According to the now-ubiquitous advertisements, whole-body deodorant is meant to be sprayed everywhere: your neck and your chest, your back and your calves—even, as some overtly sexual ads suggest, down your pants.
The message, apparently, has resonated with many Americans. Last year, the president of Unilever U.S.A. told The Wall Street Journal that whole-body deodorant was “a breakout innovation of the year.” Lume, a whole-body deodorant launched in 2017, reported more than $320 million in sales in 2023.