Mitchum is a brand of antiperspirant-deodorant, owned by

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-based

personal care Personal care or toiletries are consumer products used in personal hygiene, personal grooming or for beautification. Products Personal care includes products as diverse as cleansing pads, colognes, cotton swabs, cotton pads, deodorant, eye l ...

company

Revlon Revlon, Inc. is an American multinational company dealing in cosmetics, skin care, fragrance, and personal care. The headquarters of Revlon was established in New York City on March 1, 1932, where it still remains. Revlon was founded by brot ...

. It is widely known for introducing the first commercially successful

sweat Perspiration, also known as sweating, is the production of fluids secreted by the sweat glands in the skin of mammals. Two types of sweat glands can be found in humans: eccrine glands and apocrine glands. The eccrine sweat glands are dist ...

blocking

antiperspirant A deodorant is a substance applied to the body to prevent or mask body odor due to bacterial breakdown of perspiration or vaginal secretions, for example in the armpits, groin, or feet. A subclass of deodorants, called antiperspirants, prev ...

and its

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, "So effective you can skip a day," in use until 2007. On June 16, 2022, its parent, Revlon, filed for

Chapter 11 bankruptcy Chapter 11 of the United States Bankruptcy Code ( Title 11 of the United States Code) permits reorganization under the bankruptcy laws of the United States. Such reorganization, known as Chapter 11 bankruptcy, is available to every business, whet ...

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

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 An active ingredient is any ingredient that provides biologically active or other direct effect in the diagnosis, cure, mitigation, treatment, or prevention of disease or to affect the structure or any function of the body of humans or animals. The ...

, 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 Arthur Scargill (born 11 January 1938) is a British trade unionist who was President of the National Union of Mineworkers (NUM) from 1982 to 2002. He is best known for leading the UK miners' strike (1984–85), a major event in the history of ...

'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 acriticizednt as "highly distasteful".

References

External links

Mitchum's Website

Mitchum's UK Website

Revlon Consumer Products Corp. profile

Personal care brands Revlon brands Male grooming brands Companies that filed for Chapter 11 bankruptcy in 2022 {{product-stub