“Asia is a market we have never really cracked. They don’t think they smell, but people everywhere smell”
– Russell Taylor, Unilever –
Whilst the UK currently leads the rest of the world in deodorant spending at around 125RMB per person annually, China’s average is 0RMB with only 7 per cent of all of Asia reckoned to be using BO basher.
It’s no surprise then that Unilever (the people who make Axe / Lynx, Sure, Impulse etc.) are dreaming of the 6 billion un-deodorised armpits across Asia with cash tills ringing in their ears and are currently cooking up an ad campaign to make this happen.
Their main opposition in this part of the world is likely to be biology– here comes the science bit- East Asians in general have far fewer Apocrine sweat glands than people from the rest of the world.
Still, that’s nothing a few good borderline pornographic adverts can’t overcome.
Photo by dingadingdang