Mitchum

Last updated
The Mitchum Company
FormerlyParis Toilet Co. (1913—1927)
Golden Peacock Co. (1927—1959)
Type Subsidiary
Founded1927;96 years ago (1927) in Paris, Tennessee, U.S.
FounderMitchum Warren family
Products Personal care
Parent Revlon
Website www.mitchum.com

Mitchum is a brand of antiperspirant-deodorant, owned by US personal care company Revlon. It is widely known for introducing the first commercially successful sweat blocking antiperspirant and its marketing tagline, "So effective you can skip a day," in use until 2007.

Contents

On June 16, 2022, its parent, Revlon, filed for Chapter 11 bankruptcy. [1]

History

Mitchum was purchased by the Revlon Corporation in January 1970. [2] Originally known as the Paris Toilet Company and then the Golden Peacock Company, [3] the company carried a full line of cosmetics. Bill McNutt [4] is credited with inventing the antiperspirant. Other products launched by Mitchum, include "Esoterica" which helped with removing age spots. Before the company was sold to Revlon, it had existed for two generations and was headquartered in Paris, Tennessee.

Composition

Mitchum unscented antiperspirant stick Mitchum.jpg
Mitchum unscented antiperspirant stick

All versions of their product used to contain 20 percent of the antiperspirant Aluminium zirconium tetrachlorohydrex gly and the roll-on still does. In 2007, they re-branded their entire line with a new active ingredient, Aluminum sesquichlorohydrate 25 percent. They went on to release a Smart Solid line, a water-based solid with a differing texture from most deodorants, that contained the original active ingredient. A standard invisible solid was released with the old active ingredient as well, with the name "Mitchum Advanced Control."[ citation needed ]

Controversy

During the 1990 media controversy surrounding Arthur Scargill's handling of money donated for striking British miners, Mitchum used an image of the NUM leader, without his consent, under the slogan "Mitchum, for when you're really sweating!" [5] Scargill complained to the UK's Advertising Standards Association who criticised the advertisement as "highly distasteful". [6]

Related Research Articles

A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prevents sweating itself, typically by blocking sweat glands. Antiperspirants are used on a wider range of body parts, at any place where sweat would be inconvenient or unsafe, since unwanted sweating can interfere with comfort, vision, and grip. Other types of deodorant allow sweating but prevent bacterial action on sweat, since human sweat only has a noticeable smell when it is decomposed by bacteria.

<span class="mw-page-title-main">Old Spice</span> American brand of male grooming products

Old Spice is an American brand of male grooming products encompassing aftershaves, deodorants and antiperspirants, shampoos, body washes, and soaps. It is manufactured by Procter & Gamble.

Revlon, Inc. is an American multinational company dealing in cosmetics, skin care, perfume, and personal care. The headquarters of Revlon was established in New York City on March 1, 1932, where it remains. Revlon was founded by brothers Charles and Joseph Revson, and chemist Charles Lachman. Revlon products are sold in 150 countries and the company has many global locations including Mexico City, London, Paris, Hong Kong, Indonesia, Sydney, Singapore, and Tokyo.

<span class="mw-page-title-main">Woolley Colliery</span> Village in South Yorkshire, England

Woolley Colliery is a village on the border between the Barnsley and Wakefield districts in Yorkshire, England. The village is now in South Yorkshire, while the former colliery was in the Wakefield Rural Ward in West Yorkshire. The village is known locally as Mucky Woolley, as a tribute to its coalmining heritage and to distinguish it from the more affluent village of Woolley two miles away.

Aluminium chlorohydrate is a group of water-soluble, specific aluminium salts having the general formula AlnCl3nm(OH)m. It is used in cosmetics as an antiperspirant and as a coagulant in water purification.

Garnier is a mass market cosmetics brand of French cosmetics company L'Oréal. It produces hair care and skin care products.

<span class="mw-page-title-main">Rexona</span> Australian deodorant and antiperspirant brand

Rexona is an Australian deodorant and antiperspirant brand owned by British conglomerate Unilever.

<span class="mw-page-title-main">History of cosmetics</span> History of cosmetics in cultures

The history of cosmetics spans at least 7,000 years and is present in almost every society on earth. Cosmetic body art is argued to have been the earliest form of a ritual in human culture. The evidence for this comes in the form of utilised red mineral pigments including crayons associated with the emergence of Homo sapiens in Africa. Cosmetics are mentioned in the Old Testament—2 Kings 9:30 where Jezebel painted her eyelids—approximately 840 BC—and the book of Esther describes various beauty treatments as well.

Almay is an American cosmetics brand owned by Revlon which markets products toward people with sensitive skin.

