THE HISTORY OF 4711 Echt Klnisch Wasser 1792 According to legend, - PowerPoint PPT Presentation

4711. Works true miracles.

THE HISTORY OF 4711 Echt Kölnisch Wasser 1792 According to legend, a Carthusian monk gives Wilhelm Muelhens, a merchant from Cologne, the formula for the manufacture of an aqua mirabilis for internal and external use as a wedding present. 1794 All streets and houses are numbered prior to the invasion by the French - the Muelhens premises in Glockengasse receives the number 4711, which later becomes a legendary number. 1810 Napoleon orders the disclosure of all formulas designed for internal use. Muelhens decides to market 4711 Echt Kölnisch Wasser as a perfume thus preventing surrender of the formula. 1820 Peter Heinrich Molanus invents the bottle bearing his own name that makes storing, usage and attaching labels far easier. Muelhens adopts this new invention but adds a crop between the bottle's shoulder and cap which enables the alcohol-rich liquid to expand when it warms up. 4711 Echt Kölnisch Wasser has been supplied in this bottle ever since. 1875 Ferdinand Muelhens registers 4711 as a brand. 1943 The original company building in Glockengasse along with the plant facilities in Köln-Ehrenfeld are destroyed during the Second World War. 1964 Inauguration of the reconstructed company headquarters at no. 4711 Glockengasse 1994 Ferdinand Muelhens and Dieter Streve-Muelhens sell 4711 Echt Kölnisch Wasser to Wella AG. 2003 Wella along with the Muelhens brands is taken over by Procter & Gamble. 2007 The Monopolies Commission agrees to the acquisition of the Muelhens brands 4711 Echt Kölnisch Wasser, Sir Irisch Moos, Tosca and Extase by the Rhenish family business MÄURER & WIRTZ. The brands are transferred to MÄURER & WIRTZ on 31 January 2007.

4711 Echt Kölnisch Wasser T IMELESS. C LASSIC. U NMISTAKABLE. 4711 Echt Kölnisch Wasser is one of the oldest Cologne brands with a name that is recognised throughout the world. It has kept its promise for over 200 years: the use of the unique composition has a positive effect on the mind, body and soul. The secret formula of 4711 Echt Kölnisch Wasser is still appreciated across the globe to this day and makes the aqua mirabilis an absolute classic without comparison. 1792 – B IRTH OF A C LASSIC. According to legend, a Carthusian monk gave the young merchant Wilhelm Muelhens a unique wedding present on 8 October 1792: the secret formula for an aqua mirabilis, a miracle water for internal and external use. Wilhelm Muelhens believed in the success of this extraordinary formula and opened a small manufactory in Cologne's Glockengasse shortly afterwards. The revitalising and stabilising effect of his "Kölnisch Wasser" was instantly captivating and enjoyed phenomenal popularity. Even celebrities, such as Johann Wolfgang von Goethe and Richard Wagner, became ardent users.

4711 - A W ORLD F AMOUS N UMBER In 1794, during the time of the French occupation, the commander General Daurier decreed that all buildings were to be given consecutive numbers in order to eliminate the unsystematic jumble of street names and to make it easier for him to billet his troops. Glockengasse was numbered by a French soldier, who - as the story goes - painted the numbers onto the front doors in passing without dismounting from his horse. And this is how the premises belonging to Wilhelm Muelhens received the number 4711, which later became the name of this Kölnisch Wasser. 4711 Echt Kölnisch Wasser – M ORE T HAN J UST A P ERFUME In 1810 Napoleon issued a decree that all secret formulas for internal use were to be made public. In order to avoid disclosing the secret formula, Wilhelm Muelhens positioned his Kölnisch Wasser as being solely for external use. The curative qualities of 4711 Echt Kölnisch Wasser weren ’ t promoted anymore and it was extremely successfully marketed as a perfume instead.

