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.

About The Dial Corporation:

The Dial Corporation, a company of Henkel KGaA, is based in Scottsdale, Ariz., and one of America’s leading manufacturers of consumer products, including Dial® Soaps, Purex® laundry detergents, Renuzit® air fresheners and Right Guard® antiperspirants/deodorants. Dial products have been in the American marketplace for more than 100 years.

About Henkel:

“Henkel – A Brand like a Friend.” Henkel is a leader with brands and technologies that make people's lives easier, better and more beautiful. Henkel, a Fortune Global 500 company, operates in three strategic business areas – Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In fiscal 2006 Henkel generated sales of 12.740 billion euros. More than 50,000 employees work for Henkel worldwide. People in approximately 125 countries around the world trust brands and technologies from Henkel.