mandom | "Lucido Deodorant Series" Focusing on Middle-Age Odor

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Focusing on the unique “Middle Odor” of men in their 30s and 40s

Introducing the Lucido Deodorant Series

Nearly half of men begin to notice changes in their body odor from their 30s and 40s! While this odor is often mistaken for “aging odor,” the substances causing aging odor are said to significantly increase only after the age of 50.

Mandom has been researching the body odor specific to men in their 30s and 40s, who have a high awareness of their grooming, and has discovered a “third type of odor,” distinct from aging odor and sweat odor. This greasy sweat odor has been named “Middle Odor,” and on February 24th (Monday), Mandom will launch the “Lucido Deodorant Series” – four products designed for daily anti-aging care against the unique body odor concerns of men as they age, regardless of the season.

Text by KAJII Makoto (OPENERS)

“Middle Odor” originates from the head and neck area!

Body odors can be categorized into three types with different causes: “general sweat odor,” which is strongest in one's 20s and decreases with age; “Middle Odor,” prominent in men in their 30s and 40s; and “aging odor,” which begins in the 40s and becomes apparent after 50. The period from the 30s to 40s is when these three types of odors can coexist, making it the generation that requires the most odor care.

Mandom's research has identified the cause of “Middle Odor,” the greasy sweat odor specific to men in their 30s and 40s, primarily originating from the head and neck area, to be a malodor component called “diacetyl” derived from eccrine sweat. To suppress this, they evaluated 102 types of plant extracts and discovered that several, including those containing flavonoids from licorice and cinnamon, were effective.

The “Lucido Deodorant Series” from the men's grooming brand “Lucido” is an anti-odor aging care series that addresses not only the concerning “Middle Odor” of men in their 30s and 40s but also “general sweat odor” and “aging odor.”

Incorporate deodorant into your routine before the sweaty season arrives

The “Medicated Scalp Deodorant Shampoo” and “Medicated Deodorant Body Wash” utilize daily bath time to wash away odor and kill odor-causing bacteria, providing effective deodorant benefits. The shampoo, in particular, features a deep cleansing formula that thoroughly washes away sweat and the stubborn scalp oil characteristic of middle-aged men, improving the scalp environment and preventing Middle Odor. The body wash eliminates and prevents Middle Odor around the neck, aging odor, and general sweat odor, while its high cleansing power washes away sweat and sebum that cause odor, leaving the skin clean.

The “Medicated Deodorant Spray” and “Medicated Deodorant Spot” are deodorants for areas prone to sweat and odor, such as the underarms, neck, and torso. The deodorant spray kills odor-causing bacteria and prevents the greasy sweat odor of middle-aged men. The deodorant spot is applied directly to the neck or underarms with a sponge head for effective odor prevention.

For middle-aged men with a high awareness of interpersonal interactions and etiquette, deodorant transitions from personal care to social care.—The “Lucido Deodorant Series” will be available at drugstores, home centers, and supermarkets nationwide.

Lucido Deodorant Series

Medicated Scalp Deodorant Shampoo (Quasi-drug) (450ml) ¥1523

Medicated Deodorant Body Wash (Quasi-drug) (450ml) ¥998

Medicated Deodorant Spray (Quasi-drug) (150g) ¥840

Medicated Deodorant Spot (Quasi-drug) (50ml) ¥945

Mandom Customer Service

0120-37-3337
http://www.lucido.jp