‘Natural is no longer niche’: Bieber to front Schmidt’s Naturals deodorant line

‘Natural is no longer niche’: Bieber to front Schmidt’s Naturals deodorant line

Unilever-owned Schmidt’s Naturals has struck a deal with Canadian singer and songwriter Justin Bieber to front a line of deodorants, according to a report published by AdAge.

The collection, named Here + Now, will launch globally online and in store this fall in a departure from the natural deodorant brand’s usual strategy to launch products online first.

“Here + Now has various meanings, but to me it’s about being present in daily life,” Schmidt Naturals CEO Michael Cammarata told AdAge. “Schmidt’s started as a name, and it’s become more of a movement. We’ve proved natural does work. We don’t limit availability. We’re able to make natural products accessible. I think the partnership with Justin really shows the brand extends beyond a niche.”

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