12 ms·
How Advertisers Convinced Americans They Smelled Bad
- TazeTSchnitzel 14y agoQuite a few markets were created overnight. This is just one of them. Another that comes to mind is bottled water. When soft drink company profits were declining, someone had the brilliant idea of just selling water. How would they get people to be gullible enough to buy rebottled tap water, though? By telling people tap water was bad. It worked, very well. http://www.youtube.com/watch?v=Se12y9hSOM0 http://www.youtube.com/watch?v=Se12y9hSOM0
- jcnnghm 14y agoSometimes tap water is bad. I lived in a house with extremely hard water, and it was basically undrinkable. Of course, I was generally buying water in gallon or 2.2 gallon containers at the time. When I buy bottled water today, I want an unflavored drink that is healthy. In my view, what I am actually paying for is not water. I am paying for a disposable bottle, convenience, and usually cold. That's why I pay extra for the sport bottles with the better top. There was probably latent demand for this, but people didn't know they actually wanted it. In general, at least in the US, because of the abundance created over the last 30 years through the production of cheap manufactured goods and innumerable process improvements, people are more willing to pay for things they never would have before. And also, I am glad they succeeded in selling deodorant. It is definitely a quality of life improvement, as I notice when I visit places where deodorant usage is not prevalent. I generally don't view marketing as adversarial like many people though. If something exists that will improve my life, I want to know about it.
- benatkin 14y agoIt's only convenient because you aren't prepared. Sometimes there are good reasons to not be prepared, but if you're bringing a car or a backpack along, you have a place to store water. Also it's a bit odd how much Americans obsess over water being ice cold.
- darkarmani 14y agoA carbon filter will pretty much fix that for you and give you bottle water quality.
- mullingitover 14y agoYeah, not so much. There's a huge difference between water from a brita pitcher and reverse osmosis-purified water from the water dispenser at the grocery store. The latter is basically indistinguishable from expensive Fiji water, and the former is basically indistinguishable from tap water (in my experience at least, and using LA tap water).
- darkarmani 14y agoI think it might depend on your source of water, but most US tap water just needs a good carbon filter.
- arethuza 14y agoQuite a lot of places have tap water that tastes foul but is perfectly healthy - personally I think the water in London tastes disgusting compared to the water here in Edinburgh, but that's because I am used to the latter. When I moved to Edinburgh from a small town in Moray that got its water from the Spey I thought Edinburgh tap water tasted disgusting.
- disgruntledphd2 14y agoI moved from Ireland to London last year, and personally found the water in London to be all but undrinkable. Even when I moved back, I still hated the taste of tap water, and am now moving over to bottled water as regardless of anything else, it tastes so much better, therefore I drink more, which is good for me. Its disgraceful that I have to do this, but that's another argument.
- ceras 14y agoHave you tried filtered water? I find it tastes much better than most bottled water.
- disgruntledphd2 14y agoBeen there, done that. Its better, but still not good. I find it strange actually, as I smoke heavily and so would not expect to notice this as much as I do.
- frou_dh 14y agoWhich town in Moray if you don't mind saying?
- arethuza 14y agoPortknockie [NB I can remember by father saying the water supply comes from the Spey - no idea whether this is true or not! Certainly tastes pretty good compared to most water supplies.]
- subsection1h 14y agoI've used PUR water filters for years. The filters don't indicate when they need to be changed, so I change them when they start filtering water slowly. In the past, when I lived in Los Angeles and Portland, filters would start filtering water slowly after a few months of use. Now I live near Madison, Wisconsin, and I realized recently that my current filter has been in use for more than a year and it filters water just as quickly as the day I started using it. I contacted PUR to see if there might be something wrong with my dispenser, but the rep suggested that my city's water must be very clean. So I learned that some cities have water that is much cleaner than others.
- bitwize 14y agoHonolulu has sweet-tasting tap water...
- pnathan 14y agoUh... actually... Most city water (in the US) I've drunk tastes really bad. It's not just marketing. So we buy filtered water in bulk (refill multi-gallon jugs). There are also filters you can put on the tap. I think it's wasteful to buy bottled water, so I avoid it.
- amtshrma 14y agoSo successful advertising = playing on people's weaknesses?
- deleted 14y ago[deleted]
- HotKFreshSwag 14y agoIn some cases, yes.
