Controversial Rexona Advertising Campaign in Russia
Controversial Rexona Advertising Campaign
During the summer of 2007, Rexona initiated a highly controversial online advertising campaign in Russia. The now-defunct website Rexona-deo.ru presented a slideshow that demeaned Russian women in an offensive manner. The content insinuated that these women used deodorants less frequently compared to their European counterparts, resulting in an unpleasant odor. This crude commercial was not limited to Russia and was broadcasted internationally, showcasing the effects of body odor from unattended armpits.
The campaign tapped into the prevalent national self-deprecating myth surrounding Russian savagery, which has persisted from the days of Tsarist Russia to the present. Many individuals hold the belief that Russians lack civilization and that life in the West is far superior and more enlightened, while Russia perpetually embodies an Asiatic way of life.
Consequently, the scandalous website’s content aligned with these notions and further perpetuated them.
Attention-grabbing News!
A Focus on Women…
Victory for Russian Girl in Grand Prix…
Celebrating Beauty!
… and charm!!!
A Man’s Pondering: What’s the Source of Her Scent?
Remarkable Fact: An individual can produce up to 10 liters of sweat per day!
European women possess the knowledge of dealing with unpleasant odors effectively, while the situation in Russia is comparatively more intricate.
When it comes to perspiration, humans can rival even horses, as sweating occurs not only during physical activity but also in moments of nervousness. The scent of human sweat can be influenced by spicy foods as well, with the consumption of garlic and curry significantly increasing the likelihood of an overpowering odor.
Interestingly, if a person is right-handed, their right armpit tends to emit a stronger odor than the left, due to the dominance of their right arm in daily tasks.
Sweat serves as a valuable material for studying the physiological processes occurring within the human body. Perhaps Russian women keep their armpit sweat for research purposes, as unlike their European counterparts, they are less inclined to use deodorants.
Of course, it’s not that Russian ladies have their sweat analyzed; in fact, some may believe (as indicated by statistics) that they don’t sweat at all. And even if they do, they believe it goes unnoticed.
Many Russian women aged 17 to 40 perceive their lives as lacking the necessary dynamism to warrant the regular use of deodorants. Some are convinced that deodorants are meant for “special occasions,” perhaps anticipating that old age will bring reduced sweating. It’s worth noting that humans tend to sweat more in the evening compared to the morning, both during the day and night.
The first item an English woman packs when going on vacation is deodorant.
Shouldn’t we be ashamed?
Feelings such as shame, fear, emotional stress, and passion are the primary triggers for sweaty hands and armpits. Even in freezing conditions, a scare can make us perspire.
However, it’s important to note that underarm sweating only accounts for approximately 1% of our overall perspiration. Furthermore, it’s crucial to understand that ARMPIT SWEAT DOES NOT PLAY A ROLE IN THERMOREGULATION.
The sweat itself is odorless. So why do we associate armpits with a foul smell? It’s not just our imagination.
Sweat evaporates quickly from exposed skin surfaces, but in the armpit region, this process is more challenging.
Apocrine glands, which produce a distinct type of sweat that serves as a natural breeding ground for bacteria, are concentrated in the armpits.
The unpleasant odor is caused by the waste products of these bacteria.
In the armpit area, there can be anywhere from two to five million bacteria per square centimeter of skin.
What does the solution entail, then?
Would you consider presenting your boyfriend with a bouquet of flowers?
To envelop yourself in an airtight manner?
The crucial aspect is to refrain from lowering your arms…
…Or to increase the frequency of deodorant usage!
So what’s the issue at hand?
Perhaps there is a scarcity of deodorants in our country?
One out of every three deodorants purchased in Russia is Rexona.
Rexona Antiperspirants offer dependable defense against sweat odor.
The name “Rexona” has already established itself as a synonym for the term “deodorant” in people’s minds.
In the category of deodorants, “Rexona” emerged as the victor of the “People’s Choice Brand” competition.
Do not allow the stench of sweat to leave an indelible mark on you.
The campaign did not go unnoticed and drew the attention of disgruntled bloggers, who were active users of Russia’s main social platform, LiveJournal, at that time. One popular blogger revealed that representatives from an advertising agency had contacted him through ICQ, attempting to commission posts stating that Russian women are pigs.
Everyone expressed their outrage and called for a fight against this advertising: boycotting Unilever products (the manufacturer of deodorants), sharing photos of split deodorant bottles online, and even considering a class-action lawsuit against the brand.
The impact on the brand’s sales remains unknown, but there was certainly a surge in mentions and discussions about it. Additionally, the presentation uploaded on the website went viral, leading to various parodies created by bloggers. Just a few days after the site’s launch, the company issued an apology and closed it, admitting that they hadn’t anticipated that Russian women would feel insulted.
Below are some parody pictures created by users of the Russian Internet (Runet).
Elegant swine opted for Rexona!
Comment: It is ill-advised to disrespect consumers.
Comment: Does the American version have the same situation as well?
Comment: What is the reason behind the voice sounding so unsure?
Comment: Granny, what marvelous hands you possess! What do you use them for?
Is she feeling anxious after encountering the posters in the subway? Displaying consumers in a puddle seems to be quite a “creative” approach!
However, in Russia, we cleanse ourselves with running water, which is considered hygienic.
Do not allow the swine to leave a lasting imprint on you!