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Miscellaneous
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| Number of pages / Number of words: |
16 / 4314 |
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By definition, then, anything that appeals to this inherent need has got to have a captive audience! And hence the success of the Ego brand. Launched in South Africa in 1974, it was positioned as the young man's partner in the seduction game: "The deodorant with sex appeal!". When launching Ego, Unilever entered the least profitable sector in the male deodorant market: the fragrance sector...
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When launching Ego, Unilever entered the least profitable sector in the male deodorant market: the fragrance sector. Up until this point, the market was very focused on efficacy: deodorants were positioned as hardworking and effective in banishing underarm odour. Ego, however, introduced the element of fragrance...
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