After three days in the great outdoors, gnawing anxiety sets in. The air may be fresh but the woman in the advert is not. The backs of her knees have begun to emit an unusual smell. Luckily for her fellow campers, she has packed a tube of Peach and Vanilla Blossom Whole Body Deodorant Cream, a fresh product launched in January by Secret, a personal-care brand.
Americans have long had a particular aversion to stench. Last year they bought $6.6bn worth of deodorant, the equivalent of nearly $20 per person—more than in any other rich country, according to Euromonitor, a research firm. Lately
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