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Is Work Pressure Causing "Stress Odor"? The New Standard for Eliminating Middle-Aged Men's Odors at the Root: "AG Deo 24 Men"
At this time of year, just a short walk outside is enough to make you sweat. While that can hardly be helped, it does make you start worrying about odor. The smell of sweat is notoriously hard to notice for yourself, which is why many people use extra measures like antiperspirant sprays or wipes just to be sure.
That’s why you’ll want to check out the FineToday brand, "AG Deo 24." Their men's line, "AG Deo 24 Men," focuses on products specifically for middle-aged men, working to solve odor issues at the root cause. How did the development of these products come about? We spoke with Tatsuo Shirakawa, the brand manager at the company, to learn more.
PROFILE
Tatsuo Shirakawa
General Brand Headquarters, Brand Manager (AG Deo 24 Group)
Joined Shiseido in 2006. After working in cosmetics and personal care sales and planning, took on a group manager role in retail marketing, paving the way for a marketing career.
Joined FineToday in 2021, leading cross-brand marketing projects and writing concepts for new products, driving a wide range of marketing activities. Since 2023, has served as the brand manager for AG Deo 24, leading customer-focused branding by leveraging experience in both sales and marketing.
The familiar "O"-marked odor judge everyone recognizes
Even if you've never heard of "AG Deo 24" before this interview, there's a good chance you remember the commercial with the odor judge sniffing armpits and raising a paddle marked with an "O."Launched in 2001 as the successor to "AG+," "AG Deo 24" has continued to lead its category with the brand mission: "Freedom from odor through science."
It all originated with the "AG＋" brand, and the development of "AG Deo 24" products is now being carried out independently from Shiseido.
"We launched 'AG＋' back in 2001. You might remember the unisex silver spray cans. At the time, the deodorant market was dominated by scented sprays that masked odor, but we shook up the industry with our unscented formula that claimed to eliminate odors at the source."
Back then, unscented products were rare, and while users responded extremely well, there was still a segment who felt uneasy without some kind of fragrance. To meet these needs, the company added fragrance options and expanded offerings to include items like foot sprays.
A Deodorant Focused on Men's Unique Odors
When the product first launched, most deodorants on the market traced their roots to overseas products, where masking odor with fragrance was the standard approach.In that context, "AG Deo 24" was a pioneer as a "deodorant that neutralizes odors at the source, even without scent." The men’s line, "AG Deo 24 Men," is especially notable for targeting men’s distinct concerns. Specifically, we asked: Why does body odor from sweat occur in the first place?
"In reality, sweat itself is odorless. The unpleasant smell actually forms when sweat mixes with bacteria. When sebum is added, you get the scent known as 'aging odor.'
"That's why we devised a two-step formula: first, to thoroughly control sebum, and then remove the bacteria that cause odors."
Unlike women, it’s known that the sebum levels in men, which peak in their late teens, scarcely decrease with age.
So, why focus product development on the middle-aged demographic?
"First, there's a notable increase in men becoming more self-conscious about their own body odor around their mid-30s. Our research also found that this generation, while working passionately, are also highly considerate about not causing discomfort to those around them with things like aging odor.
"We wanted to bring our products to these thoughtful men—those who are conscious of their personal hygiene and the comfort of others. That’s the motivation behind our continued development efforts."
The strong commitment behind this is clearly reflected in "Medicated Men's Body Cleanse" and "Men's Deodorant Spray Premium" (both quasi-drugs). These exceptional products are designed to thoroughly target four types of odors—sweat odor, aging odor, stress odor, and foot odor—providing a decisive solution to common male concerns.
"In pursuit of creating a 'product truly worthy of adult men,' we aimed to develop items with no trade-offs in functionality—where enhancing one aspect doesn't come at the expense of another.
"That's why, with our body cleanser, we made sure to achieve both powerful cleansing and lasting hydration, and we never compromised on addressing all four major odor concerns.
"The same philosophy guided our deodorant spray. By blending the antibacterial IPMP (isopropyl methylphenol) complex, we enhanced its efficacy, and by ensuring the ingredients adhere to the skin for extended periods, while making the formula powdery, we've done away with stickiness. As a result, with just a morning application, you can enjoy all-day freshness."
Antibacterial effects are inherently invisible, and it's always difficult to judge if they're working. That's why so much care goes into the product formulas.
"The real challenge with odor care products is that their effectiveness is difficult to see at a glance. So, it's critical that the product delivers a sensory experience—visually and in how it feels to use.
"For the body cleanser, we put special focus on a rich lather and the refreshing after-wash feeling. For the spray, we ensured a long-lasting silky sensation."
Refreshing the Image of Middle-Aged Men
In 2016, driven both by the wish for customers to stay comfortable 24 hours a day and a strong determination to lead the deodorant market, the brand updated its name to "AG Deo 24" and carved out a new, fragrance-free territory in deodorant.Now, with the full launch of "AG Deo 24 Men," the brand is set to become an essential for middle-aged men. What does the company see in the future for such deodorant products?
"Among today's generation, awareness of cleanliness and odor care is clearly rising year by year.
"Yet, scenes where middle-aged men are teased for foot odor or aging smell can still frequently be seen in dramas and anime.
"We believe it's time to change that narrative. If our products can be part of shifting those old perceptions, nothing would make us prouder."
Men's sense of grooming isn't just for the younger generation anymore. If anything, it's the middle-aged—carrying greater social responsibilities and richer experiences—who may now feel a more genuine need to look after themselves, especially when it comes to "cleanliness."
The very generation that spent their youth with "AG＋" is now entering their middle age. The evolved "AG Deo 24 Men" is sure to offer them both nostalgia and fresh solutions for today.
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