Deodorant ads ranked by engagement, Sept 6 to Nov 5 2026 (AdSpy)
Research data. Every quoted line is a competitor's published ad text, kept as evidence; none of it is Out There copy.
How this was pulled
- Tool:
tools/swipe-drop/adspy_top.pyon the MacBook (Arc "aff" session token, local profile), per~/.claude/skills/adspy/SKILL.md. No login, no 401. - Keyword sweep (ad text, country US), six terms: deodorant · aluminum free deodorant · natural deodorant · men's deodorant · body spray · whole body deodorant.
- created in the last 60 days, sorted by likes, 40 per term → 94 unique ads (
raw/adspy/sweep-likes60.json) - created in the last 60 days, sorted by shares, 30 per term → 84 unique ads, 12 not in the likes pull (
sweep-shares60.json) - still seen in the last 14 days, any creation date, sorted by likes, 20 per term → 38 unique ads (
sweep-live14.json; this is the longevity view) - Per-term yield was thin for the narrow terms: "men's deodorant" returned 3 ads and "whole body deodorant" 2 in the 60-day likes sweep, against 40 for "deodorant". AdSpy search responses carry no totals, so these are capped samples, not counts.
- Domain pulls (ad destination URL contains the domain, created in the last 60 days, sorted by likes): mycarpe.com 30, drsquatch.com 30, lumedeodorant.com 16, tone.shop 2 (1 on-brand), nativecos.com 20, saltandstone.com 11, wearewild.com 20, oldspice.com 20, cupids.com 20 (deodorant and the Brick'd gummies line share the domain).
- basedbodyworks.com: the domain search returned 0 ads created in the last 60 days (
raw/adspy/dom-basedbodyworks.com.log); an advertiser search for "Based Bodyworks" with no date filter returned 20 ads, all created Sept 2024 to March 2025 and all hair care, body wash or Black Friday sitewide (adv-based.json). Based is not visible on Facebook in AdSpy's index for this window; its deodorant demand shows on TikTok (seeTIKTOK.md). - Merge:
raw/adspy/merge.py→merged.json. 294 rows, 191 kept as deodorant, body spray or odor ads, collapsed into 120 creatives (same brand + same first 60 characters of the hook = one creative; "recuts" counts the copies). Engagement = likes + comments + shares as AdSpy recorded them; the creative's number is the sum over its re-cuts. - Views used: about 300 ads loaded across 15 searches; at the skill's measured rate of about 1 view per 2 ads that is roughly 150-200 views. The account's remaining balance was not read (the
api/user?call failed on an SSL error through the Mac's proxy). - Dropped as out of scope: Bath & Body Works body-spray price promos (top engagement in "body spray", all "$5.95 mists" sale ads), Based hair care, Axe Philippines, Alibaba, Fragrancenet, Watsons, intertrigo and gummy ads that matched on "deodorant".
Top 25 deodorant creatives, Sept 6 to Nov 5 2026
Run = AdSpy first seen to last seen for the best re-cut. "Angle" names what the ad argues (the aha), not its adjectives.
| # | brand (page) | eng | recuts | run | format | opening line (theirs) | angle | lander | offer on the lander | AdSpy |
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | Carpe | 77,416 | 1 | 2026-07-20 to 10-23 (95 d) | video | "Most people head into a new year swapping one thing — usually the deodorant they've been meaning to ditch…" | switch now: the old deodorant format failed you, a new format (lotion) does what sticks can't | mycarpe.com/pages/flip-to-win-prizes-ng-orange-carpe-game-lp | "pop a bubble" game: up to 56% off + free gifts (wipes, exfoliating wash, mystery gift), new membership orders, 100% money-back | 1768565981936981 |
| 2 | Dove (InStyle, creator Paige Paul) | 27,415 | 1 | 09-08 to 09-30 (22 d) | video | "Live the suite life like @PaigePaul this tennis season…" | publisher + creator partnership, sport occasion (US Open) | shop.mikmak.ai (where-to-buy) | retail | DdCkcSwsAOs |
| 3 | Old Spice (creator page Content Machine) | 21,109 | 1 | 09-30 to 11-04 (35 d) | video | "It was love at first scent with @oldspice Fiji" | scent as the reason to buy, told by a creator | go.oldspice.com (retail) | retail | Dd6ouJUgEua |
| 4 | Carpe | 17,604 | 2 | 09-14 to 10-06 (22 d) | video | "I used to reapply before every afternoon meeting. Not because I was nervous — because my deodorant had already given up." | the mid-day failure of ordinary deodorant; new format + "kills odor-causing bacteria" | flip-to-win-prizes-orange-save-67 | up to 56% off + wash, UA wipes, tote; membership | 1823950509731861 |
