Body sprays are the popular forms of fragrances that a fragrance outlet in U.S. manages in sizeable variety in its see-through shelves. Unilever’s Axe and now Anarchy are two grandiose certificates of popularity of body sprays among American males and females.
According to a leading research firm, SymphonyIRI Group, Axe had managed to clinch 74 per cent market share in the male’s body spray category following the enviable ad campaign it ran at local channels to steal the hearts of ladies.
Having eaten into $90 million of the company’s advert budget in 2010, the ad showing hypnotized females chasing after Axe wearers rightly received 2.3 million likes on Facebook, 25 per cent from women.
The surprising reputation among women made the company launch female version of Axe called Anarchy. Sex appeal is a common element inseparable from an ad of fragrance except androgynous scent that is launched for both men and women.
Interestingly, comparing aftershaves and colognes, the usage of body sprays is not pervasive as such. A research organization, Mintel, said 28 per cent of American males in the age group of 18 and 24 spritz them with body sprays while 62 per cent of them use colognes and aftershaves. The spray’s usage in women is relatively higher at 47 per cent.
A reason lies in the well-adopted practice of using fragrance in making of soaps, shampoos, shower gel, and so forth. In nonuser region, this technique plays wonders in developing and promoting habits of perfumery products. A big fragrance outlet takes care of all the olfactory needs by including a variety of scents in its stocks.
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