Using women’s insecurities to sell products is hardly a new concept but there was a time when a company was very aggressive about exploiting possible insecurities to push deodorant. Yes, deodorant. In 1919, James Young, an employee of New York advertising agency J Walter Thompson Company, used women’s insecurities as the focal point for his first advertisement for the Odorono company. The advertisement ran in the “Ladies Home Journal.” Initial reactions were bad and people were so insulted by the advertisement that about 200 subscribers canceled their subscriptions to the magazine.
However, focusing on insecurities turned out to be very profitable. Sales for Odorono deodorant skyrocketed by 112 percent over the next year. Because of this, the company produced more and more advertisements focused on these taboo insecurities of women. One of these advertisements is the 1939 posted here with the line: “Beautiful but dumb. She has never learned the first rule of long lasting charm.”
The rest of the advertisement has the following text:
The world – and any eligible bachelor in it – could be hers. But they’re not! And all because it has never dawned on her that she needs a long-lasting perspiration check.
To stay appealing and dainty every girl needs a long-lasting deodorant . . . one that cannot wash off in the bath, that still protects you after a brisk walk, an afternoon of shopping, and evening of dancing.
Proof that you perspire:
If you think you don’t perspire enough to matter, just smell the armhole of the dress you are wearing when you take it off tonight. It won’t hesitate to tell you that you’re no exception to the rule! You’ll know at last why romance is passing you by!
Thousands of women depend on Liquid Odorono even when they’re active, nervous, excited. Liquid Odorono keeps your underarm dry from 1 to 3 days! A doctor’s prescription, a true perspiration check – Liquid Odorono scientifically controls dampness, odor, staining. Neither you not your dress can offend!
Less trouble! Two applications of Liquid Odorono a week are all most women need. No dread of dampness, odor or ruined dresses for as much as three days. How easy for the girl who has sworn never to offend!
Liquid Odorono comes in two strengths – Regular and Instant. Also in Ice for. Approved by Good Housekeeping Bureau. Get a large-sized bottle or jar today! The Odorono Co., Montreal Que.