- forgotmyuser 14y agoIt always has been. Exploit human weaknesses = $profits
- ankeshk 14y agoJames Webb Young is a copywriting legend. You should read his ads to realize how problem focused ads work better than benefit focused ads. You first have to raise the problem before you list your solution and benefits. His full page ad: "Curve of a Woman’s Arm" http://books.google.co.in/books?id=YC6YKYyHVKwC&pg=PA30&lpg=PA30&dq=%22Curve+of+a+Woman%E2%80%99s+Arm%22&source=bl&ots=opNzDnfYLI&sig=M23Ep78klPn6fJDVWcKTNDeWqDQ&hl=en&sa=X&ei=tn0iUJmzG8jwrQe22oDwCw&ved=0CDkQ6AEwAQ#v=onepage&q=%22Curve%20of%20a%20Woman%E2%80%99s%20Arm%22&f=false http://books.google.co.in/books?id=YC6YKYyHVKwC&pg=PA30&... (If the above long link doesn't work, go to books.google.com and search for the book "The 100 Greatest Advertisements: Who Wrote Them and what They Did" - the ad is on page 30.)
- 6ren 14y agoDoesn't work (page limit exceeded), but this one does: http://books.google.co.in/books?id=YC6YKYyHVKwC&lpg=PA30&ots=opNzDnfYLI&dq=%22Curve%20of%20a%20Woman%E2%80%99s%20Arm%22&pg=PA30#v=onepage&q=%22Curve%20of%20a%20Woman%E2%80%99s%20Arm%22&f=false http://books.google.co.in/books?id=YC6YKYyHVKwC&lpg=PA30... Google books has a link button (6th icon from the left, looks like a chain link). It took me a while to spot it, even when looking for it.
- sp332 14y agoit presented “excessive perspiration” as an embarrassing medical ailment in need of a remedy. I think the condition of "halitosis" was similarly invented.
- deleted 14y ago[deleted]
- Falling3 14y agoI take it you've never worked closely with someone who had it.
- fusiongyro 14y agoAmen. Someone at my workplace has it--you can tell if they spoke in a room up to twenty minutes after they leave just by the smell.
- danso 14y agoI hate to plug a book that I'm only 20% of the way in, but everyone here who is designing/selling a product would get a real kick out of Charles Duhigg's "The Power of Habit" http://www.amazon.com/The-Power-Habit-Business-ebook/dp/B0055PGUYU/ref=sr_1_2?ie=UTF8&qid=1344438540&sr=8-2&keywords=duhigg+habit http://www.amazon.com/The-Power-Habit-Business-ebook/dp/B005... (Duhigg is a NYT writer and that piece about how Target knew that a girl was pregnant before her father did was an excerpt from this book) When I saw the HN headline I thought it might be referring to Febreze, a product that Duhigg devotes a chapter to. The sales strategy wasn't about convincing people that they stunk, but pitching Febreze as a product that you used after you cleaned a room, to associate it with the "reward" of a clean room. Duhigg's book also touches on how Pepsodent became a breakthrough product partly because an ad-man convinced Americans they needed to battle the film that naturally covers their teeth.
- modularunit 14y agoIm also about 20% done with the same book, and followed the link to this article for EXACTLY the same reason. Great article, great book.
- corin_ 14y ago> Instead, most people’s solution to body odor was to wash regularly and then to overwhelm any emerging stink with perfume. Doesn't sound like they had to convince anyone they smelled bad, just that there was a new, more effective way to prevent it. edit: My bad, read on and actually to an extent the headline is correct, so I withdraw my complaint.
- mhurron 14y agoUnfortunately that is still most peoples solution to the problem and they still stink to high heaven. Lets see some marketers do some good in the world, get them to realize that BO smells bad, a gallon of perfume/cologne smells bad and BO and a gallon of perfume/cologne together makes you smell worse.
- addlepate 14y agoAnd thank goodness they did.
- rauljara 14y agoThe best[1] advertising is the kind that informs people that a solution to their very real problems exists. The worst[1] advertising is the kind that convinces you you have a problem you don't really have. It aims to make unhappy with what you have or who are when you would otherwise have been content. Sometimes it seems to me like our society gets shaped more by the worst kinds of advertising than the best. [1] By best and worst, I mean most beneficial to the person/people viewing the advertisement. An advertiser or deodorant executive would probably have a different opinion on the matter.
- clarky07 14y agoWhile I agree with your point, you seem to be suggesting that you'd put this example on the worst side of things. I'd say that everyone smelling bad is a problem and I'm really glad somebody solved that problem.
- mbreese 14y agoOr do you think that way because you've always assumed it was a problem? It isn't until our most insecure moments of adolescence that we really start sweating enough to require deodorants. What better time to strike at insecurities to sell a product for life? And after all these years, it certainly is a reinforcing loop. for example, you don't see ads trying to convince you that body odor is an issue - that's assumed. Not that I disagree with you, I think that the mix of increased population density in cities combined with chemistry made it all but inevitable. But the cynic in me finds the idea of self propagating ad campaigns brilliant.
