Creme 21 (brand)
Creme 21 was a cosmetic brand from Henkel , which is now an independent product. It became known in the 1970s through an advertising campaign that, according to the manufacturer , showed bare skin for the first time . The original idea for Creme 21 arose at the end of the 1960s against the background of the change in the existing sales channels for cosmetics.
Until then, cosmetics and care products were only available in specialty stores , i.e. in drugstores and department stores. With the rise of modern forms of distribution in the grocery trade ( supermarkets / hypermarkets ), Henkel launched the "Grocery retail cosmetics" project in 1967 . The aim was to develop various products , especially for self-service . The Creme 21 brand was created.
Like the plastic jar, the color orange stood for modernity. The number 21, the age of majority at that time , should express that the cream is there for young and old, i.e. for the whole family .
Creme 21 disappeared from the West German market in the mid-1980s. Almost 20 years later the entrepreneur Antje Stickel acquired the Creme 21 brand from the previous brand owner Henkel and founded Creme 21 GmbH in Bad Homburg vor der Höhe . In a small team, the entrepreneur managed to reposition the brand on the market. In addition, other types of Creme 21 came onto the market, such as sunscreen .