Beiersdorf identified a
potential market for a new brand that offered freshness and cleanliness at the
beginning of the 1950s. It was a time when consumers were just starting to feel
optimistic about the future again. The economy was booming and everyone was in
work. A clean and well-groomed look was an indicator of a person’s social
status, both in business and in the local community.
In 1951, Beiersdorf
became the first company in Germany to launch a deodorant product line, called
8x4, which specifically inhibited the growth of bacteria that decompose sweat
and cause unpleasant odors. The first 8x4 products were a deodorizing toilet
and bath soap, followed by a powder and aerosol spray. The first roll-on
deodorant was launched in 1958.
The unique name 8x4 was created by Juan
Gregorio Clausen, Beiersdorf’s long-standing Head of Advertising. It was
derived from the active ingredient B32, a component of the first 8x4 products.
Today, the 8x4 product range includes
spray and roll-on deodorants in various fragrances, from trendy to classic. The
one thing they all have in common is that they offer reliable 24-hour
protection against body odor and underarm wetness. That’s why 8x4 is one of the
world’s leading deodorant brands.
Find historical clips and TV commercials at the Beiersdorf Classic Cinema here.