Edna Murphey created Odorono, a liquid deodorant designed to stop perspiration, not just mask odor. This was a groundbreaking approach compared to existing products that focused on fragrance.

Early marketing efforts faced resistance due to social taboos surrounding body odor and open discussion of perspiration. Initial sales were slow, highlighting the need for a shift in marketing strategy.

Edna Murphey partnered with advertising executive James Albert Wales to revolutionize Odorono's marketing. Wales understood how to create a need where one previously wasn't perceived.

Wales implemented a controversial but effective fear-based marketing strategy, emphasizing the social consequences of body odor for women. Advertisements highlighted the risk of being unattractive and undesirable if perspiration wasn't controlled. This strategy dramatically increased Odorono's sales and brand awareness.

Odorono became a leading deodorant brand, establishing a significant market share and transforming the hygiene habits of American women. The success of Odorono paved the way for the modern deodorant industry.