page_title: Colgate-Palmolive
section_title: History
hierarchical_section_title: Colgate-Palmolive / History
context_page_description: Colgate-Palmolive Company is an American multinational consumer products company headquartered on Park Avenue in Midtown Manhattan, New York City. It specializes in the production, distribution and provision of household, health care, personal care and veterinary products.
context_section_description: In 1806, devout Baptist English immigrant soap and candle maker William Colgate established a starch, soap, and candle factory on Dutch Street in New York City under the name William Colgate & Company.  In 1833, he suffered a severe heart attack, stopping his business's sales; after a convalescence he continued with his business.  In the 1840s, the company began selling individual cakes of soap in uniform weights.  In 1857, Colgate died and the company was reorganized as Colgate & Company under the management of his devout Baptist son Samuel Colgate, who did not want to continue the business but thought it would be the right thing to do.  In 1872, he introduced Cashmere Bouquet, a perfumed soap.  In 1873, the company introduced its first Colgate Toothpaste, an aromatic toothpaste sold in jars. In 1896, the company sold the first toothpaste in a tube, named Colgate Ribbon Dental Cream (invented by dentist Washington Sheffield). Also in 1896, Colgate hired Martin Ittner and under his direction founded one of the first applied research labs. By 1908, they initiated mass sales of toothpaste in tubes. William Colgate's other son, James Boorman Colgate, was a primary trustee of Colgate University (formerly Madison University).
  In Milwaukee, Wisconsin, the B.J. Johnson Company was making a soap from palm oil and olive oil, the formula of which was developed by B.J. Johnson in 1898. The soap was popular enough to rename their company after it — Palmolive. Around the start of the 20th century Palmolive was the world's best-selling soap. Extensive advertising included the radio programs The Palmolive Hour (1927-1931) and Palmolive Beauty Box Theater (1934-1937). A Kansas City, Kansas-based soap manufacturer known as Peet Brothers, who were originally from Wisconsin, merged with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet acquired the Colgate Company to create the Colgate-Palmolive-Peet Company. In 1953, Peet was dropped from the name, leaving only Colgate-Palmolive Company, the current name.
  Colgate-Palmolive has long been in competition with Procter & Gamble (P&G), the world's largest soap and detergent maker. P&G introduced its Tide laundry detergent shortly after World War II, and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the toothpaste market when P&G added fluoride to its toothpaste (Colgate has since re-claimed the #1 sales position). In the beginning of TV, Colgate-Palmolive wished to compete with P&G as a sponsor of soap operas and sponsored many soaps in full or in part including The Doctors.
  George Henry Lesch, president, CEO, and chairman of the board of Colgate-Palmolive in the 1960s and 1970s, transformed the firm into a modern company with major restructuring.
  In 2005, Colgate sold the under-performing brands Fab, Dynamo, Arctic Power, ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for laundry detergents in the US, Canada and Puerto Rico, to Phoenix Brands, LLC as part of its plan to focus on their higher margin oral, personal, and pet care products.
  In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of Maine, a leading maker of natural toothpaste, for US $100 million. Tom's of Maine was founded by Tom Chappell in 1970.
  Today, Colgate has numerous subsidiary organizations spanning 200 countries, but it is publicly listed in three, the United States, India and Pakistan.
  On October 25, 2012, the company announced it would cut 2,310 workers, or 6% of its workforce, by the end of 2016 in a push to make the consumer products company more efficient. The company ranked 184th on the 2018 Fortune 500 list of the largest United States corporations by revenue.
caption: 1922 advertisement for Palmolive soap
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