Compare male deodorants from Mitchum, Brut, Nivea, Rexona, Lynx, Norsca and Dove on their effectiveness, smell of product, packaging, value for money and overall customer satisfaction.
Deodorant can be one of those things you don’t take much notice of until you don’t have it. Often taken for granted, deodorant can save us from having an absolute stinker, especially in the summer months. It may be something of a running joke for young men to find deodorant under the Christmas tree, but it’s better to be loaded up than have none at all.
If you don’t receive deodorant for Christmas (or you run out before Christmas comes around), there’s no shortage of options when you walk down the right supermarket aisle, with numerous brands filling up those shelves with a variety of smells, containers, and specialised products. While some of us may turn our noses up at some brands, a good deodorant can prove the difference between smelling like a rose, and smelling like something a little less favourable. But with so many options available, which one you end up putting into your shopping basket can end up a bigger decision than initially planned. Thankfully, Canstar Blue’s male deodorant ratings can help. We’ve surveyed more than 1,000 men to find out which brand is the best-rated in Australia. Brands were put to the test on a range of critical factors, including effectiveness, smell, value for money and packaging, as well as overall satisfaction.
Seven brands received the minimum sample size to be included in our ratings, but only one achieved five stars for overall satisfaction – Mitchum. The brand achieved five stars across all survey categories, bumping Brut off the number one spot from last year.
The seven brands in our men’s deodorant review have been rated in the following order for overall customer satisfaction:
Mitchum came out smelling like roses in this year’s ratings, scoring the only five-star review for overall satisfaction. Brut, Nivea, Rexona and Lynx followed closely behind on four stars, with Norsca and Dove sitting on three stars overall.
Now, let’s jump into what each brand has to offer before looking at what Aussie men might want to consider when sniffing out the best deodorant.
As the winner in our 2019 ratings for men’s deodorant, Mitchum has proven to live up to its 50+ year ongoing mission to provide effective products to Aussie consumers. For a roll-on, stick, powder or gel deodorant that’s long-lasting, Mitchum claims its Mitchum Clinical range is dermatologically-approved and can provide 48-hour sweat and odour protection. Plus, it’s stated to contain aloe and vitamin E to soothe and condition skin. The brand has also introduced Mitchum Clinical Gel, which similarly promises 48 hours worth of protection and removes unattractive white marks with its clear drying gel.
First launched in the 1960s, Brut is a global brand, offering plenty of deodorant options, as well as other bathroom products such as shower gels and shaving lotions. Readily available in both supermarkets and pharmacies, Brut has roll-on and aerosol deodorants, as well as a 2-in-1 antiperspirant for those looking for more protection on warm days. Easily spotted with its distinctive green packaging, Brut offers regular deodorants, as well as long-lasting and sports varieties, with aerosols commonly sold in 150g cannisters. Roll-ons are commonly found in 50ml containers.
A big hitter in the personal hygiene space, German brand Nivea offers a number of deodorant products, including roll-ons and aerosols. As with most brands in this list, Nivea’s products are primarily the 2-in-1 deodorant and antiperspirant combinations, but with some products offering additional benefits such as stain protection and antibacterial benefits, along with products for those with sensitive skin. Available to buy from your local supermarket and pharmacy, roll-ons generally come in 50ml sizes, while the aerosol cans are usually 250ml, although you will have to look elsewhere if you’re looking for a variety of scents. For a smaller spray, the Nivea Men Fresh Power 0% Aluminium Deodorant Spray comes in 200ml.
Another brand that focuses on the 2-in-1 deodorant and antiperspirant options, Rexona is an Australian name now owned by global consumer goods company Unilever. Whether you’re looking for a standard day-to-day deodorant, or something to help keep you smelling like a daisy on the sports field, Rexona is likely to have you covered. Available at supermarkets and pharmacies, Rexona’s aerosols come in 250ml cannisters, while roll-ons are available in 50ml packages, making them handy for when you’re travelling. Other Rexona varieties include sensitive skin, antibacterial and stain-free options.
