Consumers began applying underarm deodorant to their feet, groin or chest, the demand for whole-body deodorant ushering in a new wave of full body deodorants to fight the unfavorable stench throughout the day from household names like Dove, Secret and Old Spice.
Bharucha is the first in the role at the P&G, which owns brands Mielle Organics, Tula Skincare and Olay, which just collaborated with Cristian Siriano.