Most people wouldn’t naturally associate sex with armpits. But the advertising industry keeps the two topics closely entwined, making sure that our subconscious mind keeps pushing us toward that one, perfect deodorant, so we remain attractive to potential lovers.
For you men out there, there’s the overtly sexual Axe ads which promise the attention (read that: inappropriate sexual gestures) of scantily-clad women. Just so you know, in real life, most of us are put off by those overpowering scents!
Last summer, Old Spice put itself into the ring with their Ever Clear ads. Their stance: Residual deodorant under the arms is not only gross, but makes you a loser who will never get laid. Check out the picture of the “stupid weirdo” who obviously doesn’t use Ever Clear (left). From the New York Times (bold print added):
…Men probably have not been lying awake at night worrying about whether their underarms were pristine… “Our challenge was how do we bring that problem of having antiperspirant clumps in your pits more to life and have it be more unacceptable?” Mr. Bagley said. “And that’s what led us to the residue is evil campaign.”
With a target market of males 12 to 34, Old Spice has — like the competing deodorant and body spray brand Axe — relied heavily on over-the-top humor and promises of having an aphrodisiacal effect on women. (P.& G. said the product’s name being similar to Everclear, a brand of grain alcohol that might appeal to hard-partying young men because of its high alcohol content — up to 190 proof and illegal in some states — was strictly coincidental.)
Ladies get the “because you’re hot” visual from Secret Clinical Antiperspirant (right).
And what about this “clinical antiperspirant” flood? According to the NY Times:
Secret, the brand for women that is owned by Procter & Gamble, started the trend early in 2007 when it introduced Secret Clinical Strength, which has the same active ingredient as the original Secret — aluminum zirconium trichlorohydrex — in a concentration that is 25 percent higher (20 percent concentration versus 16 percent).
But the increase in the active ingredient is nothing compared with the increase in Secret Clinical Strength’s retail price, which averages about $8.50, more than double the original formula’s price, about $3, according to Information Resources.
Click here for more information on how this product works, creating “plugs” in your sweat glands, preventing them from expelling sweat from the body. Is that really wise?
The media has taught us to associate sweat with negative images and judgments. According to the article above, a person sweating is assumed to be anxious, overweight, and/or unfit, thanks to the influence of the ad industry. But we don’t buy that. Maybe it’s time to think again about a natural bodily function, and spend less time trying to correct or prevent it.
If you have been thinking about trying natural deodorant, then stay tuned. It is super easy to make and extremely affordable. No, it won’t prevent you from sweating, but you can count on it to keep you smelling fresh all day. Further, it won’t prevent your body from doing what it naturally needs to do. And best of all, you won’t be caking chemicals and heavy metals in your pores and sweat glands.
Think it over and be sure to check back tomorrow…
In the meantime, here’s some deodorizing ridiculousness for your entertainment from Axe: