Coast is a brand of deodorant soap and body wash. It was originally created by the Procter & Gamble company and launched in 1976. Its marketing catchphrase is "The Eye Opener!" Originally a bar soap, the company also began to produce body wash in 2003.
In 2000 the Coast brand was sold to the Dial Corporation, an Arizona-based company which became a subsidiary of Henkel AG & Co. KGaA (Henkel Consumer Goods Inc) in 2004. In 2012 the Coast brand was purchased from Henkel by Brynwood Partners VI LP, a Stamford, Connecticut-based firm, through its High Ridge Brands Co. subsidiary. High Ridge Brands owns a variety of personal care products including Zest, Alberto VO5, and Rave.
The target market for Coast soap has always been men. In 2006 the company won a "Top 100 Rebrand award" for a packaging redesign that was credited with doubling sales of the body wash product and maintaining a market presence that had been declining for the bar soaps. To recognize the 35th anniversary of Coast soap, it was marketed in limited-edition "throwback" packaging from the late 1970s, and an online gallery featured several decades of advertisements for the product.
Current products sold under the Coast name include Pacific Force bar soap and hair and body wash. Earlier products included Urban Fuel body wash and Arctic Boost bar soap.
- "History". Coast Soap website. Retrieved 16 August 2013.
- Company Briefs, New York Times, April 26, 2000
- "Brynwood adds Coast soaps, Soft & Dri deodorant, to portfolio", Connecticut Post, April 20, 2012
- Rebrand.com: Top 100 awards 2006
- "MetLife's Cartoon Ads Are The Latest In Nostalgia Marketing", Hartford Courant, February 7, 2012
- "Coast Soap to sponsor Dreyer & Reinbold racing in Indy Racing". RacingWest. May 24, 2001. Retrieved 16 August 2013.
- Coast Soap website