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On day four of our weeklong series on new ideas my next guest is great a lot of air freshener for meant.
And maybe women who fancy -- since joining me now is Todd Durbin co-founder of archer errors superiority.
Thanks for being with this Todd so I just had tried one of -- and this -- really kind of retro -- really kind of -- and -- frankly.
It doesn't smell that great it smells -- -- I'll tell look at for -- tell me about your man defense.
Our sense are kind of inspired from.
Kind of masculine situations there we have hunting lodge distillery in European sports car and they all kind of embody these kind of bright idealistic.
Aspects of what -- -- this can be obviously it you know it's not.
Doesn't -- -- -- were a real car but the Europeans force response like leather distillery smells like charred -- and urban.
And -- hunting much -- like timber and hearth stones from a fireplace.
Right now it's a great idea who it but I would imagine that in that -- breeze air pressure market air -- I would imagine that women by far more of the products than men do are you going after.
A by definition a limited market or do you want women to buy it.
Well no we knew we we're designing it Forman but what we're finding is that women are liking it too I mean.
The air freshener category the whole industry it's a hundred it's one point five billion dollar industry and it's pretty much all marketed and targeted.
And one day we were sitting around thinking -- weren't going isn't there an air first -- that I like the smell of you know they're all else smell like.
You know cinnamon apple pie and now butterfly wings and stuff like that we thought -- I don't want I don't like that -- so yeah.
You know we made we made jokes at first what does it smell like and then we -- laugh and -- and man it's a huge industry yes why not why not try and -- -- -- -- I'm wondering whether locker room is an extension come out yeah actually ran one that kind of interesting it's called archer hunting lodge that for this product and you've got to a bite the ad aware of what the -- -- along the you know her she her I said -- her she said no but that what does it.
Herb measured nobody yet so it seems like we're kind of in the middle now when consumer product that in a manly -- probably -- those ads for.
For what is it spice old spice right with the guys being very manly or are you -- for that man.
-- I think so yeah I mean if you if you look about ten years ago and guys -- all using bar soap and today they're all using body wash it seems like.
-- trends about -- our ten years behind women so.
It just -- kind of a natural thing that we should come up with an air pressure before anyone else did you have -- that's I think -- 120000 dollars your first -- 9000 -- -- -- 100000 dollars coming in this is brand -- -- I think you're on the -- but I think some big air -- companies gonna buy you good -- -- -- it.
Thank you sir look at.
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