Emerging deodorant brand, Tag, is deepening its footprint in Nigeria’s personal care market with fresh partnerships and campus-wide activations, most recently at the 38th International Conference and 39th AGM of the Society of Nigerian Theatre Artists (SONTA), hosted at Lagos State University (LASU), Ojo.
Produced by Imperio International Limited, Tag is positioned as a lifestyle brand that blends freshness, luxury, and affordability. Available in six fragrances and promising up to 48-hour protection, the deodorant reflects Imperio’s broader portfolio of perfumes, skincare products, and personal care lines.
Connecting with a Young, Active Audience
Speaking at the LASU activation, Roseline Abaraonye, Marketing Director at Imperio, said the brand is deliberately reaching out to young people who lead dynamic, energetic lives.
“Because this is an environment where we have young people, Tag being a vibrant young brand, we believe the brand fits with the community,” she explained. “All the consumers need to do is tag it on and keep moving for an all-day freshness.”
She added that compared to competitors, Tag offers a rare combination of variety, long-lasting effectiveness, and affordability. “If you are looking for an affordable luxury deodorant, Tag is the brand to carry along with you,” she said.
Why the Arts Community?
The partnership with SONTA was carefully chosen, Abaraonye noted. With its theme, Technology, Intercultural Dialogue and the Future of the Performing Arts, the five-day gathering brought together theatre scholars, practitioners, and students from across Nigerian universities.
“Performing artists lead an active lifestyle, moving from rehearsals to stage performances,” Abaraonye said. “Tag is here to encourage this active lifestyle and give them assurance of freshness from start to finish. Our deodorant actually gives a 48-hour cover—whether on stage or at the beach for the closing event, Tag is there tagging along.”
Building an Affordable Luxury Identity
Imperio International Limited has built its reputation on premium-quality products offered at accessible prices. Abaraonye emphasized that Tag stays true to this philosophy. “Imperio is generally known to make high, premium and quality products at an affordable price. With Tag, consumers can enjoy freshness in six variants, all in roll-on form, without breaking the bank,” she said.
A Gathering of Minds and Brands
The SONTA conference was a major intellectual and cultural event, featuring notable figures such as LASU Vice Chancellor Prof. Ibiyemi Olatunji-Bello, SONTA Board of Trustees Chairman Prof. Shamsudeen O. O. Amali, media entrepreneur Femi Odugbemi, and several leading scholars including Prof. Rasaki Ojo Bakare, Prof. Gowon Ama Doki, and Prof. Tunji Azeez.
Amid the academic discussions and creative showcases, Tag’s presence underscored the growing trend of lifestyle brands aligning with arts, culture, and youth communities as a way of embedding themselves in everyday experiences.