Welcome to “Keeping It Natural,” our new series dedicated to shedding light on why certain societal norms exist and how they impact our lives. To inaugurate this series, we tackle a subject that stirs considerable debate within the queer community in the United States. In the past few years a growing number of people began giving up deodorant. The decision led to labeling these individuals ‘B.O. gays.’
In a society where personal hygiene products are as common as the air we breathe, we explore the broader implications of this choice. Giving up deodorant isn’t merely a matter of personal hygiene; it’s a commentary on identity, societal shame, and the pressure to conform to mainstream norms.
In this blog, we take a step back to gauge the size of this trend, provide a brief history of why deodorant became an essential part of our daily lives, and why people are opting out of using it. We examine how this seemingly simple product was woven into the fabric of societal expectations and how its use (or non-use) is a statement about embracing one’s natural state in defiance of these imposed standards.
Join us as we navigate the intricate layers of this topic, understanding its historical context, and exploring its significance within the LGBTQ+ community. “Keeping It Natural” is more than just a series; it’s an invitation to question, learn, and perhaps even unlearn some of the societal ‘norms’ we’ve taken for granted.
The Growing Trend of Giving Up Deodorant
In recent years, there’s been a notable shift in attitudes towards deodorant use, with an increasing number of people choosing to forgo it. This trend is reflected not only in individual behaviors but also in market trends. These statistics and market trends indicate a broader cultural shift towards accepting and embracing natural body scents.
This movement, particularly strong among younger demographics, reflects changing attitudes about body odor, personal hygiene, and the use of commercial personal care products. It’s a trend that aligns with the themes of authenticity and self-acceptance that are central to our “Keeping It Natural” series.
A Shift in Personal Habits
A 2021 study by Degree Deodorant found that a significant percentage of the population is rethinking their use of deodorant. According to a survey, almost seven in ten (68%) respondents admitted to intentionally skipping deodorant, especially when they knew they wouldn’t be socializing during the COVID-19 quarantine. This choice highlights a growing comfort with natural body scents and a shift in personal hygiene habits, particularly when private or in familiar company.
A Generational Perspective
The YouGov survey sheds light on this trend, particularly among younger generations. It found that about 40% of individuals aged 18 to 24 and roughly 30% of those between 25 and 34 don’t typically use deodorant. This data suggests a significant movement among younger people towards embracing natural body odors or finding alternative ways to manage their scent.
Market Trends Reflect Changing Attitudes
The changing attitudes towards deodorant use are also mirrored in market trends. All of these people giving up deodorant or limiting its use caused a noticeable slump in overall deodorant sales. Although there has been a recent reversal in this trend, the fluctuation points to evolving perceptions about the necessity of deodorant in daily personal care routines.
Addressing the Counterarguments
While embracing our natural scents is gaining traction, it’s not without its critics. Some argue that forgoing deodorant can lead to social discomfort or hygiene issues. Concerns about professional implications and personal relationships also arise. It’s crucial to understand that personal hygiene is a deeply personal choice, and what works for one might not for another. In short, if you don’t want to stop wearing deodorant-keep wearing it.
Why Did We Start Wearing Deodorant?
The story of deodorant as we know them today started in 1888. The introduction of products like Mum, the first trademarked deodorant, and Everdry, the inaugural antiperspirant, marked the beginning of a significant shift. In an era where regular washing and the use of heavy perfumes were the norm for masking natural scents, these products emerged as novelties. Perspiration, a natural physiological process, was increasingly viewed as something to be hidden, replaced by sweet, overpowering fragrances symbolic of cleanliness and social propriety.
However, the journey of deodorant from a luxury to a staple in our daily lives, blossoming into an $18 billion industry, was not fueled by consumer demand alone. It was propelled by something more calculated and insidious: manufactured shame.
