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Revision as of 23:09, 28 July 2015 by AnomieBOT (talk | contribs) (Dating maintenance tags: {{Who}})(diff) ← Previous revision | Latest revision (diff) | Newer revision → (diff) This article is about a deodorant. For the actor, see Robert Mitchum. | This article does not cite any sources. 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 (November 2007) (Learn how and when to remove this message) |
Mitchum is a brand of antiperspirant-deodorant, launched in 1970 by Revlon. It was widely known for its marketing slogan, "So effective you can skip a day". The slogan has been dropped since 2007.
Mitchum is a brand that was purchased by the Revlon Corporation in the late sixties. Before that they carried a full line of cosmetics and they are 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, TN.
All versions of their product used to contain 20% of the anti-perspirant 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%. They went on to release a Smart Solid line, a water-based solid with a differing texture than 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".
External links
| Revlon Inc. | ||
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| Current brands |  | |
| Defunct brands | ||
| Former brands, under new ownership | ||
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