<span class="mw-page-title-main">Secret (deodorant brand)</span> Antiperspirant/deodorant for women

Secret is an antiperspirant/deodorant for women manufactured by Procter & Gamble. It is sold in the United States, Canada, and Mexico. Secret was launched as the first female deodorant in 1956, after more than 10 years of research that began in 1945. Secret is the only female brand antiperspirant/deodorant in Procter & Gamble's portfolio of products, which includes male brands Gillette and Old Spice.

<span class="mw-page-title-main">Dry Idea</span> 1978 American brand of antiperspirant

Dry Idea is an American brand of antiperspirant manufactured and sold by Thriving Brands LLC. Introduced in 1978 by Gillette Company, Dry Idea was acquired by The Dial Corporation along with the Soft & Dri and Right Guard brands in 2006 for $420 million as a condition set forth by antitrust authorities for Procter & Gamble's $57 billion acquisition of Gillette. The Dial Corporation was acquired by Henkel in 2003. The brand was acquired by Thriving Brands LLC in June 2021.

ULTIMA II (cosmetics line) is an American-based cosmetics and skincare brand owned by Revlon Inc.

Paul Routledge is an English political journalist. As of 2023, he writes for the Daily Mirror, and is considered to have an 'Old Labour' outlook.

<span class="mw-page-title-main">Elizabeth Arden, Inc.</span> American cosmetics company

Elizabeth Arden, Inc. is a major American cosmetics, skin care and fragrance company founded by Elizabeth Arden. As of September 7, 2016, the company is a wholly owned subsidiary of Revlon, Inc.

The Battle of Saltley Gate was the mass picketing of a fuel storage depot in Birmingham, England, in February 1972 during a national miners' strike. When the strike began on 9 January 1972, it was generally considered that the miners "could not possibly win." Woodrow Wyatt, writing in the Daily Mirror, said: "Rarely have strikers advanced to the barricades with less enthusiasm or hope of success... The miners have more stacked against them than the Light Brigade in their famous charge." The picketing of the fuel depot – out of which tens of thousands of tons of coke fuel were being distributed nationwide – became a pivotal, and symbolic, event during the strike. Forcing its closure secured victory for the National Union of Mineworkers (NUM).

<span class="mw-page-title-main">Arthur Scargill</span> British trade unionist

Arthur Scargill is a British trade unionist who was President of the National Union of Mineworkers (NUM) from 1982 to 2002. He is best known for leading the UK miners' strike (1984–85), a major event in the history of the British labour movement.

The UK miners' strike of 1969 was an unofficial strike that involved 140 of the 307 collieries owned by the National Coal Board, including all collieries in the Yorkshire area. The strike began on 13 October 1969 and lasted for roughly two weeks, with some pits returning to work before others. The NCB lost £15 million and 2.5 million tonnes of coal as a result of the strike.

<span class="mw-page-title-main">Sinful Colors</span> Nail Polish Company

Sinful Colors is an American nail polish company owned by Revlon.

Edna Murphey was the creator of the Odorono brand of deodorant and originator of modern-day deodorant marketing strategies (1912). Murphey's father, Dr. Abraham D. Murphey, a physician, developed the liquid antiperspirant to help surgeons with sweaty hands. Edna subsequently found this antiperspirant useful on underarms and began marketing the product to women. There had been other previous deodorant/antiperspirant inventions previous to Murphey's, however, Murphey's was the product that became widely distributed. Murphy called the deodorant, Odorono (Odor-o-no) and started the company Odorono Co. At the time, antiperspirant products were not widely used, and Murphey was, for the most part, unsuccessful at selling the product in the office she rented in Cincinnati. Many potential users thought the item was either unnecessary, potentially harmful to their health, or that the red color of the product would damage their clothing.

Dr. Hauschka is a German skincare company that produces natural skincare products using biodynamic, fair trade, and sustainably produced ingredients.

References

  1. "Cosmetics maker Revlon files for bankruptcy in US". BBC News. 2022-06-17. Retrieved 2022-06-18.
  2. Hammer, Alexander R. (January 15, 1970). "Revlon Acquires Mitchum Concern". The New York Times . No. January 15, 1970. p. 86.
  3. "Golden Peacock Shampoo | National Museum of American History". Americanhistory.si.edu. 2012-12-17. Retrieved 2015-10-15.
  4. "Bill McNutt ~ Feature News Article". Ewgrove.com. 2004-07-13. Retrieved 2015-10-15.
  5. Routledge, Paul (1994). Scargill: the unauthorized biography. London: Harper Collins. p. 226. ISBN   0-00-638077-8.
  6. Routledge, Paul (1994). Scargill: the unauthorized biography. London: Harper Collins. p. 229. ISBN   0-00-638077-8.