Golden oldies: they're tried, tested and true. Some products just keep on selling and selling

In the beginning, there was soap (and a good thing, too!) Shortly thereafter, came toothpaste, deodorant, shampoo and face cream. As the cosmetics and toiletries industry began to find its feet by identifying unmet consumer needs and new technology became available, variations on these basic themes were introduced. Ever more sophisticated hair, skin and bath products, plus tanning aids and haircolouring arrived on the market; each hitherto unheard of item being greeted with enthusiasm by the buying public. Many of these early products are no longer with us, giving way to new, improved formulations or falling by the wayside due to changing trends, attitudes and needs. But a surprising number still remain available on drugstore and department store shelves, and many continue to grow in sales, despite their age. With the incredible number of innovative, high-tech products that the industry has come up with, why do consumers persist in buying creams, shampoos, deodorants and all the rest of it, some of which were introduced as far back as a century ago? The restless minds at COSMETICS Magazine, ever thirsty for knowledge and information, set out to discover the answer to this intriguing question. And, since the aforementioned publication is celebrating its 25th anniversary this year, it seemed fitting to research products that were introduced 25 years ago or more, and are still going strong today. So, read on for a selected round-up of Canadian consumers' favourite "golden oldies"; we do admit there are many other products that could be added to this list but are not included here due to space limitations. Lever Pond's In 1846 (!) Pond's 'Extract' was introduced in New York City; this product was the forerunner of Pond's Cold Cream, a night-time cleanser launched in 1907 in the U.S., and in 1918 in Canada. Heidi Korhonen, brand manager, Lever Pond's, Toronto, points out that this venerable brand is growing to this day. "In 1996, it showed strong growth of 12 percent," she comments. It's a very trusted product for its moisturizing benefits, and many feel that it's the best makeup remover around. It has the basic benefits that every consumer is looking for. Many loyal customers have used it for a long time, and younger consumers are buying it too. The generational aspect has a role, certainly, and there's also the 'going back to basics' trend that exemplifies this decade." She adds that, through the Pond's Institute, Pond's continues to help women find solutions to their facial care needs and offers a comprehensive, up-to-date skin care line. Marcelle Marcelle's oldest successes are Moisture Lotion, Moisture Cream and Cleansing Cream, launched in 1965. "Moisture Cream is our number one seller, with Moisture Lotion in our top five and Cleansing Cream in the top 15," says Marie-Christine Boily, brand manager, Marcelle, Professional Pharmaceutical Corp., Lachine, Quebec. Moisture Cream has a wonderful texture, light and satiny; Moisture Lotion has a similar formula, but a lighter texture; and both are extremely effective. That's one of the reasons for their loyal consumer base which has built up over the years", she says. Cleansing Cream, a rich textured cleanser for dry or very dry skin types, is great for our cold North American climate!" She adds that these products are hypoallergenic and fragrance-free. This is our niche in the market; consumers, especially those with sensitive skin, know they can trust Marcelle products to be non-irritating and super-gentle, as well as highly effective," she explains. Clinique Launched in 1968, Clinique's legendary "Three Step" program was the first fragrance-free, allergy-tested line of skin care products to be sold in department stores. "It was designed for people whose skin wasn't able to tolerate traditional products and for the first several years, all advertising was word of mouth," says Michelle Polite, public relations co-ordinator, Clinique Lab. Dist., Toronto. The three products in the line: Soap, Clarifying Lotion and Dramatically Different Moisturizing Lotion, have remained in the top 10 since they were launched. Why? Because they work! Although there are many new high tech products out there, consumers like the simplicity of the products and of the routine -- three steps, three minutes, twice a day." Alberto-Culver VO5 Hairdressing Cream, was introduced in 1955, and was originally designed to condition and protect the hair of Hollywood movie stars from the hot studio lights. It wasn't long before the general public discovered it, and it has retained its popularity for a number of reasons, according to Michele Swan, product manager, VO5, Alberto-Culver Canada Inc., Toronto. First, it has multiple uses. It's an effective conditioning cream and it adds shine, manageability and control without weighing hair down," she says. "It tames frizzies and split ends, rejuvenates perms and protects against damage from heated styling appliances." Swan says that a 1992 survey indicated that users are predominantly men and women aged 55 