I just read this news item in ET on the smelliness of Asians. Link
To quote from the article, According to Russel Taylor Unilever’s global V-P for Axe deodorants, “No one had yet found a way of making Asians self-conscious about body odour.” , he adds that the region offers a billion-pound opportunity (for Unilever’s deodorants) — ”the last empty space on the map.”
According to Unilever consumption of deodorants in India is ‘virtually nil’ and that only 7% of Asians use deodorants. And the solution identified by the company to tap the market is use a ad campaign to induce shame about sweat stains and body odour across the region............
The article also says that the comments have not gone down well with the Hindustan Unilever (HUL) top brass. I am sure many others would share the feelings,
Questions on role and power of marketing in promotion of products which are not needed comes up in one's mind??
This sounds utterly racist... Perhaps Taylor should be told that a good chunk of the Americans substitute bath for deodrants... So what is he trying to do - get us all to stop taking baths and use only deodrants and smell "good"?
ReplyDeleteIf it was just to increase sales, then I have no problems at all. But he approached it really wrong and racist undertones are clearly visible. I don't know why our politicians, who make hue and cry about sily issues, are not taking this matter into their hands? Taylor must be asked to apologize for calling Asians smelly. That fella must be asked to stay for 3 days in the sweltering heat of Chennai and Rajasthan and asked not to sweat. He will die before sweating, that's for sure. Doesn't he know that we live in a hot climate and swaet is as natural to us as white skin is to them? It is wrong for any person in his position to speak like that...
Well, coming to the marketing part. the company is clearly frustated that their products are not selling much in India. So instead of forcing people to use it (an ad showing Asians as smeely may just be like another 10 sec laugh for ppl, they won't buy it anyways), so something to give ppl free use and trial deodrants. Then you wil know if public wants it or not. As you mentioned, perhaps there is no need for the deodrant in our lives at all. And any act that forces us to use it will not be met with courtesy...
ReplyDeleteLet Mr. Taylor try to force us to use it... He will only fail again... Let's see how he makes the rural folks use deodrants (which was horrendously expensive)... That will be some sight to watch...