Persuaded not to perspire! Early deodorant advertisements.

How did urbanites, like us, get so daily dependent on the ubiquitous spray can of deo? For a long time deodorants and antiperspirants were niche products and were often perceived as unnecessary and unhealthy. The late 19th C and the early 20th C saw advertising come to the rescue of a disastrously failing product, and the rest is sprayed history. 1888, was when the first deodorant (kills odor-producing bacteria) called Mum was trademarked and the first antiperspirant (preventing sweat-production and bacterial growth) was called Everdry and launched in 1903. Later in 1912 an enterprising young lady started a company selling an antiperspirant – Odorono (Odor? Oh No!). Yes, as blunt as that. Modern sensibilities might find some of these advertisements insensitive, sexist and incorrect. But don’t fall into that ‘armhole’.

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11 Comments on "Persuaded not to perspire! Early deodorant advertisements."

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Love these. I am a retro nut – and these are great.

Kirsten V

This put a smile in my face, the naive sexism inclusive. Nothing to do with ads, but I put on clinical strength antiperspirant at night, and I normally don’t sweat at all the next day if I don’t reapply, but I sweat buckets if I do. Strange product.


she has not learned the first rule of lasting charm. haha. charming! ;)


Blast from the past as they say. I am sure our future generations will frame us similarly. Ty for sharing.


These ads really play on a womans mind – telling them how they will be rejected by men, and they become the scum of the earth thereafter lol Manipulaton, thy name is advertising. Nothing has changed really.

Dr. V Sharma

Great museum material – always a pleasure to look at the past with renewed interest.

Princess Leia

regulations for ads have never really been there, women are slaves and objects, then and now


womens lib was a long time coming …….

Clayton Nass

Delightful pages from the past. Thank you.

Fiona K

I can appreciate the early distrust for these products. I am still not convinced they are good for our skins, lungs. etc. Industrial chemicals after all.


armhole haha. I also notice that they use a LOT of text! compared to ads now. hmm