At the International Federation of Cosmetic Chemists (IFSCC) Conference in London in 1958, Dr Middleton proposed a definition of cosmetics as products which made people nice to be near, and this is a good description of the prod- ucts now known as antiperspirants and deodorants. In marketing terms, it is a phenomenon of the second half of this century. The problem of odour and excessive perspiration has been around much longer, as indicated above. About 200 years ago, John Wesley said 'Cleanliness is indeed next to godliness.' Until this century, efforts to combat the problem were confined to the use of soap, astringents and masking perfumes.
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