Right Guard

Right Guard is a brand of deodorant and shower gel manufactured and sold by Henkel. It is the second largest brand in the male deodorant category in the United States.[1]

This article is about the brand of deodorant. For the American football position, see Guard (gridiron football).
Right Guard
Product typeAntiperspirant/Deodorant
OwnerHenkel
CountryUnited States
Introduced1960 (1960)
MarketsUnited States, Canada
Previous ownersGillette
Websitehttp://www.rightguard.com

History

The brand was introduced in 1960 by The Gillette Company as the first aerosol deodorant.[2] The Procter & Gamble Company acquired Gillette in 2005 and sold the Right Guard brand to The Dial Corporation, a subsidiary of Henkel, in 2006.[3]

Marketing

Right 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 McCann played the energetic man who says, "Hi, guy!", looking back at the confused man (played by Bill Fiore), who yells, "Mona!"[4][5] The BBDO campaign began with the need to show two different cans of Right Guard, one the traditional product, and the other with a more advanced formula.[5]

Awards

Gillette'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.[6] The form was discontinued in 2012.

Products

Right 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.

Right Guard has three sub-brands: Best Dressed Collection, Xtreme Defense, and Sport.

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References
  1. "Old Spice's Extreme Makeover". Retrieved 2013-06-26.
  2. "Antiperspirant/Deodorant Stick: History". How Products Are Made. Retrieved 2006-09-06.
  3. "Dial Agrees to Buy P&G Deodorant Brands". Pierce Mattie Public Relations New York Blog. Retrieved 2006-09-06.
  4. Lippert, Barbara (May 14, 2018). "The Mirror Has Two Faces". Advertising Age. 89 (12): 40.
  5. Dusenberry, Phil (2006). One Great Insight Is Worth a Thousand Good Ideas. Portfolio Trade. ISBN 978-1591841425.
  6. "Star Packages Shine in IoPP Awards". Archived from the original on 2011-01-18. Retrieved 2013-06-26.
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