With more than 20,000 5-star reviews, Schmidt’s, maker of the first deodorant in the United States to be certified natural by Ecocert COSMOS Natural, is happy to let its customer testimonials speak to the quality and efficacy of its products. The vegan and cruelty-free brand made for everyone, now part of the Unilever family, is partnering with Tmall Global through the Go Global 11.11 Pitch Fest to jump-start its launch into Asia. The timing is ideal for the brand, given Chinese consumers’ growing interest in natural products and ingredients.
“We’re very excited because the natural product revolution is just getting under way in China,” says Laura Zander, Global Brand Manager for Schmidt’s. “By entering the market now, we can adapt our products to truly meet Chinese consumers’ needs and leverage our category expertise to introduce a new group of consumers to the benefits of Schmidt’s products and our natural ingredients.”
Schmidt’s was founded in 2010 by Jaime Schmidt in Portland, Oregon. At the time, Schmidt was pregnant and looking for a more fulfilled path in life and searching for a natural deodorant that actually worked. The problem was that none of the natural deodorants she tried really worked to stop perspiration and odor. So, Schmidt began experimenting with recipes in her kitchen, avoiding all the ingredients she didn’t want to put on her skin, including aluminum salts, artificial fragrances and parabens.
She asked friends and family to test her products and valued their feedback. When she finally hit on a winning recipe, Schmidt began selling her natural deodorants at local farmers’ markets. She then expanded her distribution to natural foods stores and eventually to Target, Walmart, CVS, Whole Foods Market and rotations in Costco. The brand now sells in more than 20 countries across the globe and through its DTC e-commerce site.
Schmidt’s is now working with the Tmall team to better understand demand for natural, clean skincare in China and to craft a product assortment for the 11.11 festival that features ingredients and scents Chinese consumers are familiar with, such as tea tree oil, charcoal, and jasmine tea. The brand is also creating content specifically for the Chinese consumer audience that highlights its brand pillars of transparency and naturally derived ingredients that work equally well for both women and men.
The ultimate goal for Schmidt’s is to launch a flagship store on Tmall Global, but for now, the brand is focusing on using the world’s biggest shopping festival to build awareness and educate Chinese consumers about the natural benefits its products offer. “11.11 is a huge opportunity for us to see how Chinese consumers perceive natural deodorants and to gather insights and learnings,” says Zander. “Our job ahead is to instill trust, confidence and familiarity.