Body deodorants dismissed as “pure marketing gimmick” by Danish dermatologist

Whole-body deodorants promising odour-free skin from “head to toe” are unnecessary and potentially harmful, according to Claus Zachariae, chief physician at Gentofte Hospital’s dermatology and allergy department, who called the products “pure sales gimmicks” in an interview with Danish broadcaster DR.

Major brands like Rexona and Dove now market deodorants for full-body use, including intimate areas, with Rexona advertising “72 hours of freshness from top to toe.” But Zachariae stated that body odour primarily originates from the armpits and groin due to moisture, enclosed conditions, and bacterial activity—not from general sweating across the body.

“Sweat itself doesn’t smell everywhere,” he explained. “The odour comes from bacteria breaking down sweat in warm, moist areas like armpits and the groin.” He dismissed claims that only 1% of sweat comes from the armpits—a figure cited in Rexona’s marketing—as unsupported by evidence.

Zachariae warned that excessive use of heavily fragranced products increases the risk of perfume allergies, which often manifest as eczema. He noted that deodorants are already a common trigger for such allergies in Denmark. Instead of full-body deodorants, he recommended addressing hygiene directly: bathing regularly, allowing skin to dry thoroughly, and avoiding occlusive clothing or footwear.

Unilever, which owns both Rexona and Dove, defended the products, stating they were developed in response to consumers already applying underarm deodorants to other body parts. “Whole Body Deodorant offers a milder, tested alternative for those who want it,” the company told DR.

Christel Søgaard Kirkeby of the consumer advocacy group Tænk Kemi criticised the marketing push, calling it “intense” to encourage full-body application. She highlighted that while not inherently dangerous, the high fragrance content and broad application area raise allergy risks—particularly in sensitive regions like the groin, where skin is thinner.

Rikke Bille of Astma-Allergi Danmark noted that the risk of fragrance allergy from body deodorants is comparable to that of similarly scented body lotions. However, she cautioned that cumulative exposure to fragranced products heightens sensitivity over time.

Zachariae’s advice for those concerned about odour: “Find the root cause. If it’s your feet, wear breathable shoes. If it’s elsewhere, improve hygiene—not more products.”