Gillette's body spray a hit with teens

Boston.com ^ | August 7, 2005

[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.

[Panerai]

[Sgt_Schultze]

The new Hai Karate.

[Lunatic Fringe]

Tag, named after the schoolyard game

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

[BigSkyFreeper]

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

[inkling]

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

[MRMEAN]

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.

[HiTech RedNeck]

Sony Smellophone

[spinestein]

[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.

[Jaysun]

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

[HiTech RedNeck]

The concept hits me as grody.

[HiTech RedNeck]

What's cologne by another name.

[InvisibleChurch]

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

[durasell]

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

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

[chudogg]

I believe thats called the "Italian Shower"

[pcottraux]

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

[Ruy Dias de Bivar]

***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).

[BigSkyFreeper]

LOL!!

[uglybiker]

[Drammach]

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

[JakeWyld]

Bump!

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