The Smell of Shame: How Deodorant Became Omnipresent in America
A Breakthrough Changing Fashion, Changing Lives
Capturing the Roaring 20s with its Cabaret Theme
The effervescent Roaring 20s, an era of flappers and prohibition, witnessed a revolutionary stride in personal hygiene: the advent of the first odor-killing deodorant, Mum. Trademarked in 1888, Mum epitomized the changing societal norms and the rise of body consciousness in America.
Prior to the 20th century, personal hygiene largely centered around bathing, with little attention paid to body odor. However, as fashion trends shifted towards lighter, revealing clothing, the need for odor control became increasingly apparent. The invention of the modern disposable razor in 1901, which enabled women to expose their underarms, further heightened the demand for a solution to sweat and odor.
Mum, initially marketed as a cream, tapped into this growing market. Its potent formula effectively neutralized the odor-causing bacteria, offering a newfound sense of confidence to its users. The product's popularity skyrocketed, and by the 1920s, it had become a household staple. Advertisements touted Mum as the answer to the "smell of shame," reinforcing the notion that unpleasant body odor was a social stigma.
The cultural impact of Mum and other early deodorants was profound. They played a pivotal role in shaping the beauty standards of the time, placing a newfound emphasis on personal hygiene and odor control. As society became more accepting of revealing clothing, deodorants became an indispensable tool for maintaining one's image and social standing.
The popularity of deodorants continued to soar in the decades that followed, with new products and technologies emerging to meet the evolving needs of consumers. Today, deodorants have become ubiquitous in American society, an essential part of daily hygiene routines. Their impact on fashion, personal hygiene, and social norms has been undeniable, leaving a lasting legacy on the way we perceive and present ourselves.
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