2025.08.29FRI
2025.07.24
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."
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