A CPG brand was looking to create a brand of deodorant for tweens that would be more than simply an extension of their adult deodorant line.
The transitional time between a tween and a teenager is so nuanced and requires more intention because it’s bigger than just deodorant. It’s really the right of passage to becoming a young adult. There’s a huge opportunity to develop a deodorant brand that’s made specifically to meet the needs of tweens.
I discovered four issues around the entry to the deodorant category for parents and tweens through my research and interviews.
Parents do not know the right time to introduce their tweens to deodorant
Parents want a deodorant that is free from harmful ingredients for their kids developing bodies
Tweens don’t feel their current deodorant options are created to meet their specific needs
Tweens feel adding a hygiene routine feels like a chore and remembering to keep up with it doesn’t come natural
for both parents and tweens to help navigate this transformative season
that are easy to understand and transparent about what they’re made of
products designed to meet all of their body odor needs without loosing the cool factor
for tweens to help establish healthy hygiene habits
Lead with the playful side of deodorant (after all, you apply it to your most ticklish spot) and keep it light to ease parents and kids into this new hygiene routine.
Tweens look to their parents for guidance through this phase of puberty and tend to use whatever deodorant their parents purchase for them. The selection often comes from a place of nostalgia - selecting what they first used as a teen. Other times purchase goes towards the brand they’re currently using.
Designed a product form that not only allowed for choice but was like nothing else in the deodorant category. Deodorants aren’t cool amongst tweens. Tadah is on a mission to change that.
Realizing this new dual-sided form would expand the production timeline out significantly - we designed an alternate approach that was still first-to-market thinking but in a form that was easier to execute.
Made with no aluminum, no baking soda, and no alcohol. And that’s just the start.
Everything on the packaging will be written in plain language to make sure we’re kicking off building healthy habits with no confusion.
Each scent is designed based on feelings. Feeling Lucky? Feeling Nutty? Or maybe Feeling Outdoorsy? No matter what your mood, there’s a scent just for you.
Embrace experimenting because that’s what being a kid is all about; it’s how kids develop.
When I spoke to tweens they all told me about different collections they took a lot of pride in curating. Whether it’s having every color hair chalk wand ever made or the coveted hand sanitizer gels from bath and body works. Ownership over their stuff and the choice of which to use each day gives them a deep sense of independence.
Created a product line that is made up of only miniature deodorants designed just for tweens and all their love for experimenting.
Tweens crave choice. And who said our underarms had to smell the same. Giving tweens options to mix-n-match scents makes this new routine something to look forward to.
Made with ingredients that aren’t harmful to our bodies or our planet –and works like a dream. Making this a no-brainer for parents and kids alike!
Tweens are busy bees and we know building a hygiene routine is still something new. Whether soccer practice or sleepovers these minis are the perfect everyday, on-the-go companion.
Purchase any four deodorants and get a collectors travel case with a custom sticker pack to make your UDEOU extra you!
Parents can opt their tweens into the UDEOU SMS program to receive weekly inspirational quotes, hygiene reminders, funny gifs, and even be the first to know about new scents releasing!
