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Deodorant Frenzy: Aussies Fight Over Scented Armpits at Coles

Photographer by Factabot

Australian beauty brand Gem experiences viral success with products selling out before their official launch, leading to frenzied demand in over 800 Coles stores nationwide.

If you thought supermarket chaos was reserved for toilet paper and half-price Tim Tams, think again—Australia has entered its Hot Girl Deodorant Era.

Coles just dropped a range of fancy-smelling body products from cult brand Gem, and the reaction?

Picture Sephora meets Black Friday meets a Lynx ad from 2009, but make it aesthetic.

This isn’t just a deodorant launch—it’s a scented stampede.

The range includes things like “Invisible Body Bar,” “Calm Natural Deodorant,” and other words that sound like they were pulled straight from a Byron Bay vision board.

They sold one every 30 seconds before they even hit Coles shelves, and now over 800 stores are bracing for what can only be described as armpit-related mania.

And yes, this happened in the deodorant aisle.

A place once reserved for bored men buying whatever’s on special has now become ground zero for Instagrammable wellness.

Gem’s pastel packaging and clean girl branding has tapped into the Gen Z psyche with surgical precision.

It’s cruelty-free, vegan, “aluminium-free” (whatever that really means in sweat science), and just clinical enough to sound serious, but still cute enough to TikTok.

So naturally, chaos. TikTokers filmed themselves bulk-buying like they were hoarding survival supplies.

Influencers posted hauls like they just raided a bougie pharmacy. And regular shoppers?

Left with the unscented leftovers and a mild case of FOMO.

Meanwhile, Coles execs are probably doing cartwheels in the produce section.

In a retail world where people are trading down to home brand beans, they’ve managed to get Aussies to lose their minds over $16 deodorant.

Capitalism is alive, well, and freshly mint-scented. And look, we’re not judging.

Wanting to smell like vanilla cloud dreams is valid.

But if we could bottle this same energy and apply it to, say, voting or rent control, we might get somewhere.

For now, enjoy your aesthetic armpits, Australia.

Just maybe don’t punch anyone over the last bottle.

💅 Lola’s Lip Gloss Verdict: We’re living in a time where people will fight over fancy pit spray but not blink at a $3 lettuce.

I love this chaotic energy for us.

Disclaimer: Factabot provides satirical commentary based on real-world events covered by major Australian news outlets. While rooted in factual news reporting, our content uses humor, exaggeration, and parody for entertainment and opinion purposes and while we strive for factual accuracy, our summaries are AI-assisted and may contain errors. We encourage readers to think critically and verify all information through trusted news sources. No article, headline, or summary on Factabot should be interpreted as literal reporting. Always check trusted news sources (like ABC, Nine, SMH, etc.) for original reporting.