- powertower 14y agoDo you know what the bigger story is here? You can purchase a mineral salt-rock crystal (it's a smooth solid peace of salt, about as cheap as it gets) "de-odorant" that you wet and apply, it leaves nothing behind except an undetectable amount of salt on the skin. That is ... no chemicals, no fragrances, nothing but salt. That salt kills-off the bacteria that are responsible for odor (through various means, directly and indirectly). After a week or two of this, you're done. Your sweat lessens, and becomes clear and odorless. No more deodorant is required after this. Just shower and apply some soap to your skin. The bigger story here is that advertisers have convinced you that their more expensive "formulas" are required, and there are no good alternatives. Their products are specifically designed not to kill-off the bacteria, and hence to keep you purchasing the product. They do this because you can't make money selling a $1 peace of salt-rock that lasts the customer a life-time.
- Roritharr 14y agoIs this true? Any references? Experiences?
- powertower 14y agoThe above is my personal experience, with absolute-zero story exaggeration. Though how long you'll need to apply the salt may vary (and how frequent you'll use it). I don't have a preference for any brand (it's all the same) but here is what I have now: http://www.thecrystal.com/ http://www.thecrystal.com/ You should be able to buy these in any good organic food and health store.
- nollidge 14y agoLooks like Walgreens has it also. Will be trying this. Less for the "all-natural" aspect than the annoying masking scents they put in standard deodorants that I can smell on myself.
- dalke 14y agoWhat's the mineral in "the crystal?" It's almost certainly an aluminum salt, but I can't find the active ingredient? The FAQ says "Do Crystal deodorants contain aluminum chlorohydrate or aluminum zirconium? No." That's a bit suspicious, as I think people would really want to know "does it contain aluminum?" and the answer is likely "yes." BTW, you wrote "Your sweat lessens" with this product, but it does not. The FAQ stresses that it does not reduce sweat. "Crystal is not an antiperspirant. It is a deodorant ... Deodorants are generally considered cosmetic product because they simply control odor."
- gbog 14y agoVery cultural thing. I'd rather sit beside someone with a slight body odor than beside someone with a strong artificial deodorant perfume, especially when eating. Hope one day all these irrational and costly behaviors will go away. Another is shaving pubic hair, what a weird thing to do...
- function_seven 14y agoWhy is that weird? I don't consider it any more or less weird than shaving your face, cutting your hair, trimming nose hairs, etc.
- WiseWeasel 14y agoWell, it does make your cockstrom look bigger. But seriously, it's a jungle down there otherwise. I'd be more concerned about circumcision, if you want to question social mores, since it's a much more permanent and painful cut than the surrounding hair.
- gbog 14y agoCircumcision is something people do for either religious or medical reason, it has a long history behind it. It may be useless but at least it is not invented yesterday by the chemical or porn industry. For the "jungle down", I think shaving it make boys and girls look like prepubescent kids, or some kid of caricature of kids. When I said weird I meant it because presence of pubic hair has been for a long time the marker of the beginning of sexual life.
- WiseWeasel 14y agoI guess I didn't realize you were talking about scorched-earth-policy shaving rather than regular trimming. I agree that shaving it completely is unappealing, but I was not aware of that being common or trendy. Maybe some of them are doing it for medical reasons as well... ; )
- deleted 14y ago[deleted]
- siddMahen 14y agoThis reminds me of a fantastic radio show I used to listen to in Canada called the Age of Persuasion (http://itunes.apple.com/ca/podcast/age-persuasion-from-cbc-radio/id411513638 http://itunes.apple.com/ca/podcast/age-persuasion-from-cbc-r...). Great read.
- Sodaware 14y agoOne thing that surprised me about American TV is just how many adverts were for medical products. Every time I watch TV here I find out about another dozen or so problems I didn't know I had that need to be cured.
- jonhendry 14y agoIt didn't used to be like that.
- lsc 14y agoyeah, even in my lifetime. Personally, I find it pretty amusing, because either they don't tell you what the drug does at all, just "ask your doctor about wonderfulonium!" with you know, pictures of happy people, or they do tell you what it does, the list off all the horrible things it can do to you. It's funny; I moved out before Viagra came to market, and didn't watch much any commercial TV. Of course, I was bombarded, like everyone else, with spam and other online advertisements for viagra. But yeah, the first time I saw a viagra ad on television, I was visiting my parents, and I couldn't stop laughing. I mean, this was something advertised in spam, and thus something linked in my mind to dubious 'penis enlargement' pills, girls who "saw my profile online" and 419 scams. Not the sort of thing you expect to see on broadcast television. (I'm not casting aspersions on viagra the drug... just the marketing I had been exposed to associated it, in my mind, with dramatically... less legitimate products.)
- jonhendry 14y agoWhat's interesting is that there are probably whole categories of commercials that don't air any more, crowded out by pharmaceuticals (and political ads).
