In 2016 my daughter went through an intense hand sanitizer phase, it was sandwiched between the days of making her own slime and travel soccer. She was not alone, all of her tween BFFs were afflicted with the same disease, a hallmark of the middle school years for girls.
Such a carefree time when my biggest concern was….can they actually get drunk from smelling this sh*t? How many hours can 5 tween girls spend in Bath & Body Works? Why am I the only mom schlepping these girls to the mall? What is a reasonable amount of hand sanitizer and is that affected by the buy 12/get 82 free sale? So many questions as we navigated our way through the days of olfactory overload.
Fast forward four years and now that once annoying and inconvenient phase has gifted us with a plethora of outdated and funky smelling gel. I haven’t seen traditional hand sanitizer in any store for over two months. My supplies are dwindling so I had to put on my mom jeans and raid the leftover stash from my daughter who has since moved on to grunge, goth and her two faves Brian May & Gordon Ramsay. If you have a tween or teen daughter, chances are you have a similar stash if you didn’t get all Marie Kondo and throw them out three years ago like a responsible parent, tsk, tsk.
If you do have a stash on hand of the 2016 Bath & Body Works Collection, please allow me to provide a little guidance. Here’s a review of the three bottles of hand sanitizer that I “borrowed” from my daughter’s room earlier today.
Sage advice B & B W. The bottle features a penguin wearing a grass skirt on a beach with a palm tree. That would be a nice place to chill out. Trying to sort out what part of the world this penguin is from, perhaps the Galapagos?
Anyhow, the scent (inhales deeply while holding the canister in my right hand, the left hand flutters in an upward motion).…it smells like a pina colada with strong notes of Axe deodorant. That’s a brilliant move by the marketing department – 98% of the male middle school population wore Axe deodorant in 2016. Bravo!
WTAF B & B W. This bottle has a boozy looking drink on it with a partial white face with blondish hair which looks Trumpian. I think someone in the marketing department may have gotten a contact high from all the product. The median age of your hand sanitizer demographic in 2016 was 11 years and 7 months. Are they supposed to drink this sh*t or are trying to sort out which parents aren’t paying attention to their kids purchases and then question their decisions 4 years after the fact. Touche, sorry I got side tracked.
The scent is (inhales once again, same hand motions)….tough to dissect this one, it’s complicated. There is a hint of lime with a suggestion of future bad decisions and a twinge of vomit. Well played marketing, well played.
The Struggle is Real
This bottle features what I can only guess is an ice cream container with a spoon. The ambiguity of the artwork is a good call since your customer can fill in the blanks – is it an ice cream container or cookie dough, what’s your comfort food of choice? And really it’s never too early to introduce emotional eating is it? It has become clear to me that you are casting a wider net then I originally anticipated. Perhaps you went into this venture hoping to appeal to tweens and their boozy and/or mildly depressed moms. Sure it was a reach but I do appreciate the effort. Whispers…my comfort food is Milk Duds.
Last time, inhales deeply (forget the hand motions, who are we fooling this stuff all smells the same)….ah…this is a familiar scent…Hawaiian Tropic Sunscreen and wait….ah yes, the tears & sweat found only in a middle school gym locker room. You’ve out done yourself with this one. You have the perfect formula for happy scent with a dash of realism. I suspect the adult version of this replaces the gym locker room scents with something like unrealized dreams and cortisol.
The struggle is real, it sure f^cking is.