South Africa’s fastest growing male deodorant brand, Playboy Deodorant has undergone an impressive overhaul revealing stylish new packaging and a brand new fragrance. September will see the introduction of Playboy Code Black – a fragrance that unlocks the ambience of night. “This fragrance turns the everyday guy into an international man of mystery,” says Matthew Dees, Playboy Deodorant Brand Manager.
“It represents the nightlife and lifestyle associated with being a debonair man-about-town. The packaging features the night lights of the city skyline and, if turned upside down, could represent a Matrix-like code. This alludes to the dark and mysterious scent that is Playboy Code Black.”
The Playboy aerosol range has a new-look design with an innovative twist-cap, while the roll-on range has a new curvaceous shape making it easier to grip and use. “We conducted extensive research into international packaging trends and we’re confident that the new packaging across the aerosol and roll-on ranges is the best possible styling we can offer our consumers,” says Dees.
Earlier this year, Playboy was voted South Africa’s coolest male deodorant brand in the Sunday Times Generation Next Survey Awards. The HDI Youth Marketeers-run survey recognises South Africa’s best and “coolest” brands – including products and celebrities – as voted for by 12,000 youths between the ages of 8 and 23.
“The brand has had a great year,” says Dees. “We’re thrilled to be able to offer our consumers a new product and a better design, and we welcome any feedback on the packaging and scent.”