Impulse

Impulse was originally launched in South Africa in 1972 as a 'perfume deodorant', the first product to combine fragrance with deodorant. In 1979 its popularity spread to the UK where it rapidly built up a 5% share of the deodorant market.

Since its launch, each Impulse variant has been founded on the brand’s core values of fragrance and romance – its slogan, “Men can’t help acting on Impulse” reaffirms the brand’s mission to inspire spontaneous, romantic gestures from men by helping women to smell and feel gorgeous.