December 2005

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The sweet smell of success (Canadian Business Magazine)

Everybody stinks,that’s not a putdown, just a fact of everyday life. And we devote a lot of time and money proving we don’t.Canadians spent $144 millions on air freshners, including sprays, plug-ins, oils and, in the case of Procter and Gamble, a disc player that doesn’t spin music, but scents, among them Shania Twain’s wishes for Spring. The companies sugar-coat these products by using words like “disinfect” and “cleanse”, but all customers really want is get rid of horrifying odours before someone else runs into them.

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