Edna Murphey

Overview

Edna Murphey, a name often overshadowed by the product she created, was a pioneering American entrepreneur. In the early 20th century, she single-handedly transformed personal hygiene habits and laid the groundwork for modern deodorant marketing with her groundbreaking product, Odorono. Her innovative, though sometimes controversial, marketing strategies tapped into societal anxieties and insecurities, forever changing the way we think about and address body odor. This timeline explores the key moments in Edna Murphey's life and career, tracing her journey from relative obscurity to becoming a significant, though often criticized, figure in the history of advertising and personal care.

Main Milestones

Early Life and Background

Late 19th Century

Information regarding Edna Murphey's early life is scant. However, it is known that she lived in Cincinnati, Ohio. Specific details about her birthdate, family, and education remain largely unrecorded. Her lack of prior business experience makes her later success with Odorono even more remarkable, suggesting a natural aptitude for marketing and entrepreneurship that was not necessarily cultivated through formal training.

Discovery and Development of Odorono Formula

1910s

Edna Murphey was a physician or possibly a surgeon's assistant (records are unclear). She created the formula for Odorono, a portmanteau of "Odor? Oh no!" She identified a need for a solution to address perspiration odor, which was becoming an increasing concern in a society that was increasingly concerned about social expectations. This formula, based on aluminum chloride, proved to be incredibly effective, although initially harsh, at preventing sweat and odor, setting it apart from the perfumes and superficial solutions of the time.

Odorono's Launch and Initial Marketing

1912

Edna Murphey formally launched Odorono in 1912. She began by selling the product directly and through a small advertisement. Her early marketing efforts were relatively conservative, focusing on the efficacy of the product and its ability to combat perspiration, rather than directly preying on social anxieties. Initial sales were slow, but she remained committed to her vision.

Partnership with J. Walter Thompson and Shift in Marketing Strategy

Early 1920s

Recognizing the need for a more effective marketing approach, Edna Murphey partnered with the advertising agency J. Walter Thompson. This collaboration marked a turning point for Odorono. Under the influence of JWT's copywriters, the marketing strategy shifted to focus on the social consequences of body odor. Ads began to emphasize the fear of social rejection and embarrassment, using phrases like "Ruthless Truth" to shock and alarm potential customers. This controversial, fear-based approach proved incredibly successful.

Odorono's Dominance and Criticism of Marketing Tactics

Mid-1920s

Odorono quickly became the market leader in the deodorant industry thanks to its effective marketing approach and the product's efficiency. While sales soared, Edna Murphey faced increasing criticism for her manipulative and anxiety-inducing advertising campaigns. Many found her tactics unethical and harmful, accusing her of exploiting women's insecurities for profit. Despite the criticism, Odorono's success continued, demonstrating the power of fear in shaping consumer behavior.

Sale of Odorono

Late 1920s/Early 1930s

Edna Murphey sold Odorono. The sale of her company marked a turning point, although the specific details of the transaction remain somewhat elusive. The sale was likely driven by a combination of factors, including the stress of managing a rapidly growing business and the desire to capitalize on the company's success. After the sale, the new owners continued with the advertising strategy Murphey established.

Later Life and Legacy

Post-Odorono Era

Information regarding Edna Murphey's life after selling Odorono is scarce. She largely faded from the public eye. However, her legacy as a pioneer in deodorant marketing remains significant. Her controversial tactics, while ethically questionable, fundamentally altered the way personal hygiene products are marketed. Although details of her later life are limited, her impact on the advertising industry and the way we perceive body odor is undeniable.

Other Themed Timelines

Early Life and Family (Hypothetical - Limited Data)

Impact on the Deodorant Industry

Marketing Innovations and Strategies

The Odorono Era: Product Development and Early Marketing (1912-1920s)

Themed Timelines

Talks

Media Collections

Overview

Other Themed Timelines