Viewpoint: Although you probably don't need it, manufacturers of these items aim to make you believe otherwise.
Indulging your nose has proven to lead to great wealth for those who can sell solutions to smellier regions of the American populace. A myriad of scent-centric firms are now aggressively promoting themselves through radio, TV, the internet, and any other platform that still allows for unrelenting messaging.
American consumers are being besieged by an army of odor-focused companies, insisting that their current methods of keeping their pungent body parts a tad more pleasant just aren't enough. And with the latest trend, everyone's body is under scrutiny. It's not just the traditionally malodorous areas like feet or pits that require attention; it's the entire ensemble.
Lume, one of the pioneers in the full-body odor protection industry, has cracked the $100 million mark in annual sales. These businesses have cleverly capitalized on consumer fears concerning their personal hygiene, expanding from focusing on specific body parts to the whole package. Basically, if you have some excess skin anywhere on your body, you're in the danger zone, dear consumer.
The companies marketing these products argue that complete full-body odor protection equates to just that; no hideous whiff escapes your being. Even Secret, in their TV commercial, reassures viewers that their product prevents unpleasant odors "from your pits to your bits." And to further reiterate their point, the actress in the commercial emphasizes, "And they really do mean everywhere."
The business strategy has been subtly aimed at individuals who may have accumulated a bit of extra flab over the years. Even though physical fitness isn't a universal quality in the United States, the potential audience could be quite extensive.
The figures seem to back this up. The global deodorant market, which was worth over $26 billion in 2023, is projected to reach $26.96 billion this year and a whopping $42.18 billion by 2032. And the full-body odor protection niche market has focused on targeting female consumers initially, then enticing men, since insecurity transcends gender.
Interestingly, the history of the scent business has often focused on women, even though people have been using perfume for centuries. However, the industry truly came into its own in the early 20th century with Edna Murphey's "Odorono" product. Its heyday saw plenty of exploitative marketing, capitalizing on women's insecurities. As documented by Smithsonian Magazine, newspaper ads for Odorono from way back then were jaw-droppingly shameful, like, "The most humiliating moment of my life — when I heard the cause of my unpopularity with men," and "A woman's arm! Poets have sung of it, great artists have painted its beauty. It should be the daintiest, sweetest thing in the world. And yet, unfortunately, it isn't always."
Stellar sales followed, with a 112% increase in sales the year after the aforementioned ad.
Deodorant has evolved to be a genuinely useful product now, thanks to antiperspirant innovations. However, there have been other odor-related products with less savory origins. Early mouthwashes were basically drinkable perfumes. Listerine was initially a dental favorite due to dentists' support, but, before then, it emphasized its awful taste. Its massive surge in popularity occurred when it was promoted as a beauty necessity for women to preserve their allure.
The story of early "woman's hygiene" products is less glorious. The most telling aspect could be that the first big seller, marketed using fear tactics to keep women desirable, was... Lysol disinfectant. Yes, the stuff for disinfecting surfaces. (It suggested women dilute it slightly before applying, proving just how cringeworthy this was.)
Numerous other questionable products have targeted Americans in their quest for optimal cleanliness and health, with mixed results.
The end. (Whoops, standard fictionalized Hollywood ending music fades out. End scene.)
Image: A cute puppy looking up.
Now, I'll summarize this funny tale about nose-pleasing products: Since following it can lead to vast riches, marketing solutions for malodorous areas has been a profitable path. This includes products for whole-body odor protection, first adopted by Lume in 2017, which now has $100 million in annual sales. These businesses strive to ensure your body doesn't stink with their full-body odor protection, emphasizing it covers "everywhere." Have you seen Secret's TV ad? It claims their "deodorant helps prevent unpleasant odors from your pits to your bits!" And an actress in the commercial pinpoints, "And they really do mean everywhere."
Evidently, the movement has targeted potentially insecure people who've gained extra flab. The deodorant market is pegged at $42.18 billion by 2032, with $26.96 billion projected for 2021. Typically, female consumers were first targeted, then men. But deodorant sales skyrocketed long ago, with Edna Murphey's "Odorono" peddling itself with ads as appalling as, "The most humiliating moment of my life — when I heard the cause of my unpopularity with men," which boosted sales by 112%.
Some odor-based products surprisingly became hit items. Antiperspirants are now a regular part of many people's lives. Early mouthwashes were like drinkable perfumes, with Listerine ultimately gaining a good reputation from dentists but initially marketing itself with a hideous taste. While we could stop here, it's worth the mention how women were targeted with appealing "Scented Femininity," persuading them to purchase various products to maintain their attractiveness and fend off their "hereditary" disadvantages in Love Trophy.*
Early woman-hygiene products weren't the best. Geritol, with its lengthy TV ads targeting older audiences and on "The Lawrence Welk Show," enjoyed acclaim. Dr. Mackenzie's Arsenical Soap showcased the horrifying Arsenic as a secret ingredient.
Our rich history is dotted with numerous inventions focusing on seemingly insignificant details of our bodies, some that worked and others that didn't.
[Note: Woman Talking to Dog]: Nothing says "Happy Ending" quite like a cute puppy. It's been a while since we've seen a professionally-shot one. [Source: Getty Images].
[Note 2: Love Trophy]: Another form of irony, resembling the comedic logic "no one would ask for this trophy so insensitive, yet everyone wants it."*
Addendum
Have you heard the one about the "sweaty elephant"?
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A vitamin supplement in a bottle claimed to have "more iron than a pound of calf's liver," and its popularity increased because it allegedly cured "tired blood" - whatever that meant. In the 1970s, the Federal Trade Commission (FTC) took legal action against this company for "egregious negligence that verged on carelessness" and imposed a fine of $812,000, which was a large sum back then.
It's possible you could've enhanced your physicality and stayed awake during social events by gulping down some "Vitameatavegimen" from the iconic "I Love Lucy" episode where Lucy, while filming multiple takes for a TV advertisement for a mysterious elixir, gets drunk.
In the episode, Lucy doesn't manage to finish filming the ad without stumbling over her words due to the high alcohol content. The product, called Geritol, had an alcohol level of 12%, which was likely a contributing factor to the famous "I Love Lucy" scene.
We'll never learn if the Vitameatavegimen company ended up amassing wealth, as it appears the companies selling whole body deodorant have. It's a common occurrence for businesses to profit by exploiting American consumers' olfactory senses or their willingness to believe anything. #Vitamin_Supplements
Read also:
American consumers are frequently exposed to advertisements from odor-focused companies, who claim that their existing methods for maintaining pleasant body odor are insufficient. These companies argue that the complete protection against body odor results in no whiff escaping the individual, as demonstrated by products like Secret's deodorant, which advertises preventing unpleasant odors "from your pits to your bits."
In response to this trend, many consumers may develop varying opinions on the necessity and effectiveness of these full-body odor protection products. The constant messaging by companies in various platforms could influence these opinions, which may be influenced by factors such as personal experiences, cultural norms, and societal expectations.
