Odor? Oh no! Women in deodorant and anti-perspirant advertising: A historical perspective

Stephanie Schreven*, Kristina Auxtova

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

Abstract / Description of output

This paper investigates how today’s anti-perspirant and deodorant industry gained legitimacy. Connecting processes of legitimation with the (de)stigmatization of sweat and smell, it offers preliminary findings that suggest that stigmatization and legitimacy are gendered impacting the inclusion of women in society as equals.
Original languageEnglish
Publication statusAccepted/In press - 2024
EventGenMac - Gender, Markets, Consumers - University of Edinburgh Business School, Edinburgh, United Kingdom
Duration: 26 Jun 202428 Jun 2024
https://www.genmac2024.business-school.ed.ac.uk/

Conference

ConferenceGenMac - Gender, Markets, Consumers
Country/TerritoryUnited Kingdom
CityEdinburgh
Period26/06/2428/06/24
Internet address

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  • Stigma of smell

    Schreven, S., Auxtova, K. & Zyglidopoulos, S.

    11/01/21 → …

    Project: Research

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