Dial



Dial offers a variety of personal care products from caring and refreshing body washes and bar soaps, to antibacterial hand sanitizers and liquid soaps. Dial is a  leading brand in the world of personal cleansing, available in the US and Canada.

Please visit the Dial brand site for more information.


1868
An eyewitness to the California Gold Rush and its aftermath, Philip Danforth Armour returns to the Midwest and strikes it rich - processing food for the prospectors.

1888
Armour enters the soap business, producing a laundry bar called Armour Family Soap.

1953
The slogan "Aren't you glad you use Dial? Don't you wish everybody did?" establishes Dial as the nation's leading antibacterial soap.
 
1964
Dial opens the largest, most modern soap making plant in the world on an 11-acre site 38 miles west of Chicago in Montgomery, Ill.

The Research & Development Lab, a world-class food and consumer products laboratory, opens in Scottsdale, Ariz., and quickly earns a reputation for innovative research and development. Today, with the addition of Accounting and Information Technology, it's known as DCI (Dial Center for Innovation).

1990
Liquid Dial antibacterial hand soap pioneers a new category in personal hygiene products. Within 10 weeks of its introduction, germ-fighting Liquid Dial® rings up $1 million in sales.

1998
Happy Anniversary, Dial Soap! The Company celebrates the 50th anniversary of Dial soap, its namesake brand.

Dial introduces Hand Sanitizer, a waterless, antibacterial gel for people on the go.

SpringWater Dial hits store shelves.

One million cases of Dial bar soap are sold to Wal-Mart this year - a record "first" for the Company.

Dial launches Crystal Breeze, a line extension that's off to a fast start.

2000
Dial acquires Coast soap to join Dial and Tone in the Dial personal cleansing family.

2001
Dial discontinues its joint venture with Henkel KGaA of Germany.

Dial renames its Research & Development facility as the Dial Center for Innovation to emphasize the company's focus on innovation.

Dial Complete™ is introduced to the public. The groundbreaking liquid and soap comes from the pump as a foam that needs no water until rinsing. Consumers quickly make Dial Complete a favorite because of its efficacy - it kills 10 times more disease-causing germs than other liquid hand soaps - and because it is milder and rinses cleaner than other liquid hand soaps.

The Dial personal cleansing family continues to expand with the introduction of Mountain Fresh® Body Wash, Dial Aloe bar and body wash, Liquid Dial Fruit D?cor and the restage of Coast® to a richer lather and more-refreshing fragrance.

2002
Dial Soap with Vitamins™ is introduced. This unique soap provides the protection of an antibacterial soap along with vitamins E, A and B5. Even the appearance is distinctive – it's the first translucent bath bar soap produced by a major brand that is sold in the traditional soap aisle.

Dial partners with Anheuser-Busch adventure parks. Dial Complete™ will be featured at all guest and employee hand-washing stations at eight Anheuser-Busch Adventure Parks, including Sea World and Busch Gardens. Dial also introduces three Liquid Dial Décor pump bottles with Sea World designs.

2003
Dial receives two awards for the "You're Not As Clean As You Think" advertising campaign, which first appeared nationally in 2002. Dial received both the Bronze Clio Award and the Silver Award from the New York Art Director's Club.

Dial introduces three new line extensions: Dial® Herbal Springs™, Tone Mango Splash and Coast's first-ever Body Wash

The Dial Corporation announces on December 15, 2003 that it has entered into an agreement to be acquired by Henkel KGaA, upon shareholder approval in March 2004. The Henkel Group is headquartered in Düsseldorf, Germany. It has a total of approximately 50,000 employees with 77 percent working outside Germany. 

On March 24, 2004, Dial shareholders approved the merger agreement entered into by Dial and Henkel in December 2003.

Dial becomes a wholly owned subsidiary of Henkel KGaA on March 29, 2004.