T HE F ORMULA – A WELL-KEPT S ECRET The exact composition of 4711 Echt Kölnisch Wasser still remains strictly confidential to this day. The deliberate accentuation of the light, invigorating head note gives 4711 Echt Kölnisch Wasser its characteristic and pleasant fragrance. Essential oils, renowned for the aromatherapeutic properties, are among the exclusive ingredients. 4711. Smells good. Does you good. Is good.

T HE U NIQUE E FFECT Bergamot , lemon and orange possess an unmistakeably revitalising power. Lavender and rosemary have a calming, relaxing effect and steady the nerves. Neroli, extracted from bitter orange blossom, is extremely soothing and guarantees a positive attitude.

T HE D ESIGN – W ITHOUT C OMPARISON Is there anybody who hasn ’ t ever seen it? Everybody is talking about the famous, uniquely designed Molanus bottle. Up until the beginning of the 19th century 4711 Echt Kölnisch Wasser had been decanted into what were known as Rosoli bottles. These bottles could only be stored on their sides and transportation options were therefore very limited. Then, in1820, the distiller Peter Heinrich Molanus invented the bottle named after himself. Its special, six-sided design made this bottle far easier to handle, store and transport and was also conducive to the attachment of more expansive labels that are still being used today. In 1822 the Muehlens company adopted this invention but added a curved collar piece, known as the “ crop", between the bottle's shoulder and cap. This enables the alcohol-rich liquid to expand when it warms up. 4711 Echt Kölnisch Wasser has been supplied in the "Molanus bottle" every since.

T HE D ESIGN – W ITHOUT C OMPARISON However, it is not just the bottle that is extremely eye-catching. The famous and much-loved ornamental label in Bremer blue and gold is equally stunning. It runs all the way around the bottle providing protection against the light and a larger than average artwork area that results in optimum shelf presence. The medals displayed on the label are just a small selection of the numerous awards acquired at exhibitions around the world. The design is rounded off by the significant golden cap and red seal.

T HE R ANGE

T HE R ANGE The UK Range of 4711 Echt Kölnisch Wasser consists of the following products: Product description Original Eau de Cologne Watchglass Bottle 25 ml Original Eau de Cologne 50 ml Original Eau de Cologne 100 ml Original Eau de Cologne 200 ml Original Eau de Cologne 400 ml Original Eau de Cologne 800 ml Original Eau de Cologne Natural Spray 90 ml Original Eau de Cologne After Shave 100 ml Original Eau de Cologne Shower Gel 200 ml Original Eau de Cologne Cream Soap 100 g Original Eau de Cologne Deo Aerosol Spray 150 ml Original Eau de Cologne Body Spray 100 ml Original Eau de Cologne Cool Stick 20 ml Original Eau de Cologne Refreshing Tissues 10er

T HE A DVERTISING M ATERIAL Wonderfully invigorating: 4711 - works true miracles! 4711 - a brand with a long history and a chequered past. Following the brand's take-over by MÄURER & WIRTZ one of the most well-known, highly traditional brands is back on TV screens and in the printed media. An attention-grabbing campaign gives the iconic 4711 Echt Kölnisch Wasser a younger image and emphasises the actuality of its historic roots at the same time: the impact of Aqua Mirabilis, a miracle water. Consumers still highly rate one thing in particular about 4711 Echt Kölnisch Wasser to this day: its effect! It is liberating. It is perceived as invigorating and soothing in equal measure - depending on the circumstances of the user at any given time. This plays a specific part in its myth. And further justifies the accolade: 4711. The miracle water. The highly traditional and globally renowned brand is continually promoted with an attention-grabbing campaign that emphasises the actuality and historical roots. The pack shot motif achieved through elaborate splash photography gives the global brand 4711 the presentation platform it truly deserves. An extensive, versatile campaign launch whereby the wonderfully invigorating and harmonising effect of 4711 becomes the total embodiment of the brand itself.

T HE A DVERTISING M ATERIAL - P RINT