Women’s deodorant and antiperspirant ads came in three varieties: (1) a demonstration of how well the product performs across a busy day (as below), (2) a confident gal giving her testimonial (above), or (3) straight-up shaming (i.e. you will be humiliated by your gross personal stench if you don’t use our product). The best of the best somehow incorporated all three. Let’s have a look at some examples from the 1970s and a few more from other decades.
Catching a bus, working the typewriter, and making sweet love, Dri-Mist Odorono has got you covered.
Look – her armpit can be nose-level and she’s not offending anyone with her odor. With Neutro Roberts, you can literally put together a jigsaw puzzle standing up.
You can dance the night away without fear of public embarrassment.
German ad from 1958
These 1954 Yodora advertisements make an outrageous proposition: Shave first… then apply. Imagine the possibilities!
“I tried that test I saw on TV. Sure on one side, and my regular spray on the other.”
This was a pretty famous commercial; anyone who remembers 1970s TV, remembers the “Sure Test”.
1976
1971
1968
1972
1968
US anti-perspirant was indeed something new in 1972; all others were targeted specifically at either male or female, never both genders.
1988
Two questions: There were hippies in Russia? And since when do hippies use deodorant?
“Sorry, Disco Kid”. Oooo, that’s gotta sting. This poor guy probably went home and cried.
Man, this poor girl must smell terrible!
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