How advertisers convinced Americans they smelled bad

It was an enterprising schoolgirl and a traveling bible salesman in 1919. They couldn’t get ladies to use antiperspirants until they made them feel bad. The strategy was to encourage them to be insecure, from Smithsonian Magazine:

Perspiration as a social faux pas that nobody would directly tell you was responsible for your unpopularity, but which they were happy to gossip behind your back about.

Reading more like a lyrical public service announcement than an advert:

A woman’s arm! Poets have sung of it, great artists have painted its beauty. It should be the daintiest, sweetest thing in the world. And yet, unfortunately, it’s isn’t always.

 

It worked and sales boomed. The next step was to convince men they needed it. Can you guess how they did that?

Read Sarah Everts full article to find out.

 

source: Smithsonian Mag

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