First of all, my apologies to those of you that don’t follow my other blog.
Now that that’s out of the way, let’s talk about deodorant.
Deodorant is such an awkward product, especially when you’re trying to introduce it to preteens that have hit that point where they should really consider becoming best friends with it. Marketing it to these girls can be clunky and insincere, but I do believe that there are two brands that are doing it well: Ban and Secret. I’m going to discuss the latter.
They don’t approach deodorant the same way that we do (which, at least in my case, is, “AGH, IF I DON’T SLATHER THIS ON MY ARMPITS I’M GOING TO SMELL LIKE A STABLE ALL DAY AND I WON’T BE ABLE TO LIFT MY ARMS AND NOBODY WILL WANT TO COME NEAR ME AND I’LL HAVE NO FRIENDS.” Hoping I’m not alone in that.) Instead, they bring a sense of grace, with no hint of embarrassment. They’re here to help you, with “48 hours of odor protection.” This calm product description, in conjunction with their soft, powdery blue packaging and website evokes a sense of trust. Like, you’ve got my back, Secret; you get me.
They feel like so much more than a toiletries brand. Their “Sweat Help 101” web page and well-known and lauded “Gang Up for Good” (“Mean Stinks”) anti-bullying campaign let you know that they’re going to do what they can to make your life better. They’re kind of like that female relative that knows everything but isn’t totally obnoxious about it and that you know is only telling you because she cares about your well-being.
And that is absolutely what I want in my deodorant. I wanna be able to trust that puppy as much as I do my boyfriend.