That brand (interestingly enough, the product that was one of the foundations of P&G’s legacy) was rebuilt on that proposition that scent, the mysterious waft of remote and feminine power would be the continuing foundation of the strategy. Need to know more? Added references can be found here. Girvin brand story. Camay historical legacy. Psychic brand, instinct, archetype and brand strategy. Worked that world and surely learned from it as well. Camay was the first brand to promulgate the now famous edict (Neil McElroy, 1931 the P&G introduction strategy of “brand management.”