 And they're saying, well, we can actually offer you a very special kind of razor for just a very specific part of your body, and we are going to charge you more for it. That's why I use Secret Whole Body Deodorant everywhere. Procter & Gamble is charging $14 for all-over body deodorant, double the cost of a standard stick. It's an attempt by some of the world's biggest package goods makers to claw back sales in the more than $100 billion personal care and beauty market. And it's the same in the grocery aisle.