Right Guard is an American brand of
deodorant
A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration or vaginal secretions, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, preven ...
and
shower gel that is manufactured and sold by Thriving Brands LLC. It is the second largest brand in the male deodorant category in the United States. Right Guard was introduced in 1960 by
The Gillette Company as the first
aerosol
An aerosol is a suspension of fine solid particles or liquid droplets in air or another gas. Aerosols can be natural or anthropogenic. Examples of natural aerosols are fog or mist, dust, forest exudates, and geyser steam. Examples of ant ...
deodorant.
The Procter & Gamble Company
The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer hea ...
acquired Gillette in 2005 and sold the Right Guard brand to
The Dial Corporation
Henkel Corporation, doing business as Henkel North American Consumer Goods, and formerly The Dial Corporation, is an American company based in Stamford, Connecticut. It is a manufacturer of personal care and household cleaning products, and is a ...
, a subsidiary of
Henkel
AG & Co. KGaA, commonly known as Henkel, is a German multinational chemical and consumer goods company headquartered in Düsseldorf, Germany. It is active in both the consumer and industrial sectors. Founded in 1876, the DAX company is organ ...
, in 2006. The brand was acquired by Thriving Brands LLC in June 2021.
Marketing
Right Guard targets sports enthusiasts, as portrayed through its advertising from the late 1980s to the late 1990s.
From 1969 to 1976, commercials featured a man looking into a mirror to see another man looking back.
Chuck McCann played the energetic man who says, "Hi, guy!", looking back at the confused man (played by
Bill Fiore), who yells, "Mona!"
The
BBDO
BBDO is a worldwide advertising agency network, with its headquarters in New York City. The agency originated in 1891 with the George Batten Company, and in 1928, through a merger with Barton, Durstine & Osborn (BDO), the agency became Batten, B ...
campaign began with the need to show two different cans of Right Guard, one the traditional product, and the other with a more advanced formula.
[
]
Awards
Gillette's "Cool Spray" form factor (introduced in 2004) sprayed deodorant vertically from the top of a rounded cylinder upon depression of a side-mounted trigger. No protective cap was needed; a twist-motion procedure locked and unlocked the contents. The form, by design firm Herbst Lazar Bell, won the 2005 personal care award at The Institute of Packaging Professionals' AmeriStar packaging awards.
Products
Right Guard comes in the forms of invisible solid, deodorant stick, clear gel, and aerosol. It used to come in a clear stick, but this appears to have been discontinued by the manufacturer without notice.
References
External links
Official website
Personal care brands
Male grooming brands
Products introduced in 1960
{{Product-stub