Fenjal
When Bathing and Putting on Lotion Became One
How fenjal revolutionised the cosmetic industry 57 years ago
It is the classic of Europe’s body care brands. For more than half a century fenjal has been a symbol of affordable feminine body care with valuable oils and scents. Established in 1962 by the Doetsch Grether AG, fenjal products are sold in more than 30 countries today. The product portfolio includes bath oils, shower crèmes, body lotions/body milks, deodorants, soap and perfumes for every skin type. The very first product of fenjal, however, was the Crème Oil Bath Classic, with which fenjal started its journey. Since 2016 fenjal belongs to the fit GmbH and wears the character “Made in Germany”.
An Oil Bath is Created – Out of Love to a Woman
The beginning of fenjal’s success story is a story written by life itself. On a business trip to the U.S. in 1962, a man bought a bath additive with caring oil for his wife. She was taken by the innovative body care product but criticised the oil swimming on the bathing water and the product’s missing fragrance. Being a skilled pharmacist, her husband took his wife’s wish to his heart and started developing an oil bath whose oil fully combined with the bathing water and which also smelled pleasant and luxurious. The fenjal Crème Oil Bath was born, and it was the very first oil bath combining body cleaning with the replenishing and nurturing advantages of valuable body oils.
After her husband’s early death in 1975, the woman for whom the fenjal Crème Oil Bath was created took over the company. Once her husband’s secretary and now the managing director, she expanded the company and became the wealthiest woman of Switzerland.
A Brand Setting New Standards
The fenjal Crème Oil Bath set new standards in the cosmetic industry. With the combination of bathing and putting on lotion, fenjal established a novel form of body and skin care which did not exist until then. fenjal decisively contributed to the development of body cleansing and bathing becoming an indulging, relaxing and sensual experience – a matter of course today, but a small revolution back then. The fenjal Crème Oil Bath stood for a new form of female self-love and affordable luxury. The brand became a statement for self-confident women who love their womanliness and value themselves. With fenjal, women’s bath rooms turned into an oasis of well-being for body, mind and soul – from there, it was only a small step to today’s wellness culture.
The New miss fenjal Fragrances
miss fenjal developed and launched a new range of floral, fresh scent sensations. The young range of floral and fresh fine fragrances was developed by leading perfumers and promises a pure fragrance pleasure for the senses.
The new miss fenjal Eau de Toilette are launched in a noble and feminine flacon, addressing a young target group with its clear and puristic design. The flacon is inspired by the iconic glass bottle of fenjal. In total, four floral fragrances, which meet women’s preferences regarding perfume are avaliable in Sweden: Velvet Orchid – Summer Dream – Floral Fantasy – Blossom Edition
