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{{Refimprove|date=October 2015}} {{Refimprove|date=October 2015}}
{{Infobox company
| name = The Mitchum Company
| logo =
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| image =
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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. (1914—1927)</br>Golden Peacock Co. (1927—1957)
| type = ]
| traded_as =
| ISIN =
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| industry =
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| predecessor = <!-- or: | predecessors = -->
| founded = {{Start date and age|1927}} in ], U.S.
| founder = Mitchum Warren family
| defunct = <!-- {{End date|YYYY|MM|DD}} -->
| fate =
| successor = <!-- or: | successors = -->
| hq_location =
| hq_location_city =
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| num_locations =
| num_locations_year = <!-- Year of num_locations data (if known) -->
| area_served = <!-- or: | areas_served = -->
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| products = ]
| production =
| production_year = <!-- Year of production data (if known) -->
| brands =
| services =
| revenue =
| revenue_year = <!-- Year of revenue data (if known) -->
| operating_income =
| 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|mitchum.com}}
| footnotes =
}}
⚫ '''Mitchum''' is a brand of ], owned by ]-based ] 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.


==History==
⚫ '''Mitchum''' is a brand of ], later owned by ]. It was widely known for its ] ], "So effective you can skip a day," but that slogan has not been used since 2007.
⚫ Mitchum was purchased by the Revlon Corporation in the late sixties. 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<ref>{{cite web|url=http://www.ewgrove.com/prhnpic/honors/mcnuttbi.htm |title=Bill McNutt ~ Feature News Article |publisher=Ewgrove.com |date=2004-07-13 |accessdate=2015-10-15}}</ref> 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 ].


==Composition==
⚫ Mitchum is a brand that was purchased by the Revlon Corporation in the late sixties. 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<ref>{{cite web|url=http://www.ewgrove.com/prhnpic/honors/mcnuttbi.htm |title=Bill McNutt ~ Feature News Article |publisher=Ewgrove.com |date=2004-07-13 |accessdate=2015-10-15}}</ref> 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 ].
⚫ All versions of their product used to contain 20% of the antiperspirant ] and the roll-on still does. In 2007, they re-branded their entire line with a new active ingredient, ] 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".

⚫ All versions of their product used to contain 20% of the antiperspirant ] and the roll-on still does. In 2007, they re-branded their entire line with a new active ingredient, ] 25%. 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 ]'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> 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>


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Revision as of 13:54, 15 March 2022

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. (1914—1927)
Golden Peacock Co. (1927—1957)
Company typeSubsidiary
Founded1927; 97 years ago (1927) in Paris, Tennessee, U.S.
FounderMitchum Warren family
ProductsPersonal care
ParentRevlon
Websitemitchum.com

Mitchum is a brand of antiperspirant-deodorant, owned by New York-based 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.

History

Mitchum was purchased by the Revlon Corporation in the late sixties. 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

All versions of their product used to contain 20% 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. "Golden Peacock Shampoo | National Museum of American History". Americanhistory.si.edu. 2012-12-17. Retrieved 2015-10-15.
  2. "Bill McNutt ~ Feature News Article". Ewgrove.com. 2004-07-13. Retrieved 2015-10-15.
  3. Routledge, Paul (1994). Scargill: the unauthorized biography. London: Harper Collins. p. 226. ISBN 0-00-638077-8.
  4. 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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