Deodorant wars have kicked off after one firm mocked another for its itchy pit blunder
Mitchum apologised after customers said some of its roll-on products left their armpits hurting.
Its 48-hour roll-on antiperspirant and deodorant left some with redness and irritation after using the product.
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The company said it was sorry and explained that a change in the manufacturing process had affected 100ml batches sold in the UK, Ireland and South Africa.
It said it was removing the affected products from shelves.
Now, another brand called Fussy has poked fun at them and urged customers to ditch it, as reported by Founder Insights.
Its boss, Matt Kennedy, posted a photo of a billboard which just said, ‘Ditchum’.
He said: “Thankfully, at Fussy we’re, well, Fussy about what goes into our products and our impact on the planet.
“Maybe this is your sign to #Ditchum and switch to something better?”
Others jumped on the bandwagon.
One joked: “Well, on the bright side, at least their new slogan writes itself… Mitchum: Feel the burn.”
While another added: “Oops, love this.”
A Mitchum spokesperson said the brand was “truly sorry some of our customers have experienced temporary irritation”.
In a statement, the company said: “We want to reassure you that there has been no change to the formula of our products, but we have identified a change in the manufacturing process affecting one of our raw materials.
“This has impacted how the roll-on interacts with the skin of some users.”
It did not give details of what the change to its manufacturing process was, but said the issue had since been resolved and it was working to “remove the small amount of product” left in shops.
“In addition, we have reverted to the original manufacturing process to ensure no other batches are affected,” the spokesperson said.
Mitchum advised all those affected to contact its customer services team so it could “make this right”.
The firm has issued a list of all the affected 100ml roll-on products. These are: Powder Fresh, Shower Fresh, Unscented, Pure Fresh, Flower Fresh, Ice Fresh and Clean Control.
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