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Gillette's body spray a hit with teens
Boston.com ^ | August 7, 2005

Posted on 08/07/2005 10:22:55 PM PDT by Panerai

The teenagers who have made Tag one of the most popular body sprays on the market may be surprised to find out which company makes it.

Gillette Co. has kept its name off Tag's spray cans and their sexually suggestive advertisements as part of a youth-driven marketing strategy. Now, after Gillette's first attempt at a teen spray fizzled, the company best known for its razors is breaking through to consumers who are too young to shave.

Tag, named after the schoolyard game and billed as "uniquely designed to attract the ladies," became the second best-selling men's body spray within six weeks of its introduction in February.

"Gillette is old and established and it doesn't speak to the young and rebellious very well. Tag is a bit more edgy and pushes the envelope," Rob Callender, trends director for Teenage Research Unlimited, told The Boston Sunday Globe.

The spray's sales -- around $7.4 million through July 10 -- helped fuel Gillette's 17 percent increase in second-quarter profits. That's still less than a third of the sales of Unilever's Axe body spray, which has been on the market for three years.

"Tag has grown rapidly out of the gate, and could eventually challenge Axe for the leading position within men's body spray," said Patrick Schumann, an analyst with Edward Jones.

(Excerpt) Read more at boston.com ...


TOPICS: Miscellaneous
KEYWORDS: axe; gilette; tag; teens

1 posted on 08/07/2005 10:22:56 PM PDT by Panerai
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To: Panerai

The new Hai Karate.


2 posted on 08/07/2005 10:39:56 PM PDT by Sgt_Schultze
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To: Panerai
Tag, named after the schoolyard game

Umm, I dont think it was named after the SCHOOLYARD game ...

3 posted on 08/07/2005 10:46:00 PM PDT by Lunatic Fringe (North Texas Solutions http://ntxsolutions.com)
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To: Panerai

I use AXE, so I'll be ready when "Smell-O-Vision" hits the internet.


4 posted on 08/07/2005 10:46:06 PM PDT by BigSkyFreeper (Liberalism is a form of insanity)
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To: Sgt_Schultze

Hai Karate: When Brut and Old Spice aren't on sale.

5 posted on 08/07/2005 10:46:29 PM PDT by inkling
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To: Panerai
The following spring, Gillette hired a team of outside consultants to fan out across the country and interview teens at beaches, movie theaters and skate parks...

Based on those encounters, the company designed ads for Tag depicting "teen fantasies," including one suggesting a teenage boy is about to be seduced by his girlfriend's mother. The spray cans themselves are adorned with silhouettes of curvy women. The scents are named after dating milestones: Lucky Day, First Move, Midnight, After Hours.

6 posted on 08/07/2005 10:50:40 PM PDT by MRMEAN (Suppose you were an idiot, and suppose you were a member of congress; but I repeat myself. - Mark Tw)
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To: BigSkyFreeper
Sony Smellophone
7 posted on 08/07/2005 10:51:15 PM PDT by HiTech RedNeck (No wonder the Southern Baptist Church threw Greer out: Only one god per church! [Ann Coulter])
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To: Panerai
[Tag, named after the schoolyard game and billed as "uniquely designed to attract the ladies," became the second best-selling men's body spray within six weeks of its introduction in February. "Gillette is old and established and it doesn't speak to the young and rebellious very well. Tag is a bit more edgy and pushes the envelope," Rob Callender, trends director for Teenage Research Unlimited, told The Boston Sunday Globe.]


They're selling millions of cans of "media image" to gullible teenagers who eagerly fork over their allowance money on what turns out to be a cans of inert ingredients. But the kids will be happy with it at least until this season's "image" gets old and they need a new fad to make them cool.

We're all better off when we teach our kids the practice of independent thinking instead of the conformity of thought that is so fashionable in our public learning institutions today.
8 posted on 08/07/2005 10:52:20 PM PDT by spinestein (The facts fairly and honestly presented, truth will take care of itself.)
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To: Panerai

They're not buying it because it isn't Gillette.


