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.
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.