4711 to be officially retired in the next couple of months.

As originally reported in August, P&G wish to sell off 4711, Tosca, Extase and Sir Irisch Moos for "strategic reasons" and to focus on "brands which had a high potential for global growth". As yet, no news of an interested buyer has been announced.

4711 was originally created in 1792, when it is said that a Carthusian monk gave Wilhelm Muelhens a secret recipe for "aqua mirabilis" as a wedding gift. The Muelhens family continued the business until 1994, when they sold the fragrance business (along with Muelhen's much coveted license to create Gucci fragrances) to Wella. Procter & Gamble acquired Wella in 2003.

• Discuss article |
• Print |
• 

• Got News? Let Us Know!