and over. "Although women outnumber men in terms of numbers, men use VO5 more frequently. VO5 Hairdressing Cream has a very loyal following within this segment of the population, but many younger consumers are discovering it as well," she adds. Tsumura Canada When Vitabath was launched 38 years ago, it was the first premium-priced luxury bath product in the world, according to Cherryl Hertz, director of marketing and administration, Tsumura Canada, Concord, Ontario. "The intent was to offer consumers an alternative to traditional bar soaps, which can be harsh and drying on skin" she explains. "And it's still unequaled in skin cleansing and conditioning. It has maintained its popularity because it's refreshing whether used in the bath or shower; and the scent, which makes the bathing experience that much more pleasurable, doesn't linger or clash with whatever fragrance the user may choose to wear after cleansing." She adds that the gelee is highly concentrated, so a little goes a long way. "Consumers will always recognize, and respond to a product that offers them high quality and helps save them money." Clairol This haircolouring and hair care giant can claim several products in the over-25-years-old-and-still-going-strong category. Haircolouring products include: Miss Clairol launched in 1950, Loving Care Lotion in 1960, and Nice'n Easy in 1965. Plus, there's the Herbal Essence shampoo and conditioner line, launched in 1972 and reformulated and re-introduced in 1996 as Herbal Essences, complete with its own styling product range. Why do these products continue to sell, you ask?" says Robin Thornton. "Because they are targeted to specific users to meet their specific needs. They're tested and true, and have been updated and improved over the years as necessary. They're well-researched and continuously followed up on in terms of their appropriateness. And, Clairol's reputation for quality products is very strong; that's an extremely important factor when it comes to consumer loyalty." Smith & Nephew Although Nivea Cream was launched in Canada in 1947, it first became available in Germany in 1912. Nivea Cream has a really loyal consumer base because it's a highly effective product. In many cases, using it is a tradition passed down from mother to daughter," says Vivienne Beaulieu, brand manager, Smith & Nephew, Lachine, Quebec. The water and oil formulation really does the trick for extremely dry skin. It's still going strong today; in fact, it's one of the leading SKUs in Canada. There seems to be a bit of a rerum to basic, simple products. This doesn't include all the market, but some consumers find the new, high-tech products confusing -- Nivea Cream, on the other hand, is a simple product that works." Schering-Plough The venerable Coppertone sun care brand started out in 1944 with Coppertone Cream, a cocoa butter concoction stirred up by Miami Beach pharmacist Ben Green, who tested each batch on his bald head. The following year, Coppertone Oil was introduced. Although hugely successful in their time, these products were discontinued as consumer needs changed," says Rosanne Cull, marketing director, seasonal products, Schering-Plough HealthCare Products Canada Inc., Mississauga, Ontario. In 1953, "Little Miss Coppertone" and her little black dog made their appearance, and went on to become probably the most recognized logo in sun care history. Forty years later, "Little Miss" covered up for the first time as part of a public education campaign for the launch of the UV index. Coppertone Lipkote was introduced in 1958, and is still selling, although a formulation including an SPF 15 was launched in 1983," she says. "QT Quick Tanning, which established a new self-tanning category in 1960, however, has been replaced with Radiance Self-Tanning Lotion, an improved and updated version of the original. Coppertone's success is largely due to constantly identifying the unmet sun care needs of consumers so that the products fit their changing lifestyles and needs. From the launch of Coppertone Cream over 50 years ago, to the development of innovative specialty products, Coppertone has continuously demonstrated its brand leadership," says Cull. Procter & Gamble This company is the proud possessor of many vintage brands, ranging from cosmetics through soap and shampoo to skin care products. In the cosmetics category, Cover Girl was launched in 1962, and Max Factor has been around since 1938," says Stefani Valkonen, supervisor, public affairs, Procter & Gamble, Toronto. Our oldest soap brand is Ivory Bar, introduced in 1915, closely followed by Camay in 1927, with Zest coming on the market in 1958." Skin care products include the well-known Noxzema, still selling well after 65 years; Oil of Olay which dates back to 1965; and Clearasil, introduced in 1968. Other long-time brands are Secret deodorant, 1965; and Head & Shoulders shampoo, 1964. The success of our brands is a result of our long-standing commitment to provide consumers with superior quality products that will meet their needs," she says. This translates into good value which is the foundation of our business. Product