Impulse is a

perfume Perfume (, ) is a mixture of fragrance, fragrant essential oils or aroma compounds (fragrances), Fixative (perfumery), fixatives and solvents, usually in liquid form, used to give the human body, animals, food, objects, and living-spaces an agre ...

manufactured by Fabergé which was part of

Unilever Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...

, an

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based in

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

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. Introduced as a 'perfume deodorant' in

South Africa South Africa, officially the Republic of South Africa (RSA), is the Southern Africa, southernmost country in Africa. Its Provinces of South Africa, nine provinces are bounded to the south by of coastline that stretches along the Atlantic O ...

in 1972, Impulse was launched in the UK in 1981, including the butterfly design and the slogan "Men can't help acting on Impulse." Impulse perfumes have been developed by Ann Gottlieb, an olfactive consultant credited with having led the development of several successful fragrances.

History

In the early 1980s, six scents were introduced, in the USA, called "Always Alluring", "Delightfully Daring", "Instantly Innocent", "Mysterious Musk", "Possible Playful", and "Suddenly Sassy". In 1986, three scents were introduced called "Elation", "Electric Musk", and "Temptation". In the late 1980s and early 1990s, two scents were introduced called "Tres LA" and "Night Rhythms" that were both merged with

Prince Matchabelli Prince Matchabelli is a perfume line, first designed by Prince Georges V. Matchabelli who was an amateur chemist. Matchabelli was born in Georgia within the Russian Empire but when the Czarists fell Georgia seceded. From 1918 until 1921 Georgia wa ...

. In 1992, the last scent introduced, in the USA, called "Impressions". In 2006 there were eight fragrances with names such as "Thrill", "Goddess", and "Siren". In addition to the bodyspray, the Impulse brand includes

antiperspirants A deodorant is a substance applied to the body to prevent or mask body odor caused by bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, typ ...

and

moisturiser A moisturizer, or emollient, is a cosmetic preparation used for protecting, moisturizing, and lubricating the skin. These functions are normally performed by sebum produced by healthy skin. The word "emollient" is derived from the Latin verb ''mo ...

s. In the late 2000s, there have been three new limited edition fragrances available called "The City Collection" and they are called "Paris", "London", and "New York". A re-release of these three fragrances were brought out as "Paris Chic", "London Vibe", and "New York Sass". In 2008, a fragrance called "True Love" has been released. In 2010, two fragrances from Impulse were released, called "Into Glamour" and "Very Pink" respectively.

Product ranges

There have been different Impulse body spray ranges too, such as the Impulse Shakers range. This range was designed for summer and had slightly different style to normal impulse sprays, as it had a small "ball" inside the can for "shaking" the ingredients up together before spraying. It came in fragrances like "Berry Crush", "Frangipani Fling", "Melon Madness", and "Tropical Breeze". Another interesting branch out for Impulse was the "water resistant" formula "Summer Splash". In Australia the fragrances varied slightly in name. From 1988 these included "Spellbound", "Mischief", "Midnight", "Temptation", "Inspiration", "On Fire", "Impressions", "Merely Musk", and "Incense". Two of these 20-odd year old fragrances are still available in Australia today: "Merely Musk" and "Incense".

Promotion

In the summer of 1997, the

Spice Girls The Spice Girls are an English girl group formed in 1994, consisting of Mel B ("Scary Spice"), Melanie C ("Sporty Spice"), Emma Bunton ("Baby Spice"), Geri Halliwell ("Ginger Spice"), and Victoria Beckham ("Posh Spice"). They have sold over 10 ...

became spokesmodels for the Impulse body sprays edition known as "Impulse Spice", while on tour promoting their two albums, ''

Spice In the culinary arts, a spice is any seed, fruit, root, Bark (botany), bark, or other plant substance in a form primarily used for flavoring or coloring food. Spices are distinguished from herbs, which are the leaves, flowers, or stems of pl ...

'' and '' Spiceworld''. Stars of Impulse

commercials A television advertisement (also called a commercial, spot, break, advert, or ad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. ...

include

Neil Morrissey Neil Anthony Morrissey (born 4 July 1962) is an English actor, businessman, narrator, and television presenter. He is perhaps best known for his roles as Rocky in ''Boon (TV series), Boon'', and Tony in ''Men Behaving Badly''. Other notable acti ...

and Emma Harrison. Impulse's 1998 advert ''Chance Encounter'' was the first mainstream television advert in Britain and Ireland to feature a gay couple. In 2016,

Charli XCX Charlotte Emma Aitchison (born 2 August 1992), known professionally as Charli XCX, is a British singer and songwriter. She began posting songs on Myspace in 2008 before entering the London rave scene. Signing a recording contract with Asylum Re ...

became the spokesperson for three Impulse body sprays limited editions known as "Rock & Love", "Vanilla Kisses", and "Why Not?".

References

{{Unilever Unilever brands Perfumes Products introduced in 1972