Dusting Off: Hai Karate Cologne
Long before bikini-clad women began bestially tracking the scent of Axe body spray, before Sex Panther began working 60% of the time, every time, and even before amateur fragrance experts began critiquing colognes via homemade YouTube videos shot from their parents’ basement, there was Hai Karate.
The claim: Wear too much and women (“Even your wife!”) will be sent into a violent fit of arousal.
The result: $200 million in annual sales throughout the 1970s.
And one of the most entertaining commercials of all time…
The takeaway: It’s not misogynistic if it’s self-defense.
Sweep the leg,
- — C. Brian Smith