| 5 | Cupids | 17,391 | 4 | 09-09 to 10-13 (29 d) | video | "👀 500,000+ men discovered the deodorant that makes women turn heads." | attraction (pheromone), proof by count + two buyer quotes | cupids.com/pages/deodorant-offer-intl | buy 2 get 1, free cologne, membership (JH file 2026-10-01) | 122141938395087210 |
| 6 | Carpe (creator Kasper Kubica) | 16,716 | 1 | 10-02 to 10-06 (4 d) | video | "Sweat stinks—literally. Carpe blocks odor-causing bacteria and keeps you fresh." | odor is bacteria; block the bacteria | flip-to-win-prizes-csc | up to 56% off + free gifts | 1069032049424457 |
| 7 | Carpe | 13,584 | 1 | 09-14 to 09-28 (14 d) | video | "Deodorant technology stood still for 70 years. Here's what changed when Carpe rewrote it 👇" | the category is old; "kills odor-causing bacteria → not just a scent cover"; 100-hour claim | flip-to-win-prizes-orange-save-67 | up to 56% off + gifts | 1824177006375878 |
| 8 | Carpe | 12,539 | 1 | 10-16 to 10-30 (14 d) | video | "Our Premium Scents are Selling FAST 🏃♂️🔥" | scarcity on scented SKUs | flip-to-win-prizes-orange-save-67 | free shipping, money-back, up to 56% off | 1860178116109100 |
| 9 | Mountaineer (page "Eric Young") | 12,262 | 2 | 09-22 to 10-23 (12 d) | video | "Ditch the chemicals and take control of your health - starting with your deodorant." | chemical avoidance / health | mountaineerbrand.com/collections/natural-deodorant | Early Black Friday 20% off code EARLY20, free ship $60, money-back | 122156579841022465 |
| 10 | Dr. Squatch | 10,277 | 2 | 09-22 to 10-30 | video | "🎁 3 FREE gifts from Dr. Squatch? Don't mind if we do" / "6 Soaps 🧼 + 2 Deos 🛡️ + 3 FREE gifts 🎁" | offer as the message | /products/the-launch-bundle-exclusive-gifts-nco | launch bundle, 55%+ off, 3 free gifts, new customers | 1482787543986996 |
| 11 | Old Spice (creator Claire Till Fitness) | 10,175 | 1 | 09-30 to 10-26 (26 d) | video | "#ad POV: Your husband has a new scent thanks to @oldpsice deodorant" | the partner notices the scent | walmart.com/brand/oldspice/nfl-2026 | Walmart NFL collection page | 1095834119506129 |
| 12 | Secret (creator Broma Bakery) | 9,901 | 2 | 09-16 to 10-06 (11 d) | video | "Sometimes I can't handle the heat but all I want to do is be in my kitchen, baking obviously." | creator's daily-life heat test | go.secret.com (retail) | retail | 1124940466678340 |
| 13 | Carpe | 8,573 | 1 | 09-23 to 10-17 (24 d) | video | "The sauna is where every deodorant goes to die." | torture test (sauna) | flip-to-win-prizes-orange-save-67 | up to 56% off + gifts | 1833510642109181 |
| 14 | Dr. Squatch | 8,245 | 6 | 10-08 to 10-19 | static | "⚓️ LIMITED EDITON ONE PIECE SOAP & DEO" | licensed IP collab, limited drop | /products/pirates-treasure-trove | collab bundle | 1464267432505674 |
| 15 | Carpe | 6,034 | 1 | 07-20 to 11-04 (107 d, still live) | video | "Two things worth changing in 2026: your deodorant and your energy." | switch + clinical claim, bundled with a gum gift | flip-to-win-prizes-ng-orange-carpe-game-lp | game page | DbAu5XMA5AR |
| 16 | Old Spice | 4,397 | 3 | 09-08 to 10-29 (34 d) | video | "Smell like places that people wanna go with Old Spice." | scent as a place | go.oldspice.com | retail | DdsUrhwA4vp |
| 17 | Dr. Squatch | 3,987 | 5 | 09-08 to 10-24 | video | "Only 321,169 men know this secret" / "🌲 Try the #1 natural deodorant for men 🌲" | insider count; the evergreen deo body (running since 2023 per the Oct 6 file) | /products/natural-deodorant-2-pack-offer and soap 6-pack | 2-pack $22 | 4427630484142987 |
| 18 | Old Spice (creator Fried Rice Art) | 3,563 | 2 | 08-27 to 11-03 (65 d) | video | "#Ad Turning @oldspice Swagger into rice art." | creator spectacle; product as subject | go.oldspice.com | retail | DcjYnORArTk |
| 19 | Dr. Squatch | 3,349 | 3 | 09-08 to 10-29 (51 d) | video | "Men, it's time to dominate the scent game with fierce, natural cologne!🔥" | men's scent as status; cross-sell cologne | /collections/colognes | collection | 1458888263005100 |
