Coast (soap)

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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.[1]

Corporate ownership[edit]

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.[2] 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.[3]


The target market for Coast soap has always been men.[4] 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.[4] 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.[5]

The company has sponsored a car in the Indianapolis 500 and the rest of the Indy Racing League schedule.[6]


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.[7]


  1. ^ "History". Coast Soap website. Retrieved 16 August 2013. 
  2. ^ Company Briefs, New York Times, April 26, 2000
  3. ^ "Brynwood adds Coast soaps, Soft & Dri deodorant, to portfolio", Connecticut Post, April 20, 2012
  4. ^ a b Top 100 awards 2006
  5. ^ "MetLife's Cartoon Ads Are The Latest In Nostalgia Marketing", Hartford Courant, February 7, 2012
  6. ^ "Coast Soap to sponsor Dreyer & Reinbold racing in Indy Racing". RacingWest. May 24, 2001. Retrieved 16 August 2013. 
  7. ^ Coast Soap website

External links[edit]