One of the main purchasing drivers behind choosing a fine fragrance is seeing those special words: “long-lasting.”

But when Degree rushed to change its Cool Rush formula late last year to achieve just that, it altered its classic scent. The so-called “upgrade” turned out to be a downgrade for many brand fans that didn’t last.

“While the intention was to make the fragrance itself longer-lasting, the change unintentionally altered that signature scent fans had come to love,” Head of Marketing at Degree Chris Symmes told Happi.

In the wake of the change, an onslaught of public outcry was “loud, passionate and unforgettable.” Redditters to customer service channels became a soundboard of displeasure with disgruntled folks calling the move a “travesty” to “an absolute scandal.”

It’s Personal

A standout critic, Benjamin “As Is” Ross, posted multiple videos with a flurry of “WTF” DMs to Degree. His voice became a lightning rod for thousands of brand fans who echoed those sentiments, even if they were shy to admit. In fact, a Change.org petition demanding the return of the OG formula quickly gained traction. More than 3,000 signatures backed the apparent proposition that the change wasn’t about deodorant; it was personal.

The pushback prompted the brand take a step back and reevaluate the error and correct course.

“At the end of the day, our goal is to provide Degree users with everything they value in our products,” said Symmes. “And if those needs aren’t being met – in this case, our own error in the Cool Rush fragrance change – we want to take action.”

A Rare Moment

Degree’s original formula brings back bold freshness, all-day protection and a clean and invigorating scent profile that makes users “feels like home.”

The return of OG Cool Rush is a direct response to community-led advocacy, birthing a rare moment where consumer voices prompted brand action. The original scent’s comeback taps into the power of nostalgia and brand accountability – both of which are more relevant than ever in today’s culture, Symmes said.

Degree’s Original Cool Rush formula had been a drugstore staple for nearly 20 years, earning its spot as a top-selling scent in the deodorant aisle for the past decade.

For loyal brand fans, it was about identity, routine and memory over mere odor protection.

“The allure of Cool Rush lies in its balance of dependability and freshness, and in the emotional connection fans have to it,” said Symmes. “Customers described it as their signature scent, daily ritual and the only product that truly worked without being overpowering. “Some users have even shared that Cool Rush was the first deodorant they ever used as an adolescent, and that no matter what else they happened to try, they just kept coming back.”

‘Smells Like Victory’ Parade

Officials say Degree’s comeback isn’t just about restoring a scent, but celebrating the community who demanded better from a brand they trust.

Degree took the faux pas and turned it into a cultural movement, leaning into the chaos with honesty, humor and humility.

To prove their loyalty back to their fans, Degree is taking this lesson on parade with a “Smells Like Victory” parade. Degree is heading to Ross’s hometown in San Jose, CA where the brand will demonstrate the good that can arise from speaking out. The campaign blends internet culture and brand accountability in a way that feels fresh, human and very 2025, Symmes said.

Dude with Sign is even getting in on the action. In a recent Instagram post, he held up a series of humorous placards, one of which read, “I Missed Degree Cool Rush More Than My Ex.”