| 20 | Lume (founder page Shannon Klingman, M.D.) | 3,138 | 7 | 09-18 to 11-05 (44 d, still live) | video | "Some deodorants rely on cheap fragrance to mask odor, but our doctor-developed formula uses premium AHA to stop odor BEFORE it even starts" | masking vs stopping odor; doctor | try.lumedeodorant.com/fb-pro-2 | starter pack $25, 2 deos + 2 free minis (Oct 6 render) | 1408829934564365 |
| 21 | Carpe | 3,088 | 1 | 10-23 to 10-26 | video | "Your shirt tells you when your deodorant stopped working." | the shirt as the failure signal | flip-to-win-prizes-esp-67 | up to 67% | 1867883885338523 |
| 22 | Particle | 1,990 | 1 | 03-08 to 10-29 (235 d) | video | "You're too sharp for drugstore deodorants." | status: a grown man's upgrade from the drugstore | particleformen.com/lpage/particle-gravite-deodorant-el (404 on 2026-11-05) | n/a | 122153266838961006 |
| 23 | Degree (creator) | 1,990 | 1 | 08-25 to 10-28 (64 d) | video | "Move with confidence with @Degree Sexy Intrigue💐 not only does it smell luxurious & expensive…" | smells expensive | mikmak where-to-buy | retail | 2086981621932562 |
| 24 | Salt & Stone | 1,561 | 4 | 09-11 to 10-20 (39 d) | video | "Four award-winning fragrances. One that's meant to be your signature scent." | find your signature scent (discovery) | saltandstone.com/pages/5r-body-mist-v2 | mini body mist discovery set | 1692074132929168 |
| 25 | Lume | 1,505 | 5 | 09-15 to 11-05 (42 d, still live) | video | "Introducing 3 new limited edition fall scents crafted for the season ahead!" | seasonal limited scents | try.lumedeodorant.com/fb-pro-seasonal | 3-pack seasonal bundle ($33 on Oct 6) | 1445313657699246 |
Also in the pull and relevant to Out There, below the top 25:
- TONE Body 646 eng, 7 d, video: "It smells like a $120 cologne, not a deodorant. Three people have asked what I'm wearing." → tone.shop/pages/deodorant-set-builder (122210550188769282). Lander (fetched 2026-11-05, raw/landers/): "Cologne-grade scents in an aluminum-free stick", $12 single dropping to $8 a stick in the 7-scent set, a price-per-stick table against Dr. Squatch $12.98, Salt & Stone $20, Native $13.49, Old Spice $6.99, free shipping and lip balm at $49, free cologne at $69, 30-day refund, a "Fanum's Picks" collection (creator-led).
- Juus Beauty 1,263 eng (2 recuts), "Long-lasting deodorant with fragrances crafted by luxury perfumers?" → Target brand page (122205063344832887). A retail-shelf brand selling the stick as perfume.
- AXE 731 eng (4 recuts), "Stop overdoing it. Axe Body Spray's NEW spray tech is now lighter, for a more subtle fragrance." (1458204032829608). The category leader in body spray now argues against too much scent.
- Cheeky 901 eng, "Hey Frieren fans, you need this deodorant that smells like Blue Moon Weed." → PDP and quiz (fandom scent).
- Carpe, "Most deodorants mask odor. Carpe's lotion format goes further." 664 eng, 40 d (1818683636925215).
- Native 489 eng, "Let's clear the air. No aluminum cloud. Just clean ingredients, craveable scents, and 72-hour odor protection." (static, spray launch framing).
- Wild 408 eng, creator confession "I tried so many aluminum-free deodorants before finding…".
What the ranking says (counts from the table above)
- Carpe owns the top of the category on Facebook right now: 8 of the top 25 creatives (#1, 4, 6, 7, 8, 13, 15, 21) and the single largest (77,416). Every Carpe ad lands on a game page (flip, pop a bubble) with up to 56-67% off and free gifts on a membership.
- CPG brands run creators, not brand spots: 7 of the top 25 are Old Spice, Dove, Secret and Degree, 6 of them posted by creators or publishers, landing on retailer or where-to-buy pages (go.oldspice.com, mikmak, walmart.com).
- Scent is the subject of 8 of the top 25 (#3, #8, #11, #16, #19, #23, #24, #25 and the cologne-grade TONE/Juus ads below the cut).
- "Your deodorant masks / gives up / stopped working" is the subject of 6 (#1, #4, #6, #7, #20, #21), five of them Carpe, one Lume.
- Offer-led and licensed-IP creatives are Dr. Squatch's whole top list (#10, #14, #17; brand-wide its top ad is the soap "FREE MAN SHELF + 32% OFF" at 52,700, plus One Piece, American Psycho, Elf, Parks Project and F-150 collabs).
- No athlete-led deodorant ad appears in the top 25. Old Spice's NFL collection runs through creators and a Walmart page; Gillette's 49ers stick had 183 engagement.