Mitchum Deodorant Addresses Manufacturing Issues While Reinforcing Brand Heritage
Recent Manufacturing Concerns
Mitchum has recently issued an apology after customers reported experiencing rashes, bumps and burning sensations linked to their roll-on deodorants, with many users taking to TikTok to document their experiences.
Following an investigation, the company confirmed that the issue was not due to a formula change but rather stemmed from an updated manufacturing process. The problem affected a select batch of roll-on products sold in the UK, Ireland and South Africa, and the company has since reverted to their original production method.
Brand Innovation and Heritage
Despite these challenges, Mitchum is embracing its heritage through a bold new campaign launched in 2025. The initiative, titled ‘Southern Strength,’ was created by independent advertising agency Terri & Sandy and celebrates the brand’s 1959 Tennessee roots while positioning Mitchum as a performance-first staple.
The campaign draws inspiration from America’s sweatiest cities, primarily concentrated in the South, where heat and humidity are daily challenges. This insight, combined with Mitchum’s Southern heritage, has shaped a creative direction focused on resilience and performance.
Product Innovation and Availability
The current product line includes Solid Anti-Perspirant Deodorants, available in various scents including Intense Energy and Clean Control for men, and Pure Fresh for women, with an MSRP of $4.99.
All formulations provide 48-hour protection, are dermatologist tested, and feature triple odor protection technology. Consumers can find Mitchum products on Amazon.com and in major retailers including Target and Walgreens.
Customer Care Response
The company has stated that they have resolved the manufacturing issue and are actively working to remove any remaining affected products from store shelves. Customers experiencing issues are encouraged to contact Mitchum UK’s Customer Care team. The company has confirmed that no other Mitchum products have been affected by this issue.
