Younger Americans are far less likely to have used deodorant or antiperspirant in the last 30 days than their older counterparts, according to a study conducted by global research and opinion company YouGov.
Nearly 4 in 10 Americans aged 18 to 24 said they haven’t applied either deodorant or antiperspirant in the last month, YouGov reports. Of Americans aged 25 to 34, just 69% said they have applied either product.
Compare that to 35 to 44-year-olds, 78% of whom have deodorized, and 45 to 54-year-olds, who have applied deodorant in the last month at a rate of 84%.
Millennials’ attitude towards deodorant doesn’t necessarily extend to other hygiene practices; the study found half of those 18 to 24 wash their hair daily.
One deodorant company, Schmidt’s Naturals, is hoping to capitalize on the younger generations’ preference for natural and chemical-free products. They’re even teaming up with noted millennial and Twitter provocateur Justin Bieber to sell their product, according to YouGov.
This story was originally published by Ian Cross on WEWS-TV.