Renuzit
Encyclopedia
Renuzit is a brand of air fresheners produced by the Dial Corporation. The Renuzit brand once included a solvent-based spot remover and cleaner as well.
, consisting of a perfumed solution in a glass bottle with a large wick that could be raised in the open neck of the bottle. These were not altogether satisfactory, not only because of the hazard of knocking the bottle over and spilling the liquid, but also because the wick tended to dry out on the surface.
Early aerosols dispensed perfume oils, leaving a heavy scent in the air.
air fresheners introduced by S. C. Johnson & Son
. Solid Glade was a perfumed vegetable gelatin
. Aerosol Glade used an emulsion of perfumed oil and water, which gave the consumer a much more controllable scent that dispersed rapidly. Glade remains the market leader.
Renuzit's aerosol product was a me-too product. Their solid air freshener, however, was packaged in an attractive extruded plastic cone. This may have worked against Renuzit sales. As the gelatin dries out, the light vacuum-formed shell of a Glade solid air freshener would lose most of its weight, and get discarded. It is not so obvious that the Renuzit freshener is depleted.
More recently, air fresheners have used heat-based convection and even small fans to disperse the fragrance.
Renuzit introduced a popular fragrance in 1972 which they called Super Odor Killer. The fragrance in SOK was not readily identifiable, because SOK used a blend of perfumes left over when fragrance manufacturers produced a little too much for another company's orders. This blend was not only good at masking a variety of odors, it could be used at slightly higher fragrance levels without overwhelming the user.
Renuzit was also the first to introduce an air freshener for the kitchen when they brought out "Country Kitchen" cinnamon
fragrance in 1976. It proved to be highly popular and was soon copied by competitors.
in 1932,http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=71328847 which became Renuzit Home Products Co. before 1947.http://tarr.uspto.gov/servlet/tarr?regser=registration&entry=502661 They were acquired by Drackett
in 1969, which had been bought by Bristol-Myers in 1965, which in turn, merged with Squibb in 1989. Bristol-Myers Squibb
sold Drackett to S. C. Johnson & Son
in 1992, at which point, the Federal Trade Commission
ordered Johnson to divest itself within a year of the Renuzit products and certain other products, and not purchase any other company making air fresheners for 10 years. They sold Renuzit to Dial Corporation, which became a subsidiary of Henkel GKaA, based in Düsseldorf, Germany, in 2004.
In March, 1995, Dial introduced a new label for the Fresh Cut Flowers fragrance of their aerosol air freshener. Within a couple of months, both Dial and retailers started receiving complaints about a phallus
that appeared on the can. In fact, the image was that of a tulip stem, which was readily apparent when looking at the same image on the Renuzit LongLast Roommate air freshener.
Dial switched to another photo for subsequent production.
How air fresheners work
Air fresheners are basically perfume dispensers. In the 1950s, the most popular air freshener was Air WickAir Wick
Air Wick is an air freshener produced by Reckitt Benckiser. It was first launched in 1943 in the United States and is now sold worldwide.-History:Air Wick was first introduced in 1943 in the United States....
, consisting of a perfumed solution in a glass bottle with a large wick that could be raised in the open neck of the bottle. These were not altogether satisfactory, not only because of the hazard of knocking the bottle over and spilling the liquid, but also because the wick tended to dry out on the surface.
Early aerosols dispensed perfume oils, leaving a heavy scent in the air.
Modern air fresheners
In the 1960s, consumers responded well to the modern GladeGlade (brand)
Glade is an S. C. Johnson & Son brand of household air fresheners that were first introduced in 1956. The family of products include: Aerosol Sprays, Candles, Car Scented Oil, Carpet & Room, Glass Scents, PlugIns, PlugIns Scented Oil, Press'n Fresh, Secrets, Scented Oil Candles, and Wisp...
air fresheners introduced by S. C. Johnson & Son
S. C. Johnson & Son
S.C. Johnson & Son, Inc. , previously known as S. C. Johnson Wax , is a privately held, global manufacturer of household cleaning supplies and other consumer chemicals based in Racine, Wisconsin. It has operations in 72 countries and its brands are sold in over 110...
. Solid Glade was a perfumed vegetable gelatin
Gelatin
Gelatin is a translucent, colorless, brittle , flavorless solid substance, derived from the collagen inside animals' skin and bones. It is commonly used as a gelling agent in food, pharmaceuticals, photography, and cosmetic manufacturing. Substances containing gelatin or functioning in a similar...
. Aerosol Glade used an emulsion of perfumed oil and water, which gave the consumer a much more controllable scent that dispersed rapidly. Glade remains the market leader.