The Role of Marketing in Shaping Perceptions
The history of deodorant is not just about human ingenuity or practicality. It stands as a testament to the power of marketing and its ability to reshape societal standards rapidly. Advertising campaigns did more than promote a product; they peddled fear. They tapped into a deep-seated anxiety about natural body functions, transforming everyday aspects of our bodies into sources of potential social embarrassment.
One of the most striking examples of this manipulation was the portrayal of a woman’s underarm. No longer just a part of the body, it became a symbol of potential social downfall if not properly managed. This narrative was not rooted in concerns for public health or personal comfort but was a strategic move to create a new form of self-consciousnessโone that could only be quelled by the products being sold.
Expanding the Market: Targeting Men
Interestingly, the initial marketing push predominantly targeted women. However, as the industry sought to expand its market reach, it recognized a significant untapped demographic: men. Until that point, a man’s natural body odor was often seen as a sign of masculinity, a testament to his work ethic and inherent nature.
To include men in their consumer base, companies embarked on a campaign to shift societal perceptions. They began to promote the idea that a “real” man, a modern man, cared about his presentation to the extent of masking his natural scent. This shift was not just about smelling pleasant; it was a fundamental restructuring of societal norms to align with a profitable agenda.
What’s Old is New Again
As the pandemic led to a slump in deodorant sales, brands like Degree saw an opportunity to reignite the market. In an effort to “remind” people of the perceived need for deodorant, Degree launched a campaign in New York City in June 2023. The underlying message was clear: it was time to resurrect the sentiment of shame associated with natural body odors.
This marketing strategy proved effective. By October 2023, there was a noticeable 15% surge in deodorant sales. This trend underscores the enduring influence of marketing in shaping consumer behavior and societal norms, especially regarding personal hygiene.
Reasons for Giving Up Deodorant
There are many reasons people choose to give up deodorant. Here are a few:
People Don’t Believe They Need It
Whether its because of frequent showers or working from home, many simply don’t find using deodorant necessary.
Maschalagnia: An Armpit Fetish
Adding to the complexity of this trend is the concept of Maschalagnia, or armpit fetish. This term describes a sexual attraction to armpits, encompassing arousal from the sight, smell, or touch of someone’s underarm area. For individuals with this preference, the natural scent of an armpit is appealing and desirable.
Chemical Concerns
Another significant factor in the decision to ditch deodorant is the desire to avoid chemicals found in many deodorants and antiperspirants. Some people are wary of the potential health risks associated with long-term exposure to these substances.
Embracing Natural Scent
Lastly, there’s a growing appreciation for one’s natural scent. This preference is rooted in the belief that each person’s unique body odor is part of their identity. For these individuals, smelling like themselves, without the alteration of fragrances or chemicals, is a form of self-acceptance and authenticity.
Embracing Authenticity by Giving Up Deodorant
It’s clear that for many the choice to forgo deodorant is more than a personal preference โ it’s a decision to live authentically. In embracing our natural scents, we not only challenge the ingrained societal norms but also celebrate the unique identity that each of us carries.
The decision to ditch deodorant is a step towards liberating ourselves from the manufactured shame and unnecessary anxieties imposed by a market-driven narrative. It’s about reclaiming our bodies from the clutches of commercial interests and recognizing the beauty and authenticity in our natural state. This choice aligns with a growing movement towards holistic wellness, where we listen to and respect our bodies’ natural processes and rhythms.
Opting out of deodorant isn’t merely a rejection of a product; it’s an embrace of personal freedom. It’s about finding peace with our physical selves. It’s a recognition that the human body, in its natural form, is not something to be masked or altered but to be celebrated and accepted.
As we forge our paths forward in the realms of personal care and self-expression, let us carry the spirit of authenticity, respect for diversity, and love for our natural selves. May we continue to question, learn, and make choices that resonate with our deepest truths, fostering a world where every scent, every body, and every identity is honored in its most genuine form.
GET FULL ACCESS TO OUR ARTICLES BY SUBSCRIBING TO NATURAL PURSUITS ONLINE
Leave a Reply