Mitchum

Mitchum is a brand of antiperspirant-deodorant, later owned by Revlon. It was widely known for its marketing slogan, "So effective you can skip a day," but that slogan has not been used since 2007.

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,[1] the company carried a full line of cosmetics. Bill McNutt[2] 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.

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%. 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".

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!"[3] Scargill complained to the UK's Advertising Standards Association who criticised the advertisement as "highly distasteful".[4]