To help generate buzz surrounding the launch of its new RGX Bodyspray, The Dial Corporation is initiating a unique marketing strategy in its appeal to “regular” guys ages 15 to 29. The RGX brand adopts a new, mature approach in the bodyspray/cologne category that is a given a face and voice through RGXLife.com, a Web site that operates as a high-quality, multimedia men’s network, rather than simply an online product brochure.

The Dial Corporation recently launched RGX Bodyspray, a product designed to invigorate the Right Guard® brand among younger male consumers. The bodyspray represents the brand’s first major expansion since Dial acquired it from Proctor & Gamble in 2006.

RGXLife.com, an entertaining and interactive Web site that is already approaching one and a half million page views per month, features continuously updated articles and episodic videos. Akin to a consumer TV network, the site maintains a production staff to keep content fresh and compelling, and offers partner companies who collaborate with RGX an opportunity to convey their message on the site.

“With rgxlife.com, we pride ourselves on providing compelling, original content that appeals to regular, authentic guys,” said Stephen Koven, Right Guard/RGX brand manager. “Via unique content, we’re building a platform for like-minded guys who want to step up when it comes to the products they use, the brands the associate with, and how they live their life.”

The site reflects the divergent interests of the target market with sections on Gaming, Sports, Fitness, Video, Music, Style and one called Her, where female columnists offer real insights on dating and relationships for men. The site’s original, exciting content mixes articles, videos, blogs, reviews, and tools delivered with understated humor in an entertaining style. Unlike a static periodical, content is updated daily. Interactive elements encourage visitors to answer trivia questions, participate in sweepstakes, query the advice columnists and interact with editors and bloggers.

The site’s Sports section, which also illustrates the creativity taken with strategic partnerships, includes interactive game analysis by AccuScore, a trendsetting sports content and forecasting provider, an exclusive blog, original videos and content, including a new paintball section prepared by Splat magazine. The Fitness pages feature a meal calculator, Mighty Mike’s exclusive fitness blog, recipes, and exclusive articles, including special workout articles from Iron Man magazine.

“This is a great way to access a target market that is similar to ours,” said John Balik, publisher and editor in chief of Iron Man. “RGXLife.com is a great platform for cross-promotions that help expand brand awareness to broader audiences and offers a win-win relationship.”

RGXLife.com’s clean design mirrors the product’s brushed aluminum can and its four scents: SURGE (orange), CHILL (blue), RUSH (green) and REFRESH (gold). The RGX brand is about confidence, authenticity, and being subtle—not overpowering, a theme that is worked into RGXLife.com.