I’m sure by now you’ve seen the plethora of advertisements boasting “all over deodorant”. The idea is that anywhere you “have odor” you can use this stick to get rid of it. Not only is this completely unnecessary, but it’s perpetuating consumerism.
Many people now know that women’s razors were essentially created for capitalism. There are many beauty products that perpetuate insecurities in women through the patriarchy to ultimately feed consumerism and capitalism. The idea of the smooth, cleanly shaven women with no hair on her body was created after companies like Procter and Gamble decided they weren’t making enough money just marketing to men. The most feminine version of a women being hairless became such a strong image and emotion that today, women who choose not to shave the hair off are considered unclean, lazy, etc. while men who do shave areas like their legs are considered feminine. This has led to the idea that in order to be feminine you must also be performative, existing in your natural state is not allowed, and looked down on.Â
Not only is all over deodorant the next “hairless women” idea, it’s no shock that these products and advertisements started cropping up everywhere just as people were *beginning* to accept a woman with hair on her body. With the rise of unsettling trends and beauty standards (hairless, smells like a peach, thin etc.) in a time where conservative ideologies are controlling the government and some markets, it’s no surprise that companies took the opportunity to slap on another layer of performance to women. The biggest difference with this movement of consumerism is that this time they’re targeting the men too. I wholeheartedly agree that self care and basic bodily maintenance should be performed no matter who you are, showers, brushing your hair, your teeth, is for everyone. However, all over deodorant being marketed to both men and women to me, seems like the greedy hand of capitalism. Some may argue that this may be a display of equality or at least neutrality, but I think that some of these new products and trends are just a way for people to spend more and look down on those who don’t partake in the newest fad whatever it may be. These new overall deodorants are also more expensive, some are nearly three times more expensive than there regular underarm deodorant counterparts.Â
Of course, this product may help people. Those who have hyperhidrosis or work extremely hard daily, for example, may be relieved to have something to help alleviate the uncomfortability. My only question is, what’s stopping people from using the deodorant they already use in the areas that they feel they need it? These experts interviewed by CNN say that there is not a lot of difference. From a biological perspective, should you add allover deodorant to your daily routine? Experts say no. “We don’t stink everywhere. So I don’t see why we need to put deodorant everywhere,” says Dr. Chris Adigun, (Schupak, 2025).
“Many of the products marketed for allover use are functionally the same as traditional deodorants or body sprays” – Amanda Schupak, CNN
(Schupak, 2025)
These all over deodorant advertisements have phrasings that are certainly similar to advertisements in the 1900s to get women to begin shaving. Subtly striking an insecurity in people whether it was there previous to watching the ad or not. There is no doubt that this trend is just another way companies are trying to strike an insecurity in society. So please, take a moment and contemplate if you really need that new product or trend, especially total body deodorant.Â
Source:
Schupak, A. (2025, January 12). What you should know about “whole-body” deodorant, according to experts. CNN. https://www.cnn.com/2025/01/12/health/whole-body-deodorant-wellness/index.html