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Palmolive (brand)

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Palmolive
Product typepersonal care, dishwashing liquid
OwnerColgate-Palmolive
CountryUnited States
Introduced1898; 126 years ago (1898)
MarketsWorldwide
Websitepalmolive.com, palmolive.co.uk,

Palmolive is an American multinational brand of a line of products produced by Colgate-Palmolive. The Palmolive brand grew from one product, Palmolive bar soap. Made of coconut, palm and olive oils, Palmolive bar soap was introduced in 1898. Originally, the bar soap floated like Procter & Gamble's Ivory bar soap. By the turn of the 20th century, Palmolive bar soap was the world's best-selling soap.

Current Palmolive brand products include dishwashing liquid as well as personal care products such as shampoo, hair conditioner, body wash, bar soap and liquid hand-wash.

History

In 1864, Burdette Jay Johnson [1826-1902] founded the B.J. Johnson Co. in Milwaukee, Wisconsin producing soap, candles and cheese.

Brand introduction

Palmolive bar soap advertisement, The Oshkosh Northwestern, Oshkosh, Wisconsin, May 20, 1899
Palmolive_soap_logo_circa_1899
1922 advertisement for Palmolive soap

In 1898, the company introduced a pale, olive green colored, floating bar of soap made of coconut, palm and olive oils aggressively marketed under the brand name “Palmolive".[1][2][3] The soap became very popular, due to an advertising campaign promoting it as the type of soap that would have been favored in ancient Egypt by the Pharaohs and especially "the Pharaoh's Daughter".[4][5]

In just two years, Palmolive bar soap was the world's best-selling soap. Originally, Palmolive Soap marketing claimed the soap contained "Genuine Malaga (Spain) Olive Oil, the Oil of Palms, Glycerine, and the Oil of Lamb's Wool, Super-fatted with Cocoa Butter, the celebrated skin food".[6] By 1925, the olive oil was said to be "Italian".

Johnson's son Caleb Johnson became president of the company and in 1917 changed its name to "Palmolive Soap Co.".[7]

The soap was extensively advertised, included the radio programs The Palmolive Hour (1927-1931) and Palmolive Beauty Box Theater (1934-1937).[citation needed]

Palmolive brand extensions

Palmolive Shaving Cream was introduced in 1920. Its formula included the brand's familiar palm oil and olive oil.

Other products

Palmolive Co. also produced other cleaning products. Among them was "Salt Water Soap", a circa 1920 bar soap specially produced and wrapped for use by passengers onboard United States Lines ships.[8] "China Soap", a circa 1919 bar soap aimed at homemakers to be used in washing dishes.[9] and "Green Arrow Pure Soap", a "laundry and cleaning" soap which contained olive oil and naphtha patented in 1920.[10]

Merger with Peet Brothers Soap Company

In 1926 Charles S. Pierce, then president of Palmolive Soap Co. announced "tentative plans for the consolidation" of the Milwaukee-based Palmolive Soap company and the Peet Brothers Soap Company of Kansas City. It was said at the time the combined company assets would exceed $45,000,000 (equivalent to $774,473,684 in 2023).[11] Peet Brothers' soap products were sold both nationally and internationally. Its brands included "Crystal White" soap in bar and chipped flake forms made with cottonseed and coconut oils,[12] Ben-Hur "White Bleaching" laundry bar soap, Seafood Naphtha Soap powder and "CremeOil", a "toilet, bath and shampoo" bar soap made with olive and coconut oils.[13]

Merger with Colgate Co.

In June 1928, rumors started within the investment community that "officials of the Palmolive-Peet Co. are negotiating to purchase the Colgate Co." privately held by the Colgate family.[14] It was reported the combined assets of the merged company would exceed $66,000,000 (equivalent to $1,171,116,279 in 2023).[15]

The merger combined the three oldest and largest soap and perfumery companies in the US and was effective July 1, 1928. The combined company was named the "Colgate Palmolive Peet Company.[16] The combined pre-merger sales in 1927 of the three companies exceeded $100,000,000 (equivalent to $1,774,418,605 in 2023). The newly combined company had seven US manufacturing facilities as well as factories in 14 foreign countries.[17]

In 1953, the companies became a joint venture, known as the Colgate-Palmolive Company.[18]

Argentine commercial for Palmolive hair oil from 1955, featuring actress Isabel Sarli in her time as an advertising model. Logo used from 1995 to 2015 Logo from 2015 to 2019

References

  1. ^ "Johnson, Burdette Jay 1826 - 1902". Wisconsin Historical Society. 8 August 2017.
  2. ^ "History". Colgate-Palmolive. 2016. Retrieved 2018-01-12. 1898 [-] BJ Johnson Soap Co. introduces Palmolive Soap.
  3. ^ Cooper, Raymond; Deakin, Jeffrey John (2015). Botanical Miracles: Chemistry of Plants That Changed the World. Boca Raton, Florida: CRC Press (published 2016). ISBN 9781498788182. Retrieved 2018-01-11.
  4. ^ "Pharaoh's Daughter". The Oshkosh Northwestern. Oshkosh, Wisconsin. October 30, 1899. Retrieved February 4, 2023.
  5. ^ "The Story Behind This Bar of Palmolive Soap". Milwaukee Magazine. 2018. Retrieved February 5, 2023.
  6. ^ "Palmolive - The Proper Thing for the Bath". The Saint Paul Globe. St. Paul, Minnesota. October 3, 1899. Retrieved February 4, 2023.
  7. ^ "Palmolive". Cosmetics and Skin. 2003.
  8. ^ "United States Lines - Salt Water Soap". Smithsonian Institution. Retrieved February 5, 2023.
  9. ^ "China Soap". Smithsonian Institution. Retrieved February 5, 2023.
  10. ^ "Official Gazette of the United States Patent Office1". United States Patent Office. 1921. Retrieved February 5, 2023.
  11. ^ "Palmolive Company and K.C. Concern to Unite". The Daily Tribune. Wisconsin Rapids, Wisconsin. December 7, 1926. Retrieved February 4, 2023.
  12. ^ "Crystal White - The Billion Bubble Soap". The Nebraska State Journal. Lincoln, Nebraska. January 17, 1925. Retrieved February 4, 2023.
  13. ^ "A Daily Toilette Requisite". The Kansas City Star. Kansas City, Missouri. January 18, 1925. Retrieved February 4, 2023.
  14. ^ "Palmolive to Get Colgate?". The Kansas City Star. Kansas City, Missouri. June 21, 1928. Retrieved February 4, 2023.
  15. ^ "Palmolive-Peet and to Colgate Co. to be Combined". The Cincinnati Enquirer. Cincinnati, Ohio. June 28, 1928. Retrieved February 4, 2023.
  16. ^ "History". Colgate-Palmolive. 2016. Retrieved 2018-01-12.
  17. ^ "Soap Companies Will be Merged". The Tennessean. Nashville, Tennessee. July 14, 1928. Retrieved February 4, 2023.
  18. ^ Compare: "History". Colgate-Palmolive. 2016. Retrieved 2018-01-12. 1953 [-] Colgate-Palmolive Company becomes company's official name.
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