Chloe Markowicz

24 June 2021

Cannes Lions: Innovation Winner 2021 

Uniliver's adaptive deodorant wins Innovation Grand Prix

Unilever has won the Innovation Grand Prix at this year’s Cannes Lions International Festival of Creativity for its Degree Inclusive Deodorant, a personal care product designed by and for people with disabilities.

The deodorant was created with agency Wunderman Thompson, Buenos Aires, in collaboration with a global taskforce of people with diverse disabilities, occupational therapists, designers and engineers.

Degree, which is also sold as Rexona, Sure and Shield in various markets, developed new packaging for its deodorant, making it easier for people with disabilities to open, close and apply the product. For example, the container is hooked so people can use it with one hand and it features better grip placement, as well as a magnetic click closure. It also has a larger roll-on applicator so that more product comes out at each swipe and the label is in braille.

According to the agency, the deodorant received more than 2 billion media impressions.

‘As a brand that’s committed to inspiring confidence in everyone to move more, Degree believes no one should be held back from breaking a sweat and enjoying the transformative benefits of movement,’ said Kathryn Swallow, global Degree brand vice president. ‘More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind.’

No Gold Lions were awarded in the Innovation category this year. 

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