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{{short description|Brand of antiperspirant deodorant}}
{{Unreferenced|date=November 2007}}
{{About|a deodorant|other uses|Mitchum (surname)}}
'''Mitchum''' is a brand of ],that was launched in 1970 by ]. It is widely known for its ] ], "So effective you can skip a day". It is an efficient anti-perspirant product containing the maximum concentration of active ingredient ] (20%) currently allowed.
{{More citations needed|date=October 2015}}
{{Infobox company
| name = The Mitchum Company
| logo =
| logo_size =
| logo_upright = <!-- default = 1 -->
| logo_alt =
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| image =
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| image_upright = <!-- default = 1 -->
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| native_name =
| native_name_lang = <!-- Use ISO 639-1 code, e.g. "fr" for French. For multiple names in different languages, use {{Lang||}} in native_name = and leave native_name_lang = empty. -->
| romanized_name =
| former_name = Paris Toilet Co. (1913—1927)<br />Golden Peacock Co. (1927—1959)
| type = ]
| traded_as =
| ISIN =
| industry =
| genre =
| predecessor = <!-- or: | predecessors = -->
| founded = {{Start date and age|1927}} in ], U.S.
| founder = Mitchum Warren family
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| fate =
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| hq_location =
| hq_location_city =
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| products = ]
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| brands =
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| revenue =
| revenue_year = <!-- Year of revenue data (if known) -->
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| income_year = <!-- Year of operating_income data (if known) -->
| net_income = <!-- or: | profit = -->
| net_income_year = <!-- or: | profit_year = --><!-- Year of net_income/profit data (if known) -->
| aum = <!-- Only for financial-service companies -->
| assets =
| assets_year = <!-- Year of assets data (if known) -->
| equity =
| equity_year = <!-- Year of equity data (if known) -->
| owner = <!-- or: | owners = -->
| members =
| members_year = <!-- Year of members data (if known) -->
| num_employees =
| num_employees_year = <!-- Year of num_employees data (if known) -->
| parent = ]
| divisions =
| subsid =
| module = <!-- Used to embed other templates -->
| ratio = <!-- Basel III ratio; used for banks only -->
| rating = <!-- Credit rating; used for banks only -->
| website = {{URL|https://www.mitchum.com/}}
| footnotes =
}}
'''Mitchum''' is a brand of ], owned by US ] company ]. It is widely known for introducing the first commercially successful ] blocking ] and its ] ], "So effective you can skip a day," in use until 2007.


On June 16, 2022, its parent, Revlon, filed for ].<ref>{{Cite news |date=2022-06-17 |title=Cosmetics maker Revlon files for bankruptcy in US |language=en-GB |work=BBC News |url=https://www.bbc.com/news/business-61835796 |access-date=2022-06-18}}</ref>
The gel version of their product used to contain 20% of the anti-perspirant Aluminum Zirconium Tetrachlorohydrex Gly. The formula has since been changed to Aluminum Sesquichlorohydrate, and the slogan "So effective you could skip a day" has been dropped.


==History==
Complaints have been recorded of the product bleaching clothes{{fact|date=May 2008}}. Also, there have been complaints of rashes developing with the new active ingredient{{fact|date=May 2008}}.
Mitchum was purchased by the ] in January 1970.<ref>{{cite news|url=https://www.nytimes.com/1970/01/15/archives/revlon-acquires-mitchum-concern.html|title=Revlon Acquires Mitchum Concern|first=Alexander R.|last=Hammer|date=January 15, 1970|issue=January 15, 1970|page=86|work=]}}</ref> Originally known as the Paris Toilet Company and then the Golden Peacock Company,<ref>{{cite web|url=http://americanhistory.si.edu/collections/search/object/nmah_716460 |title=Golden Peacock Shampoo &#124; National Museum of American History |publisher=Americanhistory.si.edu |date=2012-12-17 |accessdate=2015-10-15}}</ref> the company carried a full line of cosmetics. Bill McNutt is credited with inventing the antiperspirant.{{Citation needed|date=December 2024}} Other products launched by Mitchum, include "Esoterica" which helped with removing age spots. Before the company was sold to Revlon, it had existed for two generations and was headquartered in ].


