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RGX was a body spray owned by Dial Corporation and launched in January 2007. The product was an attempt by Dial to break into the body spray market, currently dominated by AXE and Tag, through a marketing strategy directed at older men. RGX employed the Internet to create buzz via a men's lifestyle website called RGX Life, followed by television, print, and public relations activities. Television and online banners feature actress Rachel Specter. In 2009, the body spray line was discontinued.

Fragrances

RGX had six fragrance variants:

• CHILL
• RUSH
• SURGE
• REFRESH
• ICED
• PURE 50

References

1. Dial Hopes Right Guard Can Cut Into Axe's Business
2. MediaPost Publications - It Ads Up: Right Guard Takes Swing At Axe - 03/07/2007 Archived 2007-02-14 at the Wayback Machine

External links

• RGX Bodyspray Official Website
• Dial Corporation

v t e Henkel
Subsidiaries	Henkel North American Consumer Goods
Brands	20 Mule Team Borax Breck Dial Fa Loctite Persil Pritt Purex Renuzit Snuggle Sunlight Surf
Former brands	Coast Creme 21 Dry Idea Fels-Naptha Right Guard Wisk

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