Mitchum
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Mitchum is a brand of antiperspirant-deodorant, launched in 1970 by Revlon. It is widely known for its marketing slogan, "So effective you can skip a day".
All versions of their product used to contain 20% of the anti-perspirant Aluminum Zirconium Tetrachlorohydrex Gly. In 2007, they re-branded their product, released a "Smart Solid" line, and changed the active ingredient in all of their products to Aluminum Sesquichlorohydrate. Their famous slogan "So effective you could skip a day" was also dropped.
Due to a negative reaction from loyal customers on internet reviews on sites such as Amazon, they re-formulated the smart solid and released an "Invisible Solid" that contained the old active ingredient. The roll-on and gel versions of the product, however, still contain the new formulation.
[edit] Availability
According to the product's website, it is available in stick, gel, and roll on varieties.
2007 saw the launch of the Smart Solid stick with a patented water-based formula. In the UK the smart solid product volume is now 42g (1.5Oz) leaving two thirds of the packaging empty and leaving the product top heavy. The US version is nearly full and of 70g (2.5Oz) in size.
[edit] Links
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