[foomarks]

Other crazy factors involved:

1. You can't smell the product when you're in the store, so you have to know more about the product either through brand awareness or referral.

2. Like cologne, the smell you give off from a deodorant is about projection. Who you want to smell like is probably going to be more of a priority to potential customers than what you want to smell like.

[damncabbage]

> You can't smell the product when you're in the store,

What? Here (Australia), you usually end up with a can put to one side on the shelf that people can spray on their wrist to smell-test.

[chadgeidel]

Also like cologne, the same "stuff" smells different on different people due to body chemistry.