What Is That SMELL?!

Grooming has become somewhat of a necessity in young boys - and, no, we can't blame this on the cast of Jersey Shore...

In "Masculinity in a Can," The Times depicts this trend as growing at an alarming rate - not among teens, but among preteens. Boys 10 and 12 years old are spending their (and their parents') money on deodorant, body sprays, and hair care products. And, the biggest product winners appear to be TAG and AXE, whose edgy marketing ads are aimed at the highly sought-after 18-24 demographic. But, in trying to keep up with the trendy older boys, the article asserts, pre-teenage boys have caught on.

The trend seems to be a result of a perfect storm of factors:

• Boys' bodies are changing at that age. With hormones raging and odors emanating, it's when they begin to use deodorant, in general.
• Girls of the same age are maturing at a faster rate. They are influencing the boys of the same age to take matters into their own hands, which means styling your hair and refining your overall presentation.
• Marketing campaigns are being targeted in different arenas, such as video games and youtube, which will invariably reach younger and younger audiences.
• And, it's the perfect age to catch these boys. Between the ages of 10-14, boys are trying to establish their identities. They become conscious of their appearance, their smell, their social group. Given the notion that a small change like applying body spray can dictate how cool or desirable you will be makes the answer simple - get me some product!

The short answer is, of course, peer pressure. Whether it is from older boys, boys of the same age, or girls the influence of the peer group is still the strongest motivating factor. This much has not really changed over the years, except that the message is coming in stronger and faster than ever. A market consultant is quoted in the piece as saying, "The peer pressure is starting from the girls, who are discussing how much someone smells or what they look like, and it’s being recorded in real time by e-mail and texting."

Can you imagine being 11 and having an off day in the body odor department? Except, by the time you leave homeroom, every kid in your grade with a cell phone has gotten an alert that you stink today? It's not hard to see why these companies are making a killing...

(Didn't really need this ad . . . but can you believe that's LL Cool J??)