Designing Experience- Right Guard

Product: Right Guard Sport Powder Dry (Antiperspirant Aerosol)

The antiperspirant aerosol is a product I discovered about 2 years ago and have been using since. I'm a huge fan of this product mainly for it's functionality and performance. I sweat easily, so deodorant has always been a big part of my daily routine. Before using antiperspirant aerosols I used solid deodorant sticks which I tended to over-apply. The solid deodorant would clump together and build up in the fabrics of my close easily, which would result in staining the armpit area of whatever shirt I wore. Using antiperspirant aerosols applies a thin layer of deodorant over the area applied and still provides excellent defense against odor and sweat.

Perceptions

The aerosol can has a long cylindrical design. It's approximately 7 inches tall, which is small enough to be handled by the user and can fit in a bag. The primary color is a deep blue with white and light blue as secondary colors and hints of orange sprinkled in. The Right Guard logo uses a soft light blue coloring in the back, with white lettering outlined in navy blue and a thin white border encompassing it. The lettering has shadowing which provides the look that it's elevated. The lettering and navy blue background provide a contrast that pops gives the perception of power or strength. The word "sport" has a different font which has sharper corners and lines, and is italicized with aerodynamic lines streaming of the backend, providing the perception of speed. The words "odor defense" sport (no pun intended) a different font with an orange color.

Interpretation

The Right Guard Sport Aerosol is very masculine in its design. The blues, whites, and oranges provides an appearance that attracts my eye (my favorite color is blue). In addition, I've been a user of Right Guard before and I'm fairly familiar with the brand, so switching products within their brand was an easy transition.

Marketing Research

The moment Right Guard's website came up on my screen I immediately knew it was a product for active men. The website uses a black background with pictures that are tinted blue. A white font is used for contrast with neon green lettering to highlight important phrases. The website uses language in a sarcastic, informal way that sounds familiar to the way friends address each other and include subtle digs. The language also uses words associated with sports like "hall of fame", "all-star lineup", and "win big". The three pictures observed in the main ribbon on the website are all sports related- a hanging jersey on a locker, 4 men (approximately in their 30s) cheering you on, and football helmets being raised into the air.

Right Guard invests a lot into the masculine image they present, this is a strictly "boys only" area. The active male is a particularly large demographic, but it may be in Right Guard's best interest to explore some market segmentation and see if there are other small markets they could exploit.

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