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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
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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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