10-12-2012, 01:05 PM
The "genuino Floïd haugrolizado" said the old labels, it was born in 1932 in laboratories Cientifical Haugron of Barcelona, property of Joan Baptista Cendrós . A very active member of the Catalonian society. In Franco's dictatorship, Mr. Cendrós subsidized the Institut d'Estudis Catalans and participated in the creation of Omnium Cultural, Encyclopedia Catalana, Proa editions, prizes Sant Jordi, Carles Riba and the Foundation of the Great Encyclopedia Catalana. This active businessman and philanthropist, was a learned person who frequented the company of artists, musicians of the "Nova cançó " (new song style in Catalonia),...
His sponsorship was made possible by the strength of your company, what was known as the "Doctor Floïd". Haugron had a successful international proportions, with this lotion Haugron could be paired to the most important cosmetics companies , such was their bestseller. When started, Floïd was a massage or lotion "for use after the shave" because it was not yet widespread "after shave" the trade mark itself ended up using. The reason for the name is a mystery, but Floïd well could be a deliberate variant of Catalan "fluid" with a foreign touch .. . The origin of the umlaut ,.... is that in french language the product is pronounced "Fluad" not Floïd. Floïd is the first product known as aftershave lotion is a few years old that Aqua Velva and Old Spice, their competitors, and still continues very popular today.
Regarding the italian Floïd , it's manufactured by INTERCOSMO. Bologna (Italy). Created in 1952 as a company of professional hair products;
In 1993 INTERCOSMO joined the international group Revlon Inc.
In 2000, the company enters into the multinational corporation .... The Colomer Group, the owner of Floïd
Conclusion .... Floïd is spanish but goes to Italy as part of trade agreements .....
Sources: "La Vanguardia" newspaper "ABC", The Colomer Group
Now, the Floïd still survives in the toilet cabinets, being a aestethically retro or vintage product, the natural selection could finish with it, but not, Floïd has loyal customers but the company, in order to prevent to be out of the choices of the people , had started an agressive advertisement campaign in Spain, using TV, newspapers and Radio Broadcasts, buying the better advetising times for men (soccer matches, Formula 1, Tennis,....)
The slogans are "old School" and some of them very old fashioned. In my humble opinion, this way the product couldn't be very popular among the young people. The slogan "Are you a Floïd man? " is not very elegant, but it has achieved that everybody are talking about Floïd in Spain.
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