By  on November 30, 2012

It began with a bar of soap called Ivory.

Introduced in 1879, the lightweight, mild cleanser tackled everything from dirty floors to faces and set the stage for Procter & Gamble’s imminent rise in the beauty industry. “P&G has always been a company that asked consumers what they wanted,” said P&G corporate archivist, Lisa Mulvany, adding that Ivory was P&G’s first product to have its own brand name, advertising budget and in turn, loyal fan base. Introduced as a laundry soap, Ivory soon doubled as a personal cleansing product because of its mildness. In fact, Ivory’s first newspaper print ad showed two hands slicing a bar in half with a piece of string, as was typically done at the time to separate one piece for the laundry room and one for the powder room. The floating soap’s popularity lead P&G to, in 1926, delve further into the beauty world with Camay, the company’s first “beauty soap,” marketed toward “beautiful” women. “Women wanted more of a special bar soap to use only in the bath and they wanted it to smell and look pretty,” said Mulvany, noting that Camay soaps were available in a variety of colors and fragrances and brides were many times featured in the product’s advertising. “Women were becoming more sophisticated and more interested in personal care.”

To Read the Full Article
SUBSCRIBE NOW

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus