Riding on the wave of the success of Axe’s marketing, deodorants and antiperspirant are beginning to show signs of an American comeback that should see overall sales reaching $2 billion by 2010, according to  Antiperspirant and Deodorants in the U.S., a new report from market research publisher Packaged Facts.

Following a two year plunge, which took the market from $1.97 billion in 2001 to $1.82 billion in 2003, sales have begun to revive with 2005 seeing 2.3 percent growth over 2004 results, reaching nearly $1.9 billion. Men and teen boys in particular have become a prime focus based on the success of Axe, sales of which grew by more than 67 percent from 2004 to 2005. Indeed, 58 percent of new products introduced in 2005 were targeted to males.

While the top five brands still dominate, making up 55 percent of the market, they are feeling the heat from forward thinking and innovative products, according to the study. Developers are eating into their profits by re-inventing sprays; introducing 24/7, stain-free, and aluminum-free protection; and completely reinventing the way deodorants and antiperspirant are marketed, reports Packaged Facts.

For more information on antiperspirant and deodorants in the U.S., visit: www.packaged facts.com/pub/1209574.html.