2025.08.27WED
2025.07.16
The Savior for Sweat & Odor Worries! Diving into the "Deodorant Putty" that Soothes Worries About Body Odor & Stickiness All Day
Each year, Japanese summers are getting hotter. This year, even in May, there were many days with summer-like heat, and more areas have already recorded severe heat days. Nowadays, deodorants aren’t just for people who naturally sweat a lot or play sports—they’re becoming a universal etiquette essential for everyone.
In this era when odor care is a must, one product from Nivea-Kao deserves special attention: a completely new kind[1] of deodorant that took five years to perfect—"8x4 Deodorant Putty." We interviewed Hikaru Sekine and Narumi Nitta from Nivea-Kao Co., Ltd. about the true capabilities and the development story behind this deodorant, which applies like foundation using a puff.
70% Call It a Must-Have! The Era of Deodorants as Etiquette
Recently, it really feels like deodorants are gaining popularity regardless of gender. As the intense heat season gets longer, the deodorant market is growing, too.
“Like people say, Japan’s weather is polarizing toward summer and winter, and summer is becoming longer and hotter. Alongside this, awareness of body odor has risen sharply. According to our survey on 'sweat and odor issues'[2], 65.8% of people said they’re concerned about body odor, over 72% said they sweat a lot, and 76.8% answered that using deodorant is an important part of personal grooming.
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