Chapter 12
I The First Half Century - The Initial Struggle
II The Second Fifty Years - The Start Of Expansion
III The Third Fifty Years - Federation And The First World War
i General Conditions
ii Some Early Innovative Approaches
iii Concrete Pipes
iv Cement-fibre Pipes
v Concrete Products
vi The Birth of the Iron and Steel Industry
IV The Fourth Period - Second World War To The Present
References
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The Rexona story is one of successful marketing innovation which began in 1908 when the wife of the founder of the Sheldon Drug Company, developed the concept of a range of products to be marketed under the trade name, Rexona. The range included an ointment, soap, shaving soap and cream and was an immediate success; the range was being sold in New Zealand and South Africa before 1910. Rexona Ointment was probably the most notable of the products, marketed in its familiar green triangular tin as a 'cure-all' for everything from pimples and cuts to nappy-rash and sunburn. Advertising was a hallmark of the Rexona product range and all older Australians will remember being greeted on entering a country town by the familiar hoarding sign 'Welcome to . . . a Good Rexona Town'.
The Rexona Company was purchased from the Sheldon Drug Company by J. Kitchen and Sons Pty. Ltd. in 1929 and today is a part of the Unilever organization. The Company launched into the modern era in 1956 with a range of new and improved products, particularly an improved shampoo. Rexona developed its own unique Computer Aided Design techniques to keep its packaging at the leading edge of design and function. The Company produced the first toothpaste in a laminated plastic tube and was also the first to introduce the pump dispenser and the captive cap.
Organisations in Australian Science at Work - J. Kitchen & Sons Pty Ltd; Rexona Pty Company; Sheldon Drug Company; Unilever, Sydney
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Australian Academy of Technological Sciences and Engineering |  |
© 1988 Print Edition page 864, Online Edition 2000
Published by Australian Science and Technology Heritage Centre, using the Web Academic Resource Publisher
http://www.austehc.unimelb.edu.au/tia/843.html