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James Young, a copy writer hired in 1912, realized that improving sales wasn’t a simple matter of making potential customers aware that a remedy for perspiration existed. It was about convincing two-thirds of the target population that sweating was a serious embarrassment.

Young decided to present perspiration as a social faux pas that nobody would directly tell you was responsible for your unpopularity, but which they were happy to gossip behind your back about.

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