For women of the 1970s, the personal care offerings included a wide range of unique products, such as Tickle deodorant.
The distinctive name, product shape and colours became popular with shoppers of the mid 1970s, especially with the suggestive tag lines, such as “Staying drier is nicer with a little Tickle.”
The roll-on anti-perspirant focused on offering customers the first roll-on with an oversized big round ball, four scents (citrus, herbal, floral and unscented) and hourglass shape behind polka dots.
Definitely feminine, but a bit risque and silly, Tickle’s ads attracted the consumer with their ribald commentary: “Make yourself happy with a little Tickle!”. Television commercials used several models, laughing as the male voice over talked about Tickle.
In 1978, actress Connie Selleca became the official spokesperson for Tickle – focusing on the design of Tickle with the tagline: “Beautiful packages, different fragrances.”
A popular product of the 1970s, who knows if Tickle would work in the 21st century, but its mix of humour and distinct packaging made it a popular addition to women’s beauty cabinets.