innovation enables us to continually produce great brands that stand for something consumers care about and that can last over time." Lippens Launched 25 years ago, Clarins Gentle Foaming Cleanser still ranks in the top 15 of its category. It retains its popularity because it addresses specific needs and does its job well," says Helene Authier, public relations assistant, Lippens Inc. International, St. Laurent, Quebec. It's an excellent option for those who like to use water when cleansing, but whose skin can't tolerate soap's dehydrating effects. It's extremely gentle, so it purifies without irritating sensitive skin. And, men are frequent users too, because they've discovered it softens the beard making for a smoother, better shave." Bathurst Sales, Quick, women, what's the first nail polish you ever wore? Chances are, you said Cutex, the perennially popular brand that's been selling incredibly well since the early 1930s. I'd say that one reason Cutex has remained a leader is that, over the years, the colours it offers have always evolved to be in step with today's fashion trends, with up-to-the-minute shade statements coming out quarterly," says Felix Gratopp, general manager, Bathurst Sales, Downsview, Ontario. However, Cutex has always considered the older or more conservative consumers. They may not comfortable with one of the more extreme new shades, but they still want to be up to date. So, they check out the trendy new Cutex colours on their drugstore counters, and get a chance to feel 'with it'. Then, they make their selection from one of the old favourites that remain in the line year in and year out. The conservative option is still there." Gratopp adds that price is key. "Cutex continues to be probably the best-priced mainstream brand out there." Neutrogena Neutrogena Soap first made its appearance in the U.S. in 1954. Arlene Ryer, marketing manager, Neutrogena, Professional Pharmaceutical Corp., Lachine, Quebec, says the glycerine soap was definitely a product ahead of its time. "Neutrogena Soap was clean, pure, no-nonsense and healthy -- before those concepts became fashionable," she explains. That's what the brand offers -- no frills, but it works. The soap was developed as a problem solver; it is gentle and pure so it won't irritate sensitive skin. The same is true for the many Neutrogena line extensions that have been introduced within the last 25 years: each is designed to be the solution to a problem." She goes on to say that consumers trust the brand. "That's another reason why Neutrogena has grown and maintained its credibility within the consumer and dermatological environment." Elizabeth Arden Eight Hour Cream is another classic, dating back to the 1930s, when it was developed by Elizabeth Arden Eight Hour Cream is another classic, dating back to the 1930s, when it was developed by Elizabeth Arden's resident chemist to treat burns that Arden's beloved race horses had suffered in a stable fire. She noticed a significant improvement in eight hours -- hence the name. We call it 'the everything cream'," says Karen MacPherson, manager, training & communication, Elizabeth Arden Canada, Richmond Hill, Ontario. "It works equally well on diaper rash, redness around the nose, chapped lips, dry cuticles, sunburn and windburn. Makeup artists use it all the time to add a little sheen or glimmer to skin, as a lip gloss and to brush brows into shape. It's a quiet best-seller." Elizabeth Arden introduced its Blue Grass fragrance line in the 1930s, and MacPherson comments that the hottest item in the line is the Blue Grass Roll On Cream Deodorant. "In terms of numbers of items, this is one of the highest sellers we have," she says. It's easy to use, not sticky, doesn't stain, and the fragrance concentration is very light, so it doesn't interfere with whatever the user is wearing; but best of all, it really works!" MacPherson says Elizabeth Arden consultants report customers always buy them in bulk. "It may be two or three; usually, it's half a dozen, but nobody ever buys just one." And the most amazing thing about both these products? "Neither one has been advertised for at least 15 years -- people tell people about them, and they just keep on selling." Revlon Not surprisingly, given its position in the cosmetics industry, Revlon's 25-year-plus products are lipsticks: Super Lustrous Lipstick and Moon Drops Lipstick. Super Lustrous Lipstick has maintained its success because it's offered in a wide range of colours to meet consumer tastes and needs," says Denise Darragh, senior category manager, cosmetics, Revlon Canada Inc., Mississauga, Ontario. They're supported in Revlon's spring and fall shade statements, where new shades are introduced to keep the colour choices current." She adds that Moon Drops Lipsticks are often featured in Revlon's summer and Christmas colour collections; they, too, are updated regularly. Bristol-Myers Squibb Keri Lotion has been on the market since the early '60s. "It's a trusted brand, endorsed by health professionals," says James Convery, senior business development manager, Bristol-Myers Squibb Consumer Products