Blade, the men’s deodorant brand of Evyap, one of Turkey’s leading personal care and personal cleaning companies, is making an assertive return to the market by being renewed. Renewing its products in line with comprehensive consumer research and scientific studies carried out in Evyap’s R&D center, Blade’s paraben, aluminum and silicone-free formula and 6 different scents help prevent sweat odor. The new Blade deodorant series, which gives a feeling of freshness all day long with the scents of Cool Fresh, Green Dream, Self Confidence, Mountain Fresh, Marine Fresh and Deep Chill, thus ensures that an active life continues uninterrupted.
The face of Blade’s new “Sweat, don’t smell sweat” campaign was Merih Demiral, one of the star players of the National Team. The commercial film, shot with Merih, a Juventus player and one of the indispensable defenders of our National Team, who spent the season we left behind in Italy’s Atalanta team, goes on the air on 13 June. Regarding the new Blade deodorant series, Merih Demiral said, “Being an athlete requires us to always keep our physical performance at the highest level. We have a very busy pace during the day, we sweat due to training and, of course, matches. Blade is just for me, I don’t smell sweat and I always feel fresh and good. Those who live a fast-paced and hectic life like me will better understand what I’m talking about when using Blade. I am very happy to be the face of such a well-established and high-performing brand. I hope our cooperation will be long-term.”
Evyap Personal Care Category Marketing Leader Zeynep Kalkandelen Kırateli stated that Blade made an assertive return to the men’s deodorant category and said: “Blade was already a strong brand in the men’s deodorant market. But now it has taken its place on the shelves with its renewed formula, new brand ambassador and a much stronger series. In the light of the researches, we renewed our brand’s logo and packaging designs. With it, we brought our tubes a more practical paint. Now, Blade has a flip-open cap that you can use much more conveniently instead of the usual caps. Our consumers will now be able to easily carry the Blade with them and use it comfortably whenever they need it.”
Expressing that consumer expectations have also evolved in recent years, Kırateli said, “We re-evaluated the content of Blade in the light of the expectations of the new world. We are aware that clean content is now an important criterion for consumers. For this reason, with the 0% formula, we do not use paraben, aluminum and silicone in our deodorants, and we prevent the smell of sweat, not sweat, with the renewed Blade. At the same time, we want to be a brand that works for the future of the world to be clean and fair. This is one of the most important issues we want to reveal with our new campaign.”
With its new Blade deodorant series, Evyap aims to continue the success it has achieved with Emotion in the women’s deodorant market, as well in the men’s deodorant market. Along with TV, Blade’s new communications campaign will cover digital channels, social media campaigns, PR events and in-store activations.