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That same year, Dial acquired Coast soap and Zout stain remover. [23] In December 2003, Dial was acquired by Henkel for $2.9 billion. [24] As a consequence of Henkel's acquisition of Dial, Henkel divested its 29% stake in The Clorox Company for $2.84 billion in cash and assets, which included the Soft Scrub and Combat brands. [25]
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The Greyhound Corporation acquired the consumer products business of Purex (which included Fels-Naptha) in 1985 and was combined with Greyhound's Armour-Dial division, forming The Dial Corporation. [4] In December 2003, Dial was sold to Henkel for $2.9 billion. [5] In September 2022, Summit Brands acquired Fels-Naptha from Henkel. [6]
The product was named Dial and claimed to provide "round-the-clock" protection against the odor caused by perspiration. [5] Dial was introduced nationally in 1949 and was advertised as "the first active, really effective deodorant soap in all history [because it] removes skin bacteria that cause perspiration odor". [3]
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Coast is an American brand of deodorant soap and body wash owned by Soldalis USA (formerly High Ridge Brands Company). It was originally introduced by Procter & Gamble in 1976. Its marketing catchphrase is "The Eye Opener!" Originally a bar soap, the company also began to produce body wash in 2003. [1]