CD (personal care products)
CD is a brand of personal care products , by the Elida GmbH in 1961 Mannheim on the market was taken and held by the since 2004 British cosmetics company Lornamead is, for its part, since 2012 part of the Chinese group Li & Fung is.
Company history
The cosmetics manufacturer Elida ( anagram from 'ideal') was bought in Vienna in 1916 as the Wiener Parfümerie-Gesellschaft Elida mbH by theschicht AG . By 1928, theschicht AG merged with several companies, including the Dutch Margarine Unie , to which the Mitteldeutsche Seifenfabriken AG in Leipzig-Wahren belonged. In 1925 this became Elida Parfümerie AG , which was represented in the market with the soap brand Elida , among other things . The Dutch margarine Unie merged in 1929 with the British Margarine Union and the British Lever Brothers to form Unilever . Soap had been produced in Mannheim in a branch of Lever Brothers, Sunlicht-Seifenfabrik AG , since 1899 . After Unilever was founded in 1936, soap production was relocated from Wahren to Mannheim in the new company.
In 1961 , Sunlicht (as a subsidiary of Unilever) and Parfümerie Elida GmbH (a subsidiary of Sunlicht until 1953, then independent in the Unilever Group) launched the CD soap brand , after the Luxor soap brand (renamed Lux in 1957 ) and the deodorant Rexona soap in 1952 appeared. Elida was in 1969 with respect to the since 1919 to Lever Brothers owned company D. & W. Gibbs in Elida Gibbs renamed. In 1997 a merger to Elida Fabergé took place after Unilever had bought the American cosmetics manufacturer Fabergé Inc. in 1989. From Elida Faberge eventually became 1999 Lever Faberge , to Unilever in 2007 the brand Faberge sold.
The CD soap bar was amber-colored and transparent from the start , the brand name an acronym from “clear and distinct”. The advertising slogan “I only let water and CD touch my skin”, which is still valid today, was first used in 1971. In 1976 the German fashion designer Jil Sander appeared in advertisements and commercials for CD as a testimonial . In 1977 CD brought out the first deodorant in pump- atomizer format on the German market. By 1985, the CD range had been expanded to include body milk, bath oil, shower gel and creams to seven products. In 1997 the brand identity of CD was renewed.
Sale and start over
In 2002, Lever Fabergé generated annual sales of 20.2 million euros with CD . At the end of 2003, Unilever sold the CD brand for an undisclosed sum to the British Lornamead Group, headquartered in Camberley, as part of its path-to-growth strategy (which was later discontinued) (concentrating its brand portfolio on a few strong brands) . Lornamead was founded in 1978 by the Jatania family of Indian entrepreneurs. In the course of the acquisition of CD with an investment of 8.5 million euros by the holding company EPIC Brand Investments , the German branch Lornamead GmbH was founded in Hamburg . Lornamead itself was taken over by the Chinese group Li & Fung in December 2012. As of 2012, the CD range comprised 26 products. According to the manufacturer, all of these products - with the exception of the solid soaps - have complied with the so-called “CD purity law” since the beginning of 2012, according to which the products contain no mineral oils, silicones, artificial colors or animal ingredients.
Lornamead also owns the brands Handsan ( hand care ), Crisan ( shampoo ), Lanosan ( skin care ), Triple Dry (high-performance antiperspirant ) and Brisk ( hair cream ). With the CD brand, Lornamead is not only active in Germany, but also in Austria, Belgium, Bulgaria, the Czech Republic, Hungary and Poland.
Trivia
In the 2013 film Love and Other Turbulences , Louise Monot plays a model who tries unsuccessfully for a long time to advertise CD naked in a bathtub. At the end of the film, the result can be seen on the back of a Paris double-decker bus : The CD advertisement, which is ultimately completed, is part of the happy ending .
Web links
Individual evidence
- ↑ Unilever (p.321 ff.) In: Mathis, Franz. Big Business in Austria . Publishing house for history and politics, Vienna. 1987. (via Google Books)
- ^ Attack by the Sanella Front spiegel.de, December 26, 1951
- ↑ Unilever: Our story unilever.de, accessed: July 26, 2011
- ^ "The fine soap production of the Lever Fabergé company in Mannheim" (p. 296 ff.) In: Brede, Christian. The instrument of cleanliness: the development of mass production of fine soaps in Germany from 1850 to 2000 . Waxmann Verlag, Münster. 2005. (via Google Books)
- ^ Unilever brands in the zeit.de market , September 6, 1963
- ↑ 50 Years of Advertising in Germany (PDF; 37 kB) werbemuseum.de, 1995
- ^ Unilever - Away with the superfluous pounds manager-magazin.de, November 7, 2001
- ↑ Handsan ends 20-year advertising break wuv.de, October 8, 2007
- ↑ Press release: Acquisition of CD from Lever Faberge advfn.com, January 9, 2004
- ↑ Li & Fung Agrees to Acquire Lornamead for $ 190 Million bloomberg.com (English)
- ↑ The “CD Purity Law” - just a green coat of paint ( memento of the original from October 15, 2013 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , oekotest.de, March 28, 2012
- ↑ CD Reinheitsgebot , cd-koerperpflege.de, accessed: May 17, 2012
