Unilever is “Beating B.O. with Bitcoin.” Its brand Schmidt’s Naturals is accepting Bitcoin as an online payment option for its line of natural stick deodorants. Schmidt’s Naturals are available in several scents – Lavender + Sage, Bergamot + Lime, Cedarwood + Juniper, Ylang-Ylang + Calendula, Rose + Vanilla, Charcoal + Magnesium. You can pick up a stick for $8.99 or 0.0011 Bitcoin.
Co-founder and CEO of Schmidt’s Naturals Michael Cammarata believes Bitcoin and deodorant are a perfect match. In an interview with Cheddar, he characterized consumers who shop for natural products as some of the same people who are into Bitcoin.
Since accepting Bitcoin as a payment method on May 14, Unilever estimates that 5 – 10% of its online purchases are paid for in Bitcoin, higher than anticipated.
“We’re actually developing a brand alongside the consumer,” says Cammarata. “We’re giving the brand to the consumer. So, we’re guided by what they want in their feedback.”
Millennials are the brand’s target audience. The company’s marketing campaign features free-spirited 20-somethings roaming in the woods. The “Smell Good, Feel Good” pitch highlights cruelty-free, vegan-certified, chemical-free ingredients.
Unilever’s business is dollar based. All Bitcoin purchases are immediately converted into fiat.