Apartment
| Apartment | |
|---|---|
| owner | |
| Introductory year | 1932 |
| Products | laundry detergent |
| Website | www.fewa.at |
Fewa (short for Fe in wa Schmittel) is a trademark of the Henkel Group and also the name given to the first fully synthetic detergents in the world. It was developed by Heinrich Bertsch in Chemnitz in 1932 .
history
In 1924, the then 27-year-old Dr. Heinrich Bertsch took a position as a chemist at the Chemnitz “Böhme AG”. There he researched the improvement of detergents , since at that time they damaged the fibers and washed out the colors. In this function, Bertsch invented the first mild detergent in 1932 and at the same time the first fully synthetic detergent in the world, which became known under the name Fewa . The product consisted of the following ingredients:
- 57% sodium sulfate
- 35% fatty alcohol sulfate
- 5% water
- 2% fatty alcohol
- 1% hexamethosphate
The new detergent was a complete success and sold so well that three production plants for Fewa were put into operation by 1938 . In 1935 Fewa production was outsourced to " Böhme-Fettchemie GmbH " and from then on it was a subsidiary of the Henkel Group . Even before the Second World War, Fewa became the second most successful laundry detergent behind Persil , the market leader also from the Henkel Group .
After the war, production in the GDR started again at VEB Fettchemie Karl-Marx-Stadt. The production of Fewa finally ended in 1992 with the liquidation of the company.
In Austria , Henkel also sells a mild detergent under the Fewa brand . In Germany, the same detergent is sold under the Perwoll brand.
advertising
The name Fewa was later changed to “Excellent for your laundry” for advertising reasons. While the product was initially advertised with a woolly man on the front of the detergent box, the later popular “Johanna” advertising figure was used as early as the mid-1930s. Even after the war, the figure remained known in East and West, as the legal succession for the same product group remained in both countries. In the early 1950s, Fewa advertised in West Germany with the slogan: “Now back in peace quality” . In the GDR, "Johanna" was the only advertising figure whose roots went back to the prewar period.
Web links
Individual evidence
- ↑ The Book of the Century 1900-2000. Pictures and stories from Chemnitz, the Ore Mountains, Vogtland and Muldental. Chemnitzer Verlag, 1999, ISBN 3-928678-54-X , page 82.
- ↑ Official Fewa website for Austria