Group-Canada, Montreal. Keri has remained contemporary, keeping up with the times in terms of new product offerings. Consumers keep buying it because it works: it soothes, moisturizes and protects skin against dryness. The reputation of our company for offering high quality, effective products that fulfill their promises is a factor as well." Another product that has stood the test of time is Ban Roll-On Deodorant. Originally introduced in the late 1940s as Mum Lotion, it was developed by chemist and director, new product development, Helen Barnett Desirens, to replace Mum Cream. Packaged in a soft plastic bottle, it was squeezed out onto fingertips, then applied. A definite improvement on the existing creams and sprays of the time, Mum Lotion was a hit, but Desirens wasn't satisfied -- she wanted to find a way to package it so it could be applied directly. The ballpoint pen had just been introduced, and she used the concept to develop the first roll-on deodorant product. Mum Lotion was officially launched as Ban Roll-On in 1955. Consumers have trusted Ban for many years to keep them feeling fresh all day," says Louis Carrier, associate director, trade marketing and promotion department. "It simply delivers against key consumer needs: it's effective, it doesn't irritate sensitive skin, it has a pleasant scent, and it does not leave a white residue on clothing. Another steady seller for Bristol-Myers Squibb is Vitalis, the men's hairdressing cream introduced in 1934 and still helping men keep their hair well-groomed. Bonne Bell Jess Bell, chairman and ceo, Bonne Bell, Lakewood, Ohio, says that its deep pore cleanser Ten-O-Six (10-0-6) was launched in 1936 and remains a steady seller today. "The endorsement goes from mother to daughter. There are a lot of women out there who grew up using Ten-O-Six; now, their daughters are growing up and starting a skin care program," he says. So, the mother recommends Ten-O-Six and quite probably makes that first purchase. We have many inquiries about the product; and over the years have expanded our distribution into a number of foreign countries." Bell adds that Ten-O-Six has a worldwide following. "But we don't spend that much money advertising it. There's a loyal cadre of women, and men as well, who quite simply believe that Ten-O-Six is what you use to clean your face -- it's never as clean as when it's Ten-O-Six clean." Mary Beth Nooney, Bonne Bell's product manager, Ten-O-SIX, has this to say: "The bottom line is that it works. The Bonne Bell name has been known and trusted for generations; and Ten-O-SIX provides the same cleansing features and benefits today that a consumer would have wanted 60 years ago." Chanel Although Chanel Beaute, the company's comprehensive cosmetics and skin care collection, was launched in 1975, Anny Kazanjian, director of public relations, Chanel Inc., Candiac, Quebec, says it's based on cosmetics created by Gabrielle "Coco" Chanel in the 1920s. A pioneer in every sense of the word, she came up with a powder compact, lipstick and rouge, just a few elements for the lips and face" she says. Since, in those days, only actresses and 'fast women' painted their faces, cosmetics manufacturing facilities were limited. Chanel mined to a company called Bourjois, located in Pantin, a suburb of Paris, which had been creating theatrical makeup since the 1880s. They did a limited run of her makeup collection and it was sold in the Chanel Boutique on the Rue Cambon for many years." Cosmair Canada Cosmair Canada Inc., Montreal, represents some of the most recognized brands in the country, and several fit into our 25-year-plus category. Lancome's Nutrix, launched in 1936, has been on the market for so long because it is known as an all-purpose cream with healing properties," says Heidi Strohl, marketing director, Lancome Canada. "It's formulated with a natural serum, so it can be used effectively to solve various skin problems, like a very dry patch of skin or diaper rash, among many others. In the haircolouring category, L'Oreal Capillaire's Preference dates back to 1969. "Preference is still going strong after 27 years simply because it delivers what it claims," says Sandra Smith, national training manager, L'Oreal Canada. "It has kept ahead of consumers' demands by constant innovation of formulas and upscale, approachable packaging -- all at an affordable price." Then there's Belle Color, from Laboratoires Garnier, introduced in 1960. Thierry Garrier, product manager, Laboratoires Garnier Canada, says: "Belle Color delivers a very natural looking colour, is very easy to use, and it's very affordable." Great Lash Mascara, from Maybelline, has been on the market since 1971. "Great Lash is the number one selling mascara in Canada, and is a favourite of consumers and makeup artists alike," says Melanie Schirmer, marketing manager, Maybelline Canada. "Quite simply, it's been around so long because it perfectly meets consumers' expectations." Carter-Horner Women have used Nair-Cream since 1935; and Nair Lotion since 1940, to remove unwanted body hair. Although the Nair line has been extended and updated a number