Ivory (soap)

Ivory (soap)
source
Name	Ivory
Type	Bar soap
Currentowner	Procter & Gamble
Country	United States
Introduced	0 1879
Related	Dawn, Tide
Website	https://www.ivory.com/

Ivory (soap). Ivory is a personal care brand of bar soap produced by the American multinational Procter & Gamble (P&G). Introduced in 1879, it is noted for its long-running marketing tagline "99.44⁄100% Pure" and its characteristic ability to float in water. The brand has become an iconic part of American culture and remains one of the oldest continuously sold consumer products in the United States.

History

The soap was developed in 1878 by Harley Procter, a son of Procter & Gamble co-founder William Procter, and the company's first chemist, James N. Gamble. The name "Ivory" was inspired by Psalm 45 from the Bible, read by Harley Procter during a Sunday service at Miami Chapel in Cincinnati, Ohio. A key accidental discovery occurred when a worker at the Ivorydale factory left a soap-making machine running during his lunch break, incorporating excess air and creating the first batch of floating soap. This serendipitous event was later leveraged as a major selling point. Ivory was officially registered with the United States Patent and Trademark Office in 1879 and was one of the first products to be marketed with coordinated national advertising, helping to establish modern brand management.

Product characteristics

Ivory soap is distinguished by its simple, white composition and its buoyancy, a result of air being whipped into the soap mixture during the manufacturing process. Its famous purity claim of "99.44⁄100% Pure" originated from an 1882 analysis by an independent laboratory, which found only 0.56% of impurities. The soap is known for its mildness, largely due to the absence of many dyes, perfumes, and deodorants found in other soaps, making it a frequent recommendation by pediatricians for sensitive skin. Its basic formula has remained largely unchanged for over a century, contributing to its consistent public perception as a gentle, reliable product for personal hygiene.

Manufacturing process

The traditional manufacturing of Ivory soap involves a continuous process of saponification, where fats and oils (primarily tallow and coconut oil) are reacted with an alkali like sodium hydroxide. The mixture is then dried into flakes, blended, and milled to ensure uniformity. A critical stage is the "plodding" or extrusion process, where the soap is forced through a vacuum chamber and a die, which forms the final bar shape and incorporates the fine, uniform air bubbles that cause it to float. This process was pioneered at Procter & Gamble's massive Ivorydale plant in Cincinnati, Ohio, which became a model for industrial efficiency in the late 19th century.

Marketing and advertising

Ivory's marketing campaigns, orchestrated by Procter & Gamble, were groundbreaking in scale and strategy. The "99.44⁄100% Pure" slogan, created by Harley Procter, was first used in an 1882 advertisement in *The Independent* and became one of the most enduring in advertising history. Early campaigns leveraged testimonials from scientists and positioned the soap as safe enough for a baby's skin, a theme encapsulated in the long-running "Ivory Soap and the Baby" campaign. The brand was a pioneer in using magazine advertising, radio advertising, and later television advertising, with memorable spots on programs like The Howdy Doody Show. Its marketing often emphasized the soap's purity and floating feature as unique consumer benefits.

Cultural impact

Ivory soap has secured a notable place in American folklore and material culture. Its floating property made it a staple for bath time for generations of children and was famously used in art projects in elementary schools across the United States, such as carving sculptures for social studies lessons. The brand has been referenced in numerous works of popular culture, including episodes of The Simpsons and Seinfeld. It has also been used in survival kits by organizations like the American Red Cross and the United States Armed Forces due to its reliability and buoyancy. The enduring simplicity and recognition of the Ivory brand make it a frequent case study in business schools like Harvard Business School for lessons on brand longevity and consumer trust.