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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
To: Panerai
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)
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)
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
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)
To: BigSkyFreeper
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])
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.)
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".)
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])
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])
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!)
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...)
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)
To: Panerai
I'm glad I'm not a teen any more. I was never into stupid garbage like that.
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.)
To: HiTech RedNeck
17
posted on
08/07/2005 11:28:29 PM PDT
by
BigSkyFreeper
(Liberalism is a form of insanity)
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?)
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..)
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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