of tunes since then, these original products continue to sell. Nair effectively developed the depilatory category through direct-to-consumer advertising," says Ed Daley, director of marketing, Carter-Horner, Inc., Mississauga, Ontario. "Dominant market share development during the early stages of category development secured the strength of the brand. Nair is really a niche brand that developed a 'relationship' with the consumer looking for smoother, sexier legs and this relationship continues today." In the deodorant category, Arrid Cream was introduced in 1935, followed by Arrid Roll-On in 1952, Arrid Deodorant Aerosol in 1961 and Arrid Extra Dry Anti-Perspirant Aerosol in 1968. The Arrid brand has a very strong heritage based on its history; Arrid was the first cream deodorant and generated a strong brand loyalty in the early years" says Daley. "Innovation in the category further secured the brand loyalty by introducing the first aerosol anti-perspirants. The introduction of Arrid Extra Dry secured a firm positioning for the brand with a new, more efficacious formulation, and this heritage continues to this day." Daley adds that Arrid continues to benefit from the support of consumer advertising in a very competitive category. "Continuous new product introductions and the evolution of package designs to maintain a modern look remains an important component of the vitality of the brand." According to Daley, Pearl Drops Toothpolish, launched 1971, was the original toothpolish on the Canadian market, and the first to promise the "pearly white" smile, focusing on the cosmetic benefit of the product. Supported by extensive advertising, the brand carved out a position within a sea of mass market competitors," he explains. "Numerous whitening toothpastes have entered the market over the years, yet Pearl Drops continues to be successful due to its unique 'polish' positioning." Chattem As Lindsay Brooks, general manager, Chattem (Canada) Inc., Mississauga, Ontario, says, Chattem is a niche marketer. "Other companies' small brands are our big brands. We devote the time, energy and resources to them that other companies aren't willing to do. Consequently, we have a number of flourishing product lines that would have fallen by the wayside in other hands." Several of these products fit into the 25-year-old category. Corn Silk, the oil-absorbing powder, dates back to the early 1960s; as does Sun-In Hair Lightener; Phisoderm Facial Cleanser appeared in the mid-1960s; and the Acnomel range of acne products, formulated to meet the needs of mature skin has been around for over 35 years. Brooks says that one reason for the continued success of these products is that the formulations and concept are as relevant today as they were in the 1960s. Also, we like to go into smaller markets where there are a limited number of competitors; that way we can have the number one or number two product. Sun-In, for example, is the number one sprayon hair lightener," he explains. We advertise, we provide retailer support, we run coupon programs and we work with our brands. We're extending the Phisoderm line, and designing new packaging, for instance. Being a small company, we give our brands tender loving care; this is how we grow our business." Combe Inc. Grecian Formula has had a loyal following since the early 1960s. Jim Kelly, director of marketing, Combe Inc., White Plains, New York, says that the product was originally positioned for women, but Ivan Combe, founder and owner, had the idea of targeting men -- and the rest is history. The original product was a liquid; and Kelly says the line has been extended to include a cream and a mousse. What it does better than any product out there, is answer a man's key concern, which is not to be discovered when he colours his hair," he says. Grecian Formula truly delivers a gradual onset of colour -- no one really knows when a man uses it because there's never a dramatic change. Grecian Formula is a very unnoticeable way to blend in grey over a period of time; it works by gradually reducing the amount of grey to a darker colour, so the man ends up with a salt and pepper effect. A lot more pepper than salt!" Kelly says that men like the idea that they're in complete control. "A man can use it on a daily basis as long as he feels like it, then stop. When it grows out, he can start again. And, there's the convenience factor -- the product is simply distributed on the hair, combed through, and that's it." So, gentle reader, what can one learn from all of this? Some long-time products are still selling because they have committed, active, dedicated advertising support. Some still sell because they've been updated and reformulated beyond recognition of the original product. Others retain a loyal following even though they are still pristine and haven't seen an advertising campaign for years. Consumers are responding, as they likely always did, to products that offer them good quality at a reasonable price, although they will pay the price for something that works. The key words appear to be -- clean, basic, uncomplicated and, above all, effective.