Renuzit's aerosol product was a me-too product. Their solid air freshener, however, was packaged in an attractive extruded plastic cone. This may have worked against Renuzit sales. As the gelatin dries out, the light vacuum-formed shell of a Glade solid air freshener would lose most of its weight, and get discarded. It is not so obvious that the Renuzit freshener is depleted.
More recently, air fresheners have used heat-based convection and even small fans to disperse the fragrance.
Fragrance innovations
Traditionally, the best-selling air fresheners for all companies were heavy floral scents, and "Powder Room", which aped the fragrance of Johnson & Johnson's baby powder.Renuzit introduced a popular fragrance in 1972 which they called Super Odor Killer. The fragrance in SOK was not readily identifiable, because SOK used a blend of perfumes left over when fragrance manufacturers produced a little too much for another company's orders. This blend was not only good at masking a variety of odors, it could be used at slightly higher fragrance levels without overwhelming the user.
Renuzit was also the first to introduce an air freshener for the kitchen when they brought out "Country Kitchen" cinnamon
Cinnamon
Cinnamon is a spice obtained from the inner bark of several trees from the genus Cinnamomum that is used in both sweet and savoury foods...
fragrance in 1976. It proved to be highly popular and was soon copied by competitors.
Cleaner
Renuzit offered a cleaning solvent at one time, sold in 4-ounce steel dispenser cans similar to those used for multipurpose household oil, and in steel quart and gallon cans similar to those used for paint thinner. It was apparently a dry-cleaning fluid, believed to be Benzine based and excellent for all colorfast objects and most, if not all, plastics, then & now. It was/is a good selection to remove the sticky adhesive left behind by older labels. In 1972, a gallon retailed for approx. #2.49. At that time, the label indicated that The Drackett Products Co, was the USA distributor. Manufacture of the product appears to have been discontinued in the early 1970s.Company history
Renuzit cleaning fluid was originally produced by the Radbill Oil Co. of PhiladelphiaPhiladelphia, Pennsylvania
Philadelphia is the largest city in the Commonwealth of Pennsylvania and the county seat of Philadelphia County, with which it is coterminous. The city is located in the Northeastern United States along the Delaware and Schuylkill rivers. It is the fifth-most-populous city in the United States,...
in 1932,http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=71328847 which became Renuzit Home Products Co. before 1947.http://tarr.uspto.gov/servlet/tarr?regser=registration&entry=502661 They were acquired by Drackett
Drackett
The Drackett Company was a leading company in the specialty chemicals business during the 20th century, responsible for such products as Windex glass cleaner, Vanish toilet bowl cleaner, Drāno drain opener, Behold furniture polish, Endust dusting aid, Renuzit air freshener, Mr. Muscle oven...
in 1969, which had been bought by Bristol-Myers in 1965, which in turn, merged with Squibb in 1989. Bristol-Myers Squibb
Bristol-Myers Squibb
Bristol-Myers Squibb , often referred to as BMS, is a pharmaceutical company, headquartered in New York City. The company was formed in 1989, following the merger of its predecessors Bristol-Myers and the Squibb Corporation...
sold Drackett to S. C. Johnson & Son
S. C. Johnson & Son
S.C. Johnson & Son, Inc. , previously known as S. C. Johnson Wax , is a privately held, global manufacturer of household cleaning supplies and other consumer chemicals based in Racine, Wisconsin. It has operations in 72 countries and its brands are sold in over 110...
in 1992, at which point, the Federal Trade Commission
Federal Trade Commission
The Federal Trade Commission is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act...
ordered Johnson to divest itself within a year of the Renuzit products and certain other products, and not purchase any other company making air fresheners for 10 years. They sold Renuzit to Dial Corporation, which became a subsidiary of Henkel GKaA, based in Düsseldorf, Germany, in 2004.
Urban legend
According to urban legend, the label on a 1995 can of Renuzit air freshener included a deliberately planted phallic image.In March, 1995, Dial introduced a new label for the Fresh Cut Flowers fragrance of their aerosol air freshener. Within a couple of months, both Dial and retailers started receiving complaints about a phallus
Phallus
A phallus is an erect penis, a penis-shaped object such as a dildo, or a mimetic image of an erect penis. Any object that symbolically resembles a penis may also be referred to as a phallus; however, such objects are more often referred to as being phallic...
that appeared on the can. In fact, the image was that of a tulip stem, which was readily apparent when looking at the same image on the Renuzit LongLast Roommate air freshener.
Dial switched to another photo for subsequent production.