Deos - Urban Antidote Contest Ended

The world is changing - can you invent a new deodorising solution for a better urban life?

Start June 01, 2015 End June 22, 2015 23:59 UTC Deliberation Results August 2015
June 01, 2015
June 22, 2015 23:59 UTC
August 2015


We have a series of four contests coming up on the topic of deodorants, but broader than that.The four contests will be launched one after another and they are all on distinct themes. Here is the fourth and last one.

As the pace of life is accelerating rapidly and our economy is expanding, we are putting increased pressure on natural and personal resources.  

Ultimate Urbanisation: Did you know that by 2025, 60% of the world’s population will live in cities? The world is becoming increasingly urbanised and more and more people are suffering from the issues that urban living presents: pollution, stress, dirt, germs, overcrowded transport, feeling the need to stand out from the crowd, or just moving from a traditional rural lifestyle to a modern urban environment. This shift towards living in cities has some benefit too with access to amenities and opportunities not available before.

Stressed resources: Because our lives have become busier and more stressful, our personal resources (such as time and motivation) are under threat. Because of long working hours, increased global competition and an always-on culture powered by technology, we have less time for ourselves than before and we feel anxious and unhappy as a result of that.

Also, as our way of life is changing, we have increased our consumption of natural resources to sustain ourselves and to fuel our economy. Take water for example: by 2020, 66% of the world will experience issues with accessing it as they would like to. Our oil reserves are depleting fast, too. In many places in the world, agricultural land is seriously degraded.

Many companies have invented products that help people cope with these factors: from air purifiers to anti stress massage oils, from Styrofoam packaging made out of mushrooms to reduce the use of petro-chemicals to dry-shampoos that do not need water. There are even crowdsourcing platforms that allow you to pay for someone else to take on a daily chore, such as Christmas shopping for example, so that you can save on your precious time.

But what about deodorants? What people expect them to do has remained the same: managing sweat and avoiding odours, restoring skin after shaving, removing dark spots and allowing us to smell good. But what if deodorants could do other things?

What if deodorants could help us cope with the stresses and strains of hectic urban life or help us manage our personal and environmental resources more effectively? Unilever believes it’s time to embrace the urbanisation and stressed resources trends in order to invent the next generation of deodorising solutions.

Creative Challenge

Shape the future of personal care by inventing a new deodorising solution that 1) helps people cope with urban life or 2) makes better use of limited resources. 

Keep in mind people’s needs: smelling good, feeling comfortable, having light and soft skin, avoiding wetness and odours. What innovations can you think of to break the mould?

Tell us how it works, what it looks like and who it is for. Your entry should be composed of: a product idea, a packaging idea and the story around it (when, why and for whom).


The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

A good idea for this contest on the theme of urbanisation: When you are in a crowd, your body’s natural reaction is to elevate stress hormones, and you also feel hotter, which makes you sweat more. A good idea could be a deodorant in the form of micro-capsules that react to overcrowding. The micro-capsules will release their deodorising effect according to your environment and how you react to it. More when you are standing in a crowded train for your commute, less when you are sitting at your desk under the air-conditioning.

A good idea for this contest on the theme of stressed resources: A deodorant that uses the air around you to release its fragrance, instead of gas. It will come in a small can with a filter and a little pump. Since there is no need to have gas to provide pressure it will be a much smaller can. Whenever you need a spray, just activate the pump and it will suck in and purify air to release its deodorising effect!

A bad idea for this contest: suggesting removing parabens from deodorants will not make a good entry. This is already the case for most brands.


Jury's Prize

  • #1 Prize €3,000
  • #2 Prize €1,500
  • #3 Prize €1,000
  • #4 Prize €500


Product and packaging design (visual) and text. (4 pages PDF only)

Winning Criteria

We are asking you to decide which area you want to work on and stick to it: 1) a solution for urban life or 2) a product that uses limited resources.

The winners will be the most innovative ideas as well as those that would fit into the modern and demanding world.


Guidelines for this contest

  • Don’t use any brand for your product idea.
  • Think beyond deodorants. Think “deodorising solution”.
  • As we are focusing chiefly on ideas, quality of execution is less important.
  • Clearly state which of the two trends your idea is about.
  • Entries must be written in English.



eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.