I can believe that manufacturers' surveys found that women are worried about odour control, because there are lots of ads and so on to pressure you about being worried about bad breath, BO, and any other hint of body odour.
What I don't understand is why they think using an artificial household cleaner smell counts as odour control. If I really felt I needed to use one smell to cover up another, I'd at least want to smell of expensive perfume, and I haven't noticed any of the major perfume houses releasing their own sanitary product lines.
Body form & Always etc could at least have done a bit of perfume research - there are different types of perfumes - floral, green, oriental, etc. We don't all like the same thing - and we don't all suit the same thing, so what smells great on one person might smell like wet hamster bedding on another, because of the way it interacts with our own body chemistry. Although smelling like toilet cleaner is probably a particularly niche market.
And some people are allergic to perfumes in any case, and you'd have thought the number of non-scented, hypoallergenic products on the beauty shelves would have given them a hint there is a market for non-scented.
I just don't understand how they thought the smells they're using, which aren't at all subtle and more likely to be noticeable than a pad which needed changing a few hours ago. It just doesn't answer any concerns about odour control at all (which people shouldn't be worried about at all, but I accept that some are.)