Unilever Sub brand information IMPULSE

Impulse is the UK's number one female body spray fragrance and is designed to make women smell and feel gorgeous.


Capturing the female allure
With names like Temptation, True Love and Romantic Spark, Impulse understands how to capture female allure in a bodyspray. Using Impulse bodyspray fragrances every day does not only give consumers the promise of gorgeous-smelling skin, but also the lookout for men to snuggle that bit closer to them.
Impulse was originally launched in South Africa in 1972 as a 'perfume deodorant' which was a unique concept at the time. Today, Impulse body fragrances use the latest spray technology for a light and tingly application. And each Impulse variant is dermatologically tested to be kind to skin.
How it all started
• Impulse was launched in the UK by Elida Gibbs in 1979 (a subsidiary of Ponds). The packaging featured the iconic butterfly design with the famous slogan 'Men can't help acting on impulse.'
• Over the years Impulse consistently developed its scent library to keep the range fresh and up-to-date.
• In 1981 the Jeunesse variant was introduced. The fragrance paid homage to classic French perfumes and managed to make £8 million in the UK.
• In 2009 the whole Impulse range underwent a packaging re-vamp to give the brand a more contemporary and modern feel.
• With the brand mission to offer consumers delicate everyday fragrances, Impulse is launching a new variant every year to keep up with the latest fragrance trends.
• In 2009 Impulse Romantic Spark was launched following the floral fragrance trend. Its subtle and sophisticated blend of wild violets and white wood promises to make consumers smell absolutely divine.
• Impulse body spray fragrances have been developed by Ann Gottlieb – the famous 'nose' who is also creating signature scents for well known perfumes, in collaboration with the best fragrance houses in the world.
• The process of creating a perfume is exactly the same as for an Impulse body spray which makes Impulse the perfect everyday fragrance.
• Every new variant in the Impulse range follows the latest fragrance trend in the fine fragrance market and is therefore bang on trend.
• An early Impulse commercial starred Neil Morrissey (of 'Men Behaving Badly').
• In 2004 Impulse hosted a one-off celebrity event in the BBC's Fame Academy House, London, with a fashion show and a performance by pop star Jamelia.