Creme 21 was first available in selected test markets in southern Germany. With an estimated market share of 20 % in the first year, Creme 21 had shown a stunning performance for a newcomer!

What else happened during that time?

The landing on the moon that took place just a year earlier in 1969 had proven that dreams can come true. Mankind had proven once again that it had yet to find its limit.
Speaking of the power of mankind – the power of love seemed unbreakable as the Woodstock Festival brought on a huge movement of love and peace. It also released a huge wave of hippie lifestyle followers! Social views started to shift to a more liberal way of thinking, as the European media showed more and more promiscuous and - for those days - revolutionary photos!

Creme 21 introduced the slogan “Creme 21 - hält die Haut jung”, which basically means “Creme 21 – keeps your skin young” nationwide. It was the first advertising campaign based on showing bare skin in Germany!

What else happened during that time?

The early 70’s were full of important social and cultural events as well as technological progress. Creme 21 was not the only product with sky-high success: Star Trek had its debut in 1970 and beamed itself into TV-viewers’ hearts!

1971 – Creme 21 becomes cult

Creme 21’s offensive marketing strategy showed results: More and more customers followed the call and changed to Creme 21.

What else happened at the time?

In 1971 the fashion world was completely taken aback by the death of the French fashion designer Gabrielle “Coco” Chanel. In Germany long hair was the latest thing, so that the German Federal Defense Ministry had to come up with a decree regulating that young soldiers had to wear hair nets under their helmets or else cut their hair short! You guess what most of them did!

With over 15 million cars produced in 1972, the VW Beetle outran Ford’s Model T and became the most successful car in the entire history of the automotive industry. That year was also the first year a woman – Annemarie Renger – was elected president of the German “Bundestag”.

Creme 21 extended its product range and launched its new “foam cream”. This type of aerosol foam was completely new to the market and proved Creme 21’s innovative power and modernity once again.

What else happened at the time?

1973 was the first year sales of lady’s pants topped skirt sales. Way to go, girls! Also the famous kids' TV program “Sesame Street” made it over the ocean and into German homes, where it entertained young and old viewers and changed the way kids would watch TV.

Creme 21 was advanced with a new moisturizing agent that not only hydrated the skin but also helped it store moisture better. This was also the year, Creme 21 successfully placed its legendary and unforgettable “cream-dab campaign”. This advertising campaign won several renowned advertising prizes, e.g. first prize as the best print and TV campaign in Germany, and it even won a prize in an international competition in the U.S. as "Best Non-U.S. Campaign”! Both prizes were awarded by the “Art Directors Club".

The anticipated effects of Creme 21 advertising were stunning. Within two months market shares rose from 8.7 to 18 %!

What else happened around the world?

ABBA started their fabulous and exceptional musical career in 1974. With their song “Waterloo”, the band won the European singing competition “Grand Prix d’Eurovision”.
Germany won the world championship of soccer, which was hosted by Germany, with a 2:1 victory over the Netherlands!

1975 was declared “Women's Year” and was an important move for women’s rights and emancipation. Later that year, the German legal age was lowered from 21 to 18.

The German entertainment industry came up with one of the most famous animated TV serial for children “Biene Maja”.

Creme 21 extends the product range once again: in 1977, Creme 21 introduces its first bar soap in the typical brand colors – orange and white. The new slogan “Creme 21. Nimmt die Haut in Schutz” means „Creme 21. Protects your skin“.

What else happened around the world?
1977, the disco era set in as the music film “Saturday Night Fever” was shown in cinemas worldwide. However, not only the music industry, but millions of fans were shaken by the sudden death of Elvis Presley, who died that year at the age of 42 of a heart failure.

The success story continues: Creme 21 introduces a new product called “Hautregulant” – a product especially formulated to help control and regulate the moisturizing system of the skin.

What else happened around the world?

Medical scientists achieved a very controversial “quantum leap” for mankind: The first test-tube-baby was born that year in the United Kingdom.

In 1983 – for the time being – Creme 21 started its last relaunch with completely redesigned product packaging. Nevertheless, for strategic reasons, Henkel chose to thin out its brand portfolio in Germany. So, in 1986, Creme 21 vanished from the German market. Since then Creme 21 has only been sold in selected foreign countries.