TAG Body Spray
Encyclopedia
TAG Body Spray was manufactured by TAG Fragrance Company, a subsidiary of Procter & Gamble
. It was first released in 2005. From 2005 to 2007, TAG Fragrance Company was part of Global Gillette
, until Gillette was bought out by Procter & Gamble and dissolved. It was discontinued in October 2010.
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 teenage boys. As a result of their research, TAG was released in the beginning of 2005. 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.
The product launched a line called the TAG Signature Series in July 2009, which reintroduced three scents with new packaging which featuring basketball
star Carmelo Anthony
, skateboarder
Rob Dyrdek
, and rapper Ludacris
.
Procter & Gamble
Procter & Gamble is a Fortune 500 American multinational corporation headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods....
. It was first released in 2005. From 2005 to 2007, TAG Fragrance Company was part of Global Gillette
Global Gillette
Gillette is a brand of Procter & Gamble currently used for safety razors, among other personal care products. Based in Boston, Massachusetts, United States, it was one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was...
, until Gillette was bought out by Procter & Gamble and dissolved. It was discontinued in October 2010.
History
TAG is a re-incarnation of Right GuardRight Guard
Right Guard is a brand of deodorant for men. It is also a brand of shower gel. It is manufactured by the Dial Corporation unit of Henkel of North America, which acquired the brand in 2006 as a condition for Procter & Gamble's Gillette acquisition because P&G has other deodorant brands such as Old...
Body Spray, released in 2002. Right Guard Body Spray was discontinued after several months due to very low sales. Gillette
Global Gillette
Gillette is a brand of Procter & Gamble currently used for safety razors, among other personal care products. Based in Boston, Massachusetts, United States, it was one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was...
then spent the next few years trying to find how to successfully market a body spray for teenage boys. As a result of their research, TAG was released in the beginning of 2005. 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.
Marketing
The marketing campaign focuses on what the company describes as the "old man fantasies" of being approached by attractive women. The product's packaging, which is charcoal-grey and depicts silhouettes of women, uses fragrance names evoking success in dating.The product launched a line called the TAG Signature Series in July 2009, which reintroduced three scents with new packaging which featuring basketball
Basketball
Basketball is a team sport in which two teams of five players try to score points by throwing or "shooting" a ball through the top of a basketball hoop while following a set of rules...
star Carmelo Anthony
Carmelo Anthony
Carmelo Kiyan Anthony , nicknamed "Melo", is an American professional basketball player who currently plays for the New York Knicks in the National Basketball Association...
, skateboarder
Skateboarding
Skateboarding is an action sport which involves riding and performing tricks using a skateboard.Skateboarding can be a recreational activity, an art form, a job, or a method of transportation. Skateboarding has been shaped and influenced by many skateboarders throughout the years. A 2002 report...
Rob Dyrdek
Rob Dyrdek
Robert Stanley "Rob" Dyrdek is an American professional skateboarder, actor, entrepreneur, producer, philanthropist, and reality TV star. He is best known for his roles in the reality shows Rob and Big, Rob Dyrdek's Fantasy Factory and Ridiculousness .- Personal life :Rob Dyrdek was born in...
, and rapper Ludacris
Ludacris
Christopher Brian Bridges , better known by his stage name Ludacris, is an American rapper and actor. Along with his manager, Chaka Zulu, Ludacris is the co-founder of Disturbing tha Peace, an imprint distributed by Def Jam Recordings...
.
Fragrances
Tag debuted with 3 scents in 2005, however during the company's "TAG Signature Series Launch Party" on July 28, 2009 they renamed their products and gained celebrity endorsements. Four fragrances are currently offered under the TAG label, three featuring a different celebrity endorsing the product on its packaging.- Make Moves, endorsed by Rob Dyrdek. (formerly All Nighter)
- Stay Up, endorsed by Carmelo Anthony. (formerly Midnight)
- Get Yours, endorsed by Ludacris. (formerly After Hours)
- Step Out, (formerly Wild Card)