New trading standards regulations are to force deodorant manufacturers to make their products match their branding more accurately. A government official explained the premise behind the proposal. ‘If I buy cheese, I expect it to taste and smell like cheese. So if I buy an aroma called ‘Cheese’ I would expect it to smell and taste of exactly that, anything else is totally misleading.’
Industry reaction has been mixed. Lynx have expressed their concerns meeting the legislation for ‘Spray shock’ and ‘Fever’ due to Health and Safety issues. But Sure for Men have already started work on their products and are certain that the new version of ‘Active’ will fly off the shelves, although plans for their Quantum range to occupy two supermarket shelves at once remain uncertain.
Meanwhile, a spokesman for Revlon, manufacturers of the Charlie line of female deodorants, said they were expecting sales to go through the roof.
Screenie (hat tip to Qoxiivi)