P&G claims to have solved men’s overspray issue


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P&G claims to have solved men’s overspray issue

Related tags Procter & gamble Odor

Procter & Gamble’s Old Spice brand claims to have solved men’s ‘overspray’ problems by introducing a proprietary technology into its body sprays.

The Old Spice Re-fresh Body Sprays contain a P&G Re-fresh Technology that features a patented cyclic molecule with an empty core that absorbs some fragrance as the Body Spray dries on the skin.

The consumer goods giant explains that as a guy sweats, fragrance is pushed out of the core releasing bursts of scent when a guy needs it the most. With new Old Spice Re-fresh Body Sprays, P&G says that ‘One Spray Lasts All Day’, means no more annoying spray clouds.

Market needs

"There's no denying that guys overspray, but there's also no denying that guys still need odor protection,"​ said John Sebastian, Old Spice Marketing Director at Procter & Gamble.

"We're not here to tell young guys not to use Body Spray – we're here to equip them with the right tools and help teach them know how to scent responsibly. We think this combination will be a game-changer for the Body Spray category."

The new spray technology was introduced following a survey conducted by Old Spice which revealed the primary cause of overspraying is because men think Body Spray scents fade too quickly, and the majority admit they were never taught how to apply it properly.

Old Spice says that by providing guys with the right grooming equipment for the job and with its ‘scent responsibly’ educational call-to-action, it will seek to meet these needs.

Survey results

In the U.S., the brand enlisted youth market research firm YPulse to survey more than 2,000 men and women (ages 13-25), as well as 1,000 moms of teenage boys across the country.

The survey found that 3 out of 4 young guys and 83% of young females admit overspraying is an issue.

It also found that 72% of moms think overspraying is an issue, but only 26% think their sons are guilty of the offense.

Nearly 70% of guys revealed they weren't taught how to properly apply Body Spray, and 45% of young men said they reapply Body Spray because they thought their scent was fading.

Related topics Market Trends Fragrance

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