One of the better-known brands when it comes to deodorants, if you’re looking for a variety of different scents, Lynx may well be the one for you. Offering plenty of personal care and grooming products, Lynx’s range includes separate deodorants and antiperspirants, plus cologne-styled fragrances for when you’re looking to mix it up. Easily found in supermarkets and pharmacies the world over, Lynx’s deodorants are available in 155ml aerosol cans, with roll-ons additionally on offer.
Operating under the Pharmacare brand, Norsca may not offer the same range as other brands, but provides a number of deodorants and 2-in-1 options for consumers to pick from. This includes the Adrenalin range for sporty types, as well as the ‘Forest Fresh’ range for those looking for that natural smell. Its roll-ons are typically available in 50g packages, with aerosols available in 245ml, both sold at selected supermarkets and pharmacies.
A global personal hygiene brand, Dove’s Men+Care range offers plenty of products for Aussie men’s grooming and toiletry needs. Steering away from deodorant or antiperspirant-only products, Dove instead goes down the 2-in-1 path, aiming to give consumers the best of both worlds. Roll-ons and aerosols can be found in supermarkets and pharmacies, making it an easy brand to find. Selected Dove products include moisturiser properties, with sports and invisible varieties additionally available.
So, what makes Aussie males happy when it comes to finding the best deodorant? Alongside finding out which brands rate best, our research also revealed the following drivers of customer satisfaction:
When we analysed our research, effectiveness proved to be the biggest driver of customer satisfaction among survey respondents by a long shot at 42%. This makes sense because there’s no point in putting on deodorant if it makes no difference to how nice you smell. This is backed up by the fact that 47% of people said they always buy the same brand of deodorant – when it works, it works! Value for money was the second most important factor.
Our survey also revealed:
Deodorants come in all shapes and sizes. The main types you’ll find on supermarket and pharmacy shelves include:
According to our survey, 60% of respondents purchase spray/aerosol deodorant, while roll-on came in second with 31%, followed by stick deodorant on 7%, crystal on 1% and powder also on 1%. It typically comes down to preference as to which type you buy, with our ratings including feedback on all of these types.
With 11% of survey respondents unaware of the difference between deodorants and antiperspirants, it seems there might be a number of shoppers buying the wrong product for their needs and are unable to solve problems concerning sweat and body odour.
Odour comes from the reaction between sweat and bacteria, with sweat itself not containing any odour. As a result, deodorants aim to mask odours, while antiperspirants look to prevent sweating. While both achieve the same result – you not creating a stink – they achieve it by attacking the problem from either side.
Most brands advertise a 2-in-1 solution, meaning you’ll be able to get the most protection from sweat and odours. If you’re prone to sweating, antiperspirants should be more effective. But if body odour is a problem, deodorants may give you some respite. With 12% of blokes in our survey admitting they suffer from excessive sweating, knowing the difference between antiperspirants and deodorants could help.
So, there you have it – Mitchum was best-rated in our men’s deodorant ratings, achieving five stars across all variables. This might give you the confidence to put it in your shopping basket when you next stroll down the toiletries aisle of the supermarket, or even on your Christmas wish list to ensure you’re stocked up for the year!
Buying deodorant may not be the most exciting purchase but it’s certainly tough to get by without it in the Aussie heat. And if perhaps one brand doesn’t suffice for you, there are plenty of options out there. On that note, we hope our ratings have proved useful in helping you to find a brand to try out next!
This report was written by Canstar Blue’s Home & Lifestyle Content Lead, Megan Birot. She’s an expert on household appliances, health & beauty products, as well as all things grocery and shopping. When she’s not writing up our research-based ratings reports, Megan spends her time helping consumers make better purchase decisions, whether it’s at the supermarket, other retailers, or online, highlighting the best deals and flagging anything you need to be aware of.
Picture credits: Diego Cervo/shutterstock.com, Estrada Anton/shutterstock.com
Our male deodorant ratings saw a number of brands rated best in different categories:
Canstar Blue surveyed 3,000 Australian adults across a range of categories to measure and track customer satisfaction, via ISO 26362 accredited research panels managed by Qualtrics. The outcomes reported are the results from male customers within the survey group who have purchased and used deodorant from a supermarket or pharmacy (excluding body spray and perfumes) in the last three months – in this case, 1,039 people.
Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then by mean overall satisfaction. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.