who buys teens deodorant?

the tru study's teen buying control index quantifies the proportion of the time teens (as opposed to their parents) actually purchase the products they use.

according to tru's spring 2007 study, the anti-perspirant and deodorant category indexes high on teen usage and lower on teen buying control. this suggests that parents are doing much of the buying, but teens are probably greatly influencing those purchases.

so, in a case like this, tru suggests advertising to teens (to encourage purchase requests) and helping moms fulfill those requests by offering price promotions through couponing and at retail.