/Daily Fix

Consumers were told that Jovan products would help them attract members of the opposite sex, and increase their odds for steamy liaisons. Many Jovan ads contained the subtle argument that people were having sex, and if the reader wasn't satisfied with his or her 'share,' Jovan could be of service. Sex and intimacy were the prizes, and Jovan was positioned as the purchase that helped consumers achieve those ends. Consider a Jovan Musk Oil headline in 1977: 'In a world filled with blatant propositions, brash overtures, bold invitations, and brazen proposals…Get your share.'

A 1975 retail ad for Jovan Sex Appeal aftershave/cologne for men, contained the headline, 'Sex Appeal for Sale. Come in and get yours.' The tagline read, 'Jovan Sex Appeal. Now you don't have to be born with it.'