9 posted on 08/07/2005 10:53:38 PM PDT by Jaysun (Name one war — anywhere — that had a "timetable".)
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To: MRMEAN

The concept hits me as grody.

10 posted on 08/07/2005 10:54:10 PM PDT by HiTech RedNeck (No wonder the Southern Baptist Church threw Greer out: Only one god per church! [Ann Coulter])
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To: spinestein

What's cologne by another name.


11 posted on 08/07/2005 10:55:22 PM PDT by HiTech RedNeck (No wonder the Southern Baptist Church threw Greer out: Only one god per church! [Ann Coulter])
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To: Panerai

all the teens around me use axe and these other body sprays in lieu of showers ... it's really gross, but only slightly better than using nothing at all


12 posted on 08/07/2005 10:57:46 PM PDT by InvisibleChurch (Mr. Chambers! Don't get on that ship! The rest of the book, "To Serve Man", it's... it's a cookbook!)
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To: Panerai

Advertisers selling something less that useful? Teens buying something stupid?

I'm shocked! Shocked I tell ya! Shocked!


13 posted on 08/07/2005 10:59:58 PM PDT by durasell (Friends are so alarming, My lover's never charming...)
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To: InvisibleChurch

I believe thats called the "Italian Shower"


14 posted on 08/07/2005 11:02:19 PM PDT by chudogg (www.chudogg.blogspot.com)
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To: Panerai

I'm glad I'm not a teen any more. I was never into stupid garbage like that.


15 posted on 08/07/2005 11:11:16 PM PDT by pcottraux
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To: inkling

***Hai Karate: When Brut and Old Spice aren't on sale.***

It never worked for me. Neither did Jade East, 007, or Braveura (for the man who hears a different drum a drumming).


16 posted on 08/07/2005 11:11:16 PM PDT by Ruy Dias de Bivar (Islam, the religion of the criminally insane.)
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To: HiTech RedNeck

LOL!!


17 posted on 08/07/2005 11:28:29 PM PDT by BigSkyFreeper (Liberalism is a form of insanity)
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To: Panerai

18 posted on 08/07/2005 11:37:50 PM PDT by uglybiker (Did ya hear the one about the cannibal who passed his best friend in the forest?)
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To: Panerai

Meh.. I just rub Money all over my body..


19 posted on 08/08/2005 12:16:11 AM PDT by Drammach (Freedom; not just a job, it's an adventure..)
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To: spinestein

Bump!

The funny thing is...I don't have kids. I still thought yours was a great post.


20 posted on 08/08/2005 12:17:56 AM PDT by JakeWyld ("Man will believe anything. As long as it's not in the Bible" -Napoleon)
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To: Panerai

Try Umpire ... for foul balls.


21 posted on 08/08/2005 12:23:10 AM PDT by Mr Ramsbotham (Laws against sodomy are honored in the breech.)
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To: Jaysun

In answer to Axe, they ought to have come out with something called Razor or Blade.


22 posted on 08/08/2005 12:28:03 AM PDT by HiTech RedNeck (No wonder the Southern Baptist Church threw Greer out: Only one god per church! [Ann Coulter])
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To: chudogg

Other names;

French bath

Whore bath

Marine bath.


23 posted on 08/08/2005 12:30:43 AM PDT by Hillarys Gate Cult
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To: Panerai

Oh Gawd....Brute has risen from the grave....


24 posted on 08/08/2005 2:03:13 AM PDT by Dallas59 (“You love life, while we love death.” - Al-Qaeda / Democratic Party)
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To: Panerai

If you want to attract the ladies, wear Polo Club. At least that's what I've heard from my grandmother.


25 posted on 08/08/2005 2:29:51 AM PDT by Tolerance Sucks Rocks (Graham Petrie, 1911 - 2005: Rest in Peace.)
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To: Panerai
The new spray that's a hit with all the rats...

INTRODUCING NEW

"Filthy Dead Commie Body Spray"

You too can "smell like a revolution!"

