Right Guardis an American brand ofdeodorantandshower gelthat is manufactured and sold by Thriving Brands LLC. It is the second largest brand in the male deodorant category in the United States.[1]Right Guard was introduced in 1960 byThe Gillette Companyas the firstaerosoldeodorant.[2]The Procter & Gamble Companyacquired Gillette in 2005 and sold the Right Guard brand toThe Dial Corporation,a subsidiary ofHenkel,in 2006.[3]The brand was acquired by Thriving Brands LLC in June 2021.[4]
 | |
| Product type | Antiperspirant/Deodorant |
|---|---|
| Owner | Thriving Brands LLC |
| Country | United States |
| Introduced | 1960 |
| Markets | United States,Canada |
| Previous owners | Gillette Henkel |
| Website | http:// rightguard |
Marketing
editRight Guard targets sports enthusiasts, as portrayed through its advertising from the late 1980s to the late 1990s.
From 1969 to 1976, commercials featured a man looking into a mirror to see another man looking back.Chuck McCannplayed the energetic man who says, "Hi, guy!", looking back at the confused man (played byBill Fiore), who yells, "Mona!"[5][6]TheBBDOcampaign began with the need to show two different cans of Right Guard, one the traditional product, and the other with a more advanced formula.[6]
Awards
editGillette's "Cool Spray" form factor (introduced in 2004) sprayed deodorant vertically from the top of a rounded cylinder upon depression of a side-mounted trigger. No protective cap was needed; a twist-motion procedure locked and unlocked the contents. The form, by design firm Herbst Lazar Bell, won the 2005 personal care award at The Institute of Packaging Professionals' AmeriStar packaging awards.[7]The form was discontinued in 2012.[citation needed]
Products
editRight Guard comes in the forms of invisible solid, deodorant stick, clear gel, and aerosol. It used to come in a clear stick, but this appears to have been discontinued by the manufacturer without notice.
References
edit- ^"Old Spice's Extreme Makeover".Archived fromthe originalon August 17, 2012.Retrieved2013-06-26.
- ^"Antiperspirant/Deodorant Stick: History".How Products Are Made.Retrieved2006-09-06.
- ^"Dial Agrees to Buy P&G Deodorant Brands".Pierce Mattie Public RelationsNew York Blog.Retrieved2006-09-06.
- ^Seely, David (August 25, 2021)."Dallas' Trive Capital Forms Thriving Brands, Acquires Right Guard and Dry Idea From Germany's Henkel".Dallas Innovates.RetrievedFebruary 9,2022.
- ^Lippert, Barbara (May 14, 2018). "The Mirror Has Two Faces".Advertising Age.89(12): 40.
- ^abDusenberry, Phil(2006).One Great Insight Is Worth a Thousand Good Ideas.Portfolio Trade.ISBN978-1591841425.
- ^"Star Packages Shine in IoPP Awards".Archived fromthe originalon 2011-01-18.Retrieved2013-06-26.
External links
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