==Availability== ==Composition==
]
It is available as a roll-on, spray, stick and powder. Its efficiency comes from the inclusion of an anti-bacterial.
All versions of their product used to contain 20 percent of the antiperspirant ] and the roll-on still does. In 2007, they re-branded their entire line with a new ], ] 25 percent. They went on to release a Smart Solid line, a water-based solid with a differing texture from most deodorants, that contained the original active ingredient. A standard invisible solid was released with the old active ingredient as well, with the name "Mitchum Advanced Control."{{Citation needed|date=March 2018}}


==Controversy==
2007 saw the launch of the Smart Solid stick with a patented water-based formula.
During the 1990 media controversy surrounding ]'s handling of money donated for striking British miners, Mitchum used an image of the ] leader, without his consent, under the slogan "Mitchum, for when you're really sweating!"<ref>{{cite book |last=Routledge |first=Paul |date=1994 |title=Scargill: the unauthorized biography |location=London |publisher=Harper Collins |pages=226 |isbn=0-00-638077-8}}</ref> Scargill complained to the UK's Advertising Standards Association who criticised the advertisement as "highly distasteful".<ref>{{cite book |last=Routledge |first=Paul |date=1994 |title=Scargill: the unauthorized biography |location=London |publisher=Harper Collins |pages=229 |isbn=0-00-638077-8}}</ref>


==Links== ==References==
{{Reflist}}
⚫

==External links==
⚫ *
*
*
*

{{Revlon Inc}}


] ]
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{{product-stub}} {{product-stub}}

Latest revision as of 13:47, 26 December 2024

Brand of antiperspirant deodorant This article is about a deodorant. For other uses, see Mitchum (surname).
This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed.
Find sources: "Mitchum" – news · newspapers · books · scholar · JSTOR (October 2015) (Learn how and when to remove this message)
The Mitchum Company
FormerlyParis Toilet Co. (1913—1927)
Golden Peacock Co. (1927—1959)
Company typeSubsidiary
Founded1927; 97 years ago (1927) in Paris, Tennessee, U.S.
FounderMitchum Warren family
ProductsPersonal care
ParentRevlon
Websitewww.mitchum.com

Mitchum is a brand of antiperspirant-deodorant, owned by US personal care company Revlon. It is widely known for introducing the first commercially successful sweat blocking antiperspirant and its marketing tagline, "So effective you can skip a day," in use until 2007.

On June 16, 2022, its parent, Revlon, filed for Chapter 11 bankruptcy.

History

Mitchum was purchased by the Revlon Corporation in January 1970. Originally known as the Paris Toilet Company and then the Golden Peacock Company, the company carried a full line of cosmetics. Bill McNutt is credited with inventing the antiperspirant. Other products launched by Mitchum, include "Esoterica" which helped with removing age spots. Before the company was sold to Revlon, it had existed for two generations and was headquartered in Paris, Tennessee.

Composition

Mitchum unscented antiperspirant stick

All versions of their product used to contain 20 percent of the antiperspirant Aluminium zirconium tetrachlorohydrex gly and the roll-on still does. In 2007, they re-branded their entire line with a new active ingredient, Aluminum sesquichlorohydrate 25 percent. They went on to release a Smart Solid line, a water-based solid with a differing texture from most deodorants, that contained the original active ingredient. A standard invisible solid was released with the old active ingredient as well, with the name "Mitchum Advanced Control."

Controversy

During the 1990 media controversy surrounding Arthur Scargill's handling of money donated for striking British miners, Mitchum used an image of the NUM leader, without his consent, under the slogan "Mitchum, for when you're really sweating!" Scargill complained to the UK's Advertising Standards Association who criticised the advertisement as "highly distasteful".

References

  1. "Cosmetics maker Revlon files for bankruptcy in US". BBC News. 2022-06-17. Retrieved 2022-06-18.
  2. Hammer, Alexander R. (January 15, 1970). "Revlon Acquires Mitchum Concern". The New York Times. No. January 15, 1970. p. 86.
  3. "Golden Peacock Shampoo | National Museum of American History". Americanhistory.si.edu. 2012-12-17. Retrieved 2015-10-15.
  4. Routledge, Paul (1994). Scargill: the unauthorized biography. London: Harper Collins. p. 226. ISBN 0-00-638077-8.
  5. Routledge, Paul (1994). Scargill: the unauthorized biography. London: Harper Collins. p. 229. ISBN 0-00-638077-8.

External links

Revlon Inc.
Current brands
Defunct brands
Former brands,
under new ownership


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