26 posted on 08/08/2005 2:36:45 AM PDT by Caipirabob (Democrats.. Socialists..Commies..Traitors...Who can tell the difference?)
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To: Caipirabob

Er, was that "smell like a revolution!" or "smell like you are revolting!"?

Either way, I'll stick to Old Spice.

Take care,

Ruck


27 posted on 08/08/2005 2:51:50 AM PDT by Have Ruck - Will Travel
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To: Dallas59

I never thought Brut sounded very "brutal." This Tag sounds like a kiddies' game. The suggestion above about Razor or Blade would be better. Or, maybe Cut.


28 posted on 08/08/2005 2:54:46 AM PDT by The Red Zone (Florida, the sun-shame state, and Illinois the chicken injun.)
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To: Caipirabob
Introducing... Che!
29 posted on 08/08/2005 2:55:42 AM PDT by The Red Zone (Florida, the sun-shame state, and Illinois the chicken injun.)
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To: spinestein
They're selling millions of cans of "media image" to gullible teenagers who eagerly fork over their allowance money on what turns out to be a cans of inert ingredients. But the kids will be happy with it at least until this season's "image" gets old and they need a new fad to make them cool.

I could envision a new teen prank "Tag you're it" (involving the spritzing of Tag on unwary comrades)

30 posted on 08/08/2005 2:57:36 AM PDT by The Red Zone (Florida, the sun-shame state, and Illinois the chicken injun.)
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To: Panerai
I tried it...

All it got me were a bunch of unwanted advances from my Brit/Lab mix...

Sheese...

However, once I was making tuna salad, and got the tuna juice all over my hands and my cat -- well...I won't go there.
31 posted on 08/08/2005 4:29:34 AM PDT by baltodog (R.I.P. Balto: 2001(?) - 2005)
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To: Panerai
"Tag is a bit more edgy and pushes the envelope."

How can a cologne be "edgy" and "push the envelope"? Advertising people are so ridiculous and disconnected. How many times have you seen an ad on TV with a pulsating dance beat and it turns out the product is just a shoebox-sized car?

32 posted on 08/08/2005 4:43:15 AM PDT by mikegi
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To: mikegi

It ain't the cologne it seems. It's the packaging.


33 posted on 08/08/2005 4:44:27 AM PDT by HiTech RedNeck (No wonder the Southern Baptist Church threw Greer out: Only one god per church! [Ann Coulter])
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To: The Red Zone
I could envision a new teen prank...

Careful...

Click

34 posted on 08/08/2005 4:44:28 AM PDT by Fresh Wind (It is Watergate yet? Is it Watergate yet?)
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To: inkling

Canoe Canoe?


35 posted on 08/08/2005 4:53:23 AM PDT by hellinahandcart
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To: Lunatic Fringe
Umm, I dont think it was named after the SCHOOLYARD game ...

Me either. Unless we're talking about the game where kids use spray paint to vandalize the school and whatever...

36 posted on 08/08/2005 4:55:39 AM PDT by hellinahandcart
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To: hellinahandcart

ah yes the gangz


37 posted on 08/08/2005 7:57:29 AM PDT by The Red Zone (Florida, the sun-shame state, and Illinois the chicken injun.)
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To: Tolerance Sucks Rocks

[If you want to attract the ladies, wear Polo Club. At least that's what I've heard from my grandmother.]




I think I'll try this. Lately I've been meaning to start attracting somebody's grandmother.


38 posted on 08/08/2005 6:52:48 PM PDT by spinestein (The facts fairly and honestly presented, truth will take care of itself.)
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To: Sgt_Schultze

"The new Hai Karate."

Good lord, I remember that! Kind of dates me. That foul stuff was very suave at the time.


39 posted on 08/08/2005 7:12:33 PM PDT by dljordan
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To: chudogg; InvisibleChurch

"Arab shower"


40 posted on 08/08/2005 7:15:55 PM PDT by Dinsdale
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