Enjoli, for the woman that does it all

Back in the heady days of the late 1970s, feminism morphed from a fringe movement to a popular crusade. Helen Reddy sang I Am Woman and women sang along. Support for the Equal Rights Amendment reached its high water mark, and Gloria Steinem was a rock star. Women were earning $.69 for each dollar earned by their male counterparts, and were demanding compensation for household work.

In that heady climate of 1978, marketers decided to tap into the image of the all-capable woman:

♪ I can put the wash on the line, feed the kids, get dressed, pass out the kisses and get to work by five to nine, 'cuz I'm a woman – Enjoli ♫

Charles of the Ritz creates Enjoli, the new 8-hour perfume for the 24 hour woman.

♪ I can bring home the bacon, fry it up in a pan, and never never never let you forget you're a man. 'cuz I'm a woman. Enjoli! ♫

The feminist revolution was repackaged as slavery: women are strong, subservient, hard-working sex kittens that smell great – for eight hours! Long-lasting perfume really is such an important issue: women work 20% more than men, and if they want to hold on to a man so they can raise the children, make the money, and serve him sexually, they have to smell the part: 24 hours a day.