Deodorant's popularity grew significantly as marketing efforts expanded its target audience from primarily women to include men, particularly after the Great Depression, by linking body odor to social and professional disadvantages.
Historically, underarm products were predominantly marketed towards women. However, this began to change in the 1930s. Marketers recognized an opportunity to expand their customer base.
- Shifting Marketing Focus: Marketing campaigns started encouraging women to purchase deodorant not just for themselves but also for their husbands.
- Targeting Men's Body Odor: A key turning point occurred after the Great Depression. Advertisements began specifically targeting male body odor, framing it as a significant negative factor, especially when seeking employment in an office. This created a new perceived need for men.
- Introduction of Men's Products: The market responded to this new demand. In 1935, Top-Flite was introduced as the first deodorant specifically designed and marketed for men.
This strategic shift in marketing, coupled with the introduction of products tailored for men, played a crucial role in making deodorant a widely popular product across genders.
Key Factors in Deodorant's Rise
Several elements contributed to deodorant moving from a niche product (mostly for women) to widespread popularity:
- Expanded Audience: Moving beyond the female market opened up a massive new consumer base.
- Social Stigma: Leveraging social anxieties, particularly concerning hygiene's impact on professional success post-Depression, created a compelling reason for men to use deodorant.
- Product Development: The creation of the first deodorant for men legitimized its use for this demographic.
| Era | Primary Target Audience | Marketing Angle | Key Development |
|---|---|---|---|
| Pre-1930s | Women | Personal hygiene, daintiness | N/A |
| Post-1930s | Women & Men | Social acceptance, professional necessity for men | First men's deodorant |
By associating cleanliness with employability and social acceptance, and by explicitly creating products for men, deodorant manufacturers effectively mainstreamed the product, leading to its lasting popularity.