- lsc 14y agoI think a lot of it is the shifting demographics of TV watchers; in the '90s, everyone watched TV. Now, I think it's mostly the old and the average-to-poor, so it makes sense you want to advertise medical stuff, as that's probably the most you can squeeze out of both of those groups. But yeah; I'm looking at ridiculous meatspace advertising opportunities for my own company (which targets technically skilled customers) and TV isn't even on the radar. Now, if Netflix could figure out how to advertise things other than movies without pissing off their customer base? that'd be pretty great. I'd buy space on the inside of the DVD envelopes where they push other movies, if I could geographically target tightly enough, and if I could afford it. The other interesting thing, I think, is that to a non-tv watcher, viagra, is inexorably linked to poorly-done scams and obviously-fake drugs. Because of how this product was marketed to me, I associate it with illegitimate and dangerous products. It seems there is an advertising lesson in that, as well, though I'm not sure what the lesson would be.
- ericcholis 14y agoThis reminds me of Gillette or Keurig. Make a common product or need disposable. Why? Not to fill a need or create a new service/method for doing something. Just, because, that's why. Nickle and dime the consumer by preying on their laziness and putting a shiny package or vibrating handle on it...
- evilduck 14y agoThat specific market story is even worse since cartridge razors and canned shaving creams or gels generally provide an inferior shave for the majority of men. The only major benefit is that they can be used without any skill or practice whatsoever and the modern version may shave a couple minutes off your morning shave. On the other hand, a safety razor will last you a lifetime, replacement blades have been standardized for close to a century and even the "premium" brands cost less than $0.15/blade. A nice quality safety razor and wetshaving set can be had for about the price of 6 months of cartridge razor replacement blades, and beyond that, you can probably buy a lifetime supply of safety razor blades for around $200. Shaving cream will cost you about the same either way, so it's not a factor.
- jff 14y agoI happily use a safety razor, but I won't pretend that it's any more convenient or necessarily gives a better shave. I always found that my disposable or cartridge razors worked quite well, and shaving cream is of course a hell of a lot easier than whipping up the soap. The convenience of a modern razor, including the fact that it's much easier to learn, makes it worthwhile. Everybody on HN is always talking about how they simplify their lives by throwing away everything except their macbook and a few day's worth of clothes or whatever; I think for most people the simplicity and ease of a disposable razor and a can of shaving cream beats saving a few bucks a year.
- nasmorn 14y agoBut whipping up the soap makes for a radically better shave in my experience even if you do use a modern razor (which I do).
- _delirium 14y agoImo this is a bigger cultural issue than solely deodorant, though it's quite possible deodorant marketing had a role in creating it. I've noticed Americans tend to be more worried about perspiration than others who live in similar climates, to the extent of entirely avoiding outdoor activity in hot climates during the work day, lest they return from lunch break sweaty. In Greece people aren't really similarly worried about walking 5 blocks to grab lunch, even if it's hot out.
- jschuur 14y agoI'm just amazed at the amount of ad copy that they thought people were willing to read back then.
- nutanc 14y agoAnother product which does similar advertising, but convinces their color of skin could be better is http://www.fairandlovely.in/ http://www.fairandlovely.in/ Guess even the name has a subtle meaning, be fair "and" you become lovely :)
- deleted 14y ago[deleted]
- learc83 14y agoI wonder how much our attitude towards body odor changed because of advertising and how much was a direct result of indoor plumbing and urbanization. Around the same time as some of these advertisements started, indoor plumbing was becoming popular. Until then it wasn't really practical to bathe every day. Additionally, odor didn't matter as much if you worked on a farm, but urbanization meant Americans spent more time indoors in close proximity, where smell was more of a problem.
- colomon 14y agoAlso body odor is going to be less noticeable if everyone around you is smoking up a storm...
- _delirium 14y agoPossibly A/C also. A/C both makes it easier to avoid perspiration (which may make that more of a norm) and makes it more necessary because you no longer have fresh air from open windows.
- dkrich 14y agoI sat next to a guy on the bus today who made me realize that if somebody can invent a breath mint that lasts for 24 hours our society will be much better off. And that picture alone in an advertisement could sell a couple million.
- nasmorn 14y agoThrough self experiment I found out that soap does nothing to remove armpit smell for me. It works just for 10 minutes and that is because most soap has some amount of perfume in it masking smell. Anti-perspirant on the other hand works very well. So I wonder who convinced us to wash parts of our body that are not covered in hydrophobic substances with soap? Since I stopped using it my skin is significantly less oily thus I don't need soap to remove it anymore.
- pitstik 14y agoTry our vintage all natural deodorant made with Coconut Oil, Baking Soda, Cornstarch, Beeswax and Melaleuca Oil. PitStik – Changing the way you stik your pit It WORKS!!! www.etsy.com/listing/104196499/2-pit-stik-all-natural-vintage-scentable ~~~~~* COMING SOON ~~~~~~* Our all natural milder deodorant for your junior or tween - twit-Stik!!