Impulse was originally launched in South Africa in 1972 as a ‘perfume deodorant’, the first product to combine fragrance with deodorant. In 1979 its popularity spread to the UK where it rapidly built up a significant share of the deodorant market. Since its launch, each Impulse variant has been founded on the brand’s fragrance heritage and quality. The brands slogan, 'Trust your Impulse', has developed over the years and continues to inspire individuals to feel more empowered.