How Old Spice Captured Female Consumers

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March 12 (Bloomberg) -- Bloomberg senior markets correspondent Julie Hyman looks at how a new spin on marketing helped Old Spice appeal to female customers on Bloomberg Television’s “In The Loop.”

Tracking this phenomenon.

I love that commercial.

It is a win?


A win.

You wonder, old spice is this classic brand.

Even though fun fact, when it started in 1937, it was fragrances for women and men in all four men.

The first u2 commercial got 48 million views.

Some of the people watching it were obviously women and not just men.

When they were starting with the marketing campaign, women became aware of it and even one woman has a facebook page, old spice for women.

She says it smells good and she was looking for a deodorant and not in ansi per sprint, at a recent price that smelled good.

They have it.

She said it is a simple appeal.

We do not have exact numbers on old spice but we know they are expanding the brand to hair products beyond deodorant and soap.

We know it is selling even though overall the beauty products division has been struggling somewhat.

That makes them about 1/5 of the business.

It does not explicitly reach out to women with this but it does discourage them from spending their money and buying the product either.

Class is there a risk here?

To try to cater a little bit to women?

There are potential risks we have seen in past products.

One harvard business school professor calls it gender contamination.

One of the more high-profile examples of this was the porsche suv the company marketed to women, soccer moms, and there was a huge backlash from men who saw their macho brand -- it is ridiculous, but unfortunately, it was reality in this particular case.

The men who are upset the brand was more catering to women in that particular case.

Qwest they are welcome to come in if they would like to do that.

Thank you.

Our senior markets correspondent.

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