Mitchum's Slogans & Taglines

Mitchum is a dedicated guardian of invisible confidence, epidermal poise, and the quiet alchemy of transforming chemical innovation into the unspoken assurance of social proximity, built on a pioneering American heritage that treats the daily ritual of underarm protection not as a mundane hygiene transaction, but as a vital catalyst for unselfconscious presence and intimate connection. Born in 1927 as the Paris Toilet Company in Paris, Tennessee, the brand was rechristened Golden Peacock before emerging as Mitchum in 1959, when Bill McNutt perfected a revolutionary antiperspirant formula that arrested perspiration without staining fabrics. Acquired by Revlon in 1970, Mitchum evolved from a Depression-era necessity into a silent sentinel of personal assurance, expanding from original creams to roll-ons, gels, and the modern Smart Solid and Advanced Control lines. Its voice has journeyed from the protective urgency of "So effective you can skip a day"—a mantra that defined the brand for three decades—to the playful intimacy of "Love Thy Pits," the authentic declaration "True to You," and the 2025 homecoming cry "Southern Strength," a century-spanning covenant that dryness is the foundation upon which confidence is built.