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Renuzit’s Aromatherapy Commercials Are Spicy
By: Justine Huffman
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Sex sells. It’s a given, and has been persuading us to dip into our wallets since the days of old, when pin-up girls and muscle-laden men provided visual persuasion.

Renuzit has enlisted a diverse group of attractive men, known as the Renuzit Scent Gents by Pereira & O’Dell, to promote their new Aromatherapy line. Each male member of the group represents a new scent from the product line.

The initial commercial introduces us to Luke and Richard, whose paralleled aromas would be great for your living room, and Jean-Pierre. His scent may be suitable for your kitchen. All of the men have varying degrees of sex appeal, which allows for Renuzit to capture a greater target audience. But are the Scent Gents merely another example of objectification of the masculine kind?

In America, it’s common to see lots of racy images of women in media, let alone product ads. Women in scant clothing, showing cleavage, and using seductive poses are thrown our way every day in adverts hewn toward heterosexual women and men. The scales become slightly balanced once a man becomes the model for vending provocativeness.

To Renuzit’s credit, none of their Aromatherapy characters have appeared partially nude, unless you count the guy wearing a wet shirt who appears in the first commercial holding a bouquet of flowers.

The commercials play on the notion that women desire to have a man in every room, but the closest they’ll get to that fantasy becoming reality is having a Renuzit Aromatherapy product in each room of their homes. 

Selling sex plays on gender roles and stereotypes. Companies should make an effort to create more gender-neutral advertising in an effort to not exclude prospective customers. Marketing to the presumed majority is not always the best advert tactic.


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About the Author
Justine Huffman is an indie author, poet, and graphic artist residing in Delaware, USA. When she's not unleashing her creative powers, she enjoys reading humorous fiction, dining at local seafood eateries, and daydreaming. 
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