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| Product type | Laundry detergent |
|---|---|
| Owner | Fab+Kind Co. |
| Country | USA |
| Introduced | 1914 |
| Markets | United States, Canada, United Kingdom |
| Previous owners | Procter & Gamble Redox Brands |
Oxydol is a brand of laundry detergent sold in the United States, Canada, and the United Kingdom.
It was created in 1914 by Thomas Hedley Co. of Newcastle upon Tyne and purchased by Procter & Gamble in 1927. It was P&G's first laundry soap. In the 1930s, Oxydol was the sponsor of the Ma Perkins radio show, considered the first soap opera; as such, Oxydol sponsorship put the "soap" in "soap opera".[ citation needed ]
In the mid-1950s, the soap was suffering declining sales, due in large part to P&G's introduction of its popular detergent, Tide. As a result, the soap formula was discontinued, and Oxydol was transformed into a detergent product, with color safe bleach.[ citation needed ]
P&G sold the brand in 2000 to Redox Brands, a marketing company founded by former Procter & Gamble employees. [1] Redox Brands was merged into CR Brands in 2006. [2]
In 2019, the brand was sold to Fab+Kind, which also owns the former US Phoenix Brands detergents.[ citation needed ]
In 2021, FMCG Global Brands Limited, acquired the Oxydol brand for the United Kingdom.[ citation needed ]
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Redox Brands was a marketing company formed in 2000 by Todd Wichmann and Richard Owen, former executives with the multinational consumer products firm Procter & Gamble (P&G). The company's first product was Oxydol brand purchased from P&G. P&G would continue manufacturing Oxydol and provide back office support. Redox had won out over private label companies in the purchase of Oxydol. Biz was purchased in an auction from P&G in the Summer of 2000. Forbes estimated that Oxydol was sold for $7 million and Biz for greater than $40 million. In one year, Oxydol sales were 800% greater than when acquired.
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