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New-Product Wizardry

For much of its history, Procter & Gamble (PG) didn’t just launch new products, it created new product categories, from the first mass-produced disposable diapers to Crest fluoride toothpaste. Yet, P&G’s most recent homegrown hits—Swiffer cleaners, Crest ­Whitestrips, and Febreze odor eliminators—were all launched at least a decade ago.

1879: Ivory
The mild white soap was positioned as a competitor to olive oil-based Castile soaps. Its ability to float was a selling point. Its name is from a Bible verse picked by a P&G founder’s son.

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