
03/09/2025
The Who’s Tommy wasn’t the most memorable Broadway musical 🎶 😬The band’s music never resonated much, but in 1993, the show caught attention for an unusual reason 👀
Back in the 1970s, a colleague and I had created The Magic of Chemistry, a show that blended demonstrations, stage magic, and music to highlight chemistry’s role in daily life 🧪 Always on the lookout for visuals, a 1967 album, The Who Sell Out, stood out. Its cover featured Pete Townshend applying an oversized tube of “Odorono” deodorant. Perfect for illustrating chemicals in everyday products. A slide of the cover became a staple in the show.
Even better, the album featured a song titled Odorono, with lyrics lamenting a failed deodorant. Ideal background music for discussing personal-care chemistry.
This memory resurfaced with the rise of “whole body deodorants.” No longer limited to armpits, these promise freshness even down there. Clever marketing—more surface area, more profit.
But is it necessary? Sweat regulates temperature, but its chemical composition varies depending on where it is being secreted. Eccrine glands across the body secrete mostly water and salt, while apocrine glands in armpits and groin release proteins, carbs, and fats—bacteria’s favorite meal. Bacteria metabolize these, producing trans-3-methyl-2-hexenoic acid, a goat-like odor 🙊🐐
Deodorants slow bacterial growth and mask smells; antiperspirants block sweating by forming a plug in apocrine glands. The first odor-fighting product, Mum, appeared in the late 1800s with zinc oxide. Everdry followed in 1903, using aluminum chloride, but it dried too slowly. Then came Odorono—discovered when a surgeon’s daughter realized her dad’s sweaty hands solution worked on armpits too. Marketing genius James Young later convinced women they needed it to keep romance alive. Sales skyrocketed 💸
By the 2000s, the market stagnated. Enter “whole body deodorants.” If people weren’t worried before about odors from everywhere, they should be now.
These new products feature mandelic acid, an antimicrobial that prevents bacteria from feasting on apocrine secretions. Mandelic acid, an alpha hydroxy acid, also exfoliates skin—commonly found in skincare products 🧴
Now you can see how looking into all-body deodorants took me on a journey from Odorono to reminiscing about that picture on the cover of The Who Sell Out. That album regrettably was among the ones I sold for a paltry sum when the digital music age made records obsolete 💿 Sigh.
https://mcgill.ca/x/i4J
This article was first published in The Montreal Gazette. The Who’s Tommy is not one of the most memorable of the numerous musicals I’ve seen on Broadway. I was not a great fan of the group’s music, but nevertheless in 1993 the show called out to me for the strangest reason. Back in the 1970s,...