Coast (soap)
Brand of bar soap and body wash / From Wikipedia, the free encyclopedia
Coast is an American brand of deodorant soap and body wash owned by 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]
This article needs to be updated. (June 2020) |
Owner | High Ridge Brands Company |
---|---|
Introduced | 1976; 48 years ago (1976) |
Markets | Soap |
Previous owners | Procter & Gamble (1976-2000) The Dial Corporation (2000-2012) |
Tagline | The Eye Opener! |
Website | http://www.coastsoap.com/ |
In 1977 Procter & Gamble launched the Coast formula under the Zest brand name in France, followed by Italy and the UK in 1982. Like US Coast, the European version had the same perfume and was marbled, but colored yellow not blue. The brand was eventually withdrawn from Europe.
In 2000, the Coast brand was sold by Procter & Gamble to The Dial Corporation, an Arizona-based company that became a subsidiary of Henkel in 2004.[2]
In 2012, the Coast brand was sold by Henkel to Brynwood Partners VI LP, a Stamford, Connecticut-based firm, through its subsidiary, High Ridge Brands Company (HRB), which owns a variety of personal care products, including Zest, Alberto VO5, and Rave.[3] HRB was later sold to Clayton, Dubilier & Rice and is now a portfolio component of Tengram Capital Partners.[4]