Mitchum
{{short description|Brand of antiperspirant deodorant}}
{{About|a deodorant|other uses|Mitchum (surname)}}
{{More citations needed|date=October 2015}}
{{Infobox company
| name = The Mitchum Company
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| former_name = Paris Toilet Co. (1913—1927)
Golden Peacock Co. (1927—1959)
| type = Subsidiary
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| founded = {{Start date and age|1927}} in Paris, Tennessee, U.S.
| founder = Mitchum Warren family
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| products = Personal care
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| parent = Revlon
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| website = {{URL|https://www.mitchum.com/}}
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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.{{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}}
History
Mitchum was purchased by the Revlon Corporation in January 1970.{{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=The New York Times}} Originally known as the Paris Toilet Company and then the Golden Peacock Company,{{cite web|url=http://americanhistory.si.edu/collections/search/object/nmah_716460 |title=Golden Peacock Shampoo | National Museum of American History |publisher=Americanhistory.si.edu |date=2012-12-17 |accessdate=2015-10-15}} 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 Paris, Tennessee.
Composition
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."{{Citation needed|date=March 2018}}
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!"{{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}} Scargill complained to the UK's Advertising Standards Association who criticised the advertisement as "highly distasteful".{{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}}
References
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External links
- [http://www.mitchum.com/ Mitchum's Website]
- [http://www.mitchum.co.uk/ Mitchum's UK Website]
- [https://www.revloninc.com/our-brands.php Revlon Consumer Products Corp. profile]
- [https://web.archive.org/web/20130321073141/http://www.visitdowntownparis.com/historydp.htm Visit Downtown Paris website]
{{Revlon Inc}}
Category:Companies that filed for Chapter 11 bankruptcy in 2022
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