New York, NY – Roughly nine in ten millennial men (94%) and women
(89%) living in the US say that they are extremely satisfied with their current deodorant,
although nearly six in ten also report having ruined some of their favorite shirts due to
underarm sweat/ yellow staining (58% and 56%, respectively). While nearly half (46%) of all
millennial men surveyed admit that they have avoided applying deodorant or antiperspirant
when wearing a nice outfit to avoid messing up their clothes, only a quarter of millennial
women say that they have done the same (24%), according to a recent online study conducted
by Ipsos on behalf of Unilever.
Among both men and women, satisfaction with their current deodorant is rather consistent
across demographic groups.
Among men more specifically, older millennials (30-34), the more affluent (earning over
$50,000), those with children living at home, a college degree, and those who are married are
not only more likely to say that they have ruined some of their favorite shirts due to underarm
sweat/ staining - but they are also more likely to admit they have avoided wearing nice outfits
for this reason.
Millennial men (55%) are much more likely to believe that deodorant/ antiperspirant
causes yellow stains on the underarm area of their clothes compared to millennial women
Similarly, while more than half (59%) of 18-34-year-old men consider deodorant/
antiperspirant to be an accessory (i.e. like a watch, bag, etc.), the proportion of women
between the ages of 18-34 who feel the same about their deodorant/ antiperspirant drops to
just over two in five (44%).
Spotlight on Millennial Men - Shower Power
When it comes to personal hygiene, more than nine (94%) in ten millennial men wish they
could keep the shower fresh feeling with them all day, including a majority (58%) who strongly
agree with this statement. Older men (97%, ages 30-34) are significantly more likely to agree
with this statement compared to those ages 25-29 (91%).
Furthermore, taking a shower is seen to be key when wanting to look and feel their best by
another nine in ten millennial men (91%), and similar proportions also believe that a good
morning shower positively affects the rest of their day (90%), and is as important as the outfit
they choose to wear when it comes to feeling confident (90%).
Most millennial men further agree that taking a shower is the most important part of their
grooming routine (89%) – and just under nine in ten (86%) say that when they groom, they are
doing it to feel good about themselves (and not because of what others think).
Older millennials (94%, ages 30-34) are significantly more likely to agree that taking a
shower is the most important part of their grooming routine compared to younger millennials
(83%, ages 18-24), while they are also much more likely to agree that they groom to feel good
about themselves (93% vs. 78%, respectively).
Spotlight on Millennial Men – Personal Beliefs
A large proportion of millennial men surveyed believe that they can be part of the solution
when it comes to fixing gender issues/ inequality (85%). Those with children living at home
(93%), a college degree (90%), and those who are married (91%) are among the most likely to
Another two thirds say that they sometimes feel pressured to live up to old
stereotypes/ideas of manhood (66%), while just under half (45%) find it difficult to be honest
and transparent with others. Men who are more affluent (earning more than $50,000
annually), more educated, have children living at home, and those who are married are
significantly more likely to agree with both statements compared to their demographic
Additional information including findings and methodology is available for
download on the right side of the page.
For more information on this news release please contact:
Ipsos Public Affairs
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