TAG Body Spray

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TAG Body Spray is a body spray that was first released in 2005. It is manufactured by TAG Fragrance Company, a subsidiary of Global Gillette.

In July 2007, Global Gillette was dissolved and incorporated into Procter & Gamble's two other business divisions, Procter & Gamble Beauty and Procter & Gamble Household Care. TAG Body Spray is, in turn, a brand in the Procter & Gamble Beauty Division.

1 Competitors
2 Marketing
3 Fragrances
- 3.1 References
- 3.2 External links

[edit] Competitors

Several competitors exist in the marketplace: Axe [1] and RGX Bodyspray from Right Guard [2].

[edit] Marketing

TAG is a re-incarnation of Right Guard Body Spray, released in 2002. Right Guard Body Spray was discontinued after several months due to very low sales. Gillette then spent the next few years trying to find how to successfully market a body spray for teen boys. As a result of their research, TAG was released in the beginning of 2005. Features inspired by their research included their advertising campaign which "warns" the viewer that women will be attracted to him in a way that will cause them to attack him, the charcoal-grey aluminum cans with silhouettes of women, and fragrances named after dating milestones.

In 2006 Right Guard was sold to Dial Corporation (along with Soft&Dri and Dry Idea) for $420 million as a condition for Procter & Gamble's Gillette acquisition. TAG remained with Gillette.

Additionally, Gillette decided not to include any sign that Gillette manufactured the product on the product itself or in the advertising. It was decided that Gillette's reputation from its other products would detract from the sale of TAG.

It is said to be a direct competitor to Unilever's Axe. TAG's advertising and "warnings" also resemble that of Axe.

In March 2006, Gillette released TAG in a smaller, portable size, TAG Body Shots. TAG's advertisement campaign is headed by former World Wrestling Entertainment (WWE) Diva Trish Stratus.

TAG has also made attempts at product placement, for example, the All Nighter scent is used by Pete Wentz of Fall Out Boy in the music video for "Thnks Fr Th Mmrs".