The Marketing Evolution of Deodorant

Cari Casteel discusses her research in the cultural and technological history of deodorants and anti-perspirants. Why was deodorant marketed solely to women at first and how did the consumer boon after WWII changed that?

Casteel explains how she is using Hagley Museum and Library's collections of old advertisements and the papers of designers and marketers like Irv Koons, Raymond Loewy,  and Ernest Dichter.

Banner image: Advertisement for Avon long lasting deodorant for women, Avon ad, 1948. See the full image record in our Digital Archive.


Cari Casteel is a Ph.D. candidate in the history department at Auburn University.

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