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.
For three generations, Impulse has been inspiring girls through its youthful fragrance and identity. But today’s generation of girls are different. They have different interests, lifestyles and perspectives. Impulse is on a mission to champion the next generation of superwomen to embark on a path of self-discovery with Impulse fragrances as their first step.
Your body is a canvas that you use to express yourself - and smelling great is one of the little things that matter - giving you the confidence to express yourself in a way that’s uniquely you. Impulse has re-launched with a refreshed identity and new brand ambassador. The range boasts seven new unique variants, three of which have been endorsed by and co-created with South Africa’s sweetheart, Boity Thulo.
Enter the brand new and revamped Impulse: a range of scent-sational perfumed body sprays that come with positive and empowering messages to the young women of South Africa: #TrustYourImpulse and Boity’s very own #OwnYourThrone. Moreover, the brand wants young girls to know that they are part of a force that is powerful. They are part of something bigger than themselves that they can fall back on, rely on and call on: sisterhood.
In addition to the three Limited Edition Boity variants, Tribal Soul & Endless Summer, Street Slayer and Vanilla Rain, and Rebel Queen & Shimmer Rays; there are also four new variants within the range, all with fun, distinctive and unique name combinations like Burnt Marshmallow & Leather Jacket, White Lace & Festival Fields, Purple Petals & Smoky Sky, and Tropical Beach & Espresso - fragrances of which were inspired by the world’s most popular fine fragrances.
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