219:, the inclusion of dolls with the product, such as a series representing different countries, and the publishing of a book "Lestoil Animal Stories" which prominently featured its product, as well as a washable cover. The amount of time and money he put into local marketing however proved time-consuming and it would not be until the 1950s, when Barowsky saturated the market with TV commercials, that he succeeded in making Lestoil a household name. The product was now used in 80% of the homes in which it was made available. For some duration in the late 1950s, the Adell Chemical Company would also promote a powdered
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274:. Essentially "Lestoil syndrome" describes the phenomena of innovators being copied by competitors with greater capital resources, who can employ the initial creator's strategy, but use their capital to obtain a greater market recognition. The Lestoil detergent product was among the earliest heavy-industry cleaning detergents marketed directly to consumers; however, its initial success in obtaining a large market share was quickly overshadowed when larger competitors in the household product space took notice. These competitors began introducing similarly marketed products like
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207:. In 1927 he saw the need for a single product that removed both water-soluble and non-water-soluble soils from laundry. Barowsky started the Adell Chemical Company to solve the problem, and with the assistance of chemist John Tulenko, they introduced LAVOL to the world in 1933 (renamed to LesToil in 1936).
112:
for a heavy-duty multipurpose cleanser product, used to remove extremely difficult laundry stains, dissolve water-based and oil-based paints, and clean grease, oil, paint, and adhesives from floors and surfaces. It was introduced as a dry cleaning fluid for laundry in 1933. As a company, Lestoil,
210:
Initially, LesToil was used by commercial laundries, but it was also used to remove ink, wax, oil, grease and adhesives by paper mills during production. After 11 years of pressure to enter the retail market, Barowsky started using industrial profits to fund marketing efforts. Much of his early
290:, and before eventually being bought by a subsidiary of Procter & Gamble, their marketing campaigns diluted Lestoil's market share. Heller characterized this by saying they had "reacted with multi-million dollar force, swamping Lestoil in a sea of green bubbles".
215:, which sold the product and allowed him to perform demonstrations. Among other marketing promotions that Barowsky would use, included promotional bottles featuring the likenesses of historical figures like
238:
Barowsky sold the company in 1960 for $ 12 million to
Standard International Corp. They sold it to the Noxell Company in 1969, which became a subsidiary of Procter & Gamble Company in 1989.
270:, the name Lestoil became synonymous by the early 1960s with a phenomenon of corporate copycat practices, known as the "Lestoil syndrome", coined by journalist and management consultant
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248:
As of 2014, regional marketing has left brand recognition of
Lestoil to primarily a mid west/east coast American and Puerto Rican audience. As such, large distributors like
410:
227:, and from 1964 until 1971 owned the product in full. After its merger with the Bon Ami Company in 1964, Adell began producing their product line out of the former
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lines. Noxell claimed that 99% of their business had become cosmetics and fragrances and that cleaners had no strategic fit in their company.
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On June 21, 1996, Noxell sold the
Lestoil cleaner brand to Clorox Company, so that Noxell could focus on its Max Factor and
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537:. Illustrated by Virginia Flint Kuniholm. Hartford, Ct.: Adell Chemical Company; Connecticut Printers, Inc. 1958.
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718:. Vol. 268. New York: Decker Communications. July 24, 1959. pp. 11–12.
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714:"Can Lestoil Repel Muscular Ad Threats by Big Three's All-Purpose Detergents".
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Harvard graduate Jacob L. Barowsky worked at the
General Cleaners and Dyers in
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product, dubbed "Lestare". In 1963 the company acquired a 60% share of
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664:"P&G Sells Lestoil, Seeks Buyer For Some Mass Fragrance Labels"
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639:"Noxell sells Lestoil to Clorox Co. Proctor & Gamble Co.'s..."
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for
Lestoil lists: Tall oil fatty acids, sodium salts 5 - 10%,
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618:"Procter & Gamble, Noxell Announce $ 1.3 Billion Merger"
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583:"Holyoke's Skinner Mills Sold to Bon Ami for $ 75,000".
506:"JOHN TULENKO, 83, A retired high school teacher who..."
791:. Cambridge: Cambridge University Press. p. 162.
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also known as the Adell
Chemical Company, also made
376:"Lestoil and Bon Ami Reach Accord With Merger Foes"
772:. New York: Holt, Rinehart, and Winston. pp.
765:
587:. Springfield, Mass. January 16, 1964. p. 21.
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252:only stock it in regions where it was advertised.
182:The headquarters of the Adell Chemical Company in
211:success was also attributed to an agreement with
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197:; a bottling machine filling bottles of Lestoil
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231:mill, before eventually selling the brand to
339:"Lestoil Buys Control of Bon Ami for Cash".
307:"P&G SELLS LESTOIL TO CLOROX.(BUSINESS)"
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857:
747:. Oxford: Pergamon Press Ltd. p. 77.
739:"Organizational and Psychological Factors"
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599:"lestoil"+Noxell "[Company Sales]"
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690:"Lestoil Concentrated Heavy Duty Cleaner"
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569:. Boston. January 15, 1960. p. 31.
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616:Caprino, Mariann (September 22, 1989).
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744:The Sociology of Organizational Change
420:. thecloroxcompany.com. Archived from
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603:Soap, Cosmetics, Chemical Specialties
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313:. The Cincinnati Post. Archived from
153:Jacob L. Barowsky, creator of Lestoil
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571:Lestoil 'Dolls of All Nations Offer'
411:"LESTOIL GREASE & STAIN REMOVER"
819:. Holyoke, Mass.: Marcus Printing.
409:The Clorox Company (October 2012).
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511:. February 4, 1988. Archived from
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605:. Mac Nair-Dorland Company. 1969.
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788:Economics and Corporate Strategy
461:. Pioneer Valley History Network
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46:Heavy-duty multipurpose cleanser
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783:"8.2 The process of innovation"
768:Product Strategy and Management
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16:Registered trade name of Clorox
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108:is a registered trade name of
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781:Sutton, Clive Julian (1980).
760:Berg, Thomas L., ed. (1963).
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1033:Products introduced in 1933
455:"Lestoil — Made in Holyoke"
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480:Barowsky, Adeline (1985).
418:Material Safety Data Sheet
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213:Steiger's Department Store
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887:Products and subsidiaries
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345:. 1963-08-27. p. 6.
117:, from 1964 until 1971.
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89:, Adell Chemical Company
817:The Two of Us: Memories
483:The two of us: Memories
342:The Wall Street Journal
1028:Holyoke, Massachusetts
547:: CS1 maint: others (
535:Lestoil Animal Stories
205:Holyoke, Massachusetts
188:Holyoke, Massachusetts
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846:at Wikimedia Commons
737:Johns, E. A. (1973).
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914:Kingsford (charcoal)
284:Procter & Gamble
83:Procter & Gamble
815:Barowsky, Adeline.
668:Wall Street Journal
567:Boston Daily Record
486:. Marcus Printing.
21:
880:The Clorox Company
762:"Lestoil Syndrome"
515:on January 4, 2015
459:Made in the Valley
381:The New York Times
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98:clorox.com/lestoil
55:The Clorox Company
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1018:Cleaning products
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842:Media related to
642:The Baltimore Sun
585:Springfield Union
317:on March 29, 2015
276:Colgate-Palmolive
268:product marketing
262:Free-rider effect
217:George Washington
127:safety data sheet
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139:Sodium hydroxide
131:Stoddard solvent
125:As of 2015, the
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311:highbeam.com
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43:Product type
904:Formula 409
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195: 1955
1012:Categories
962:Facilities
753:1058249622
724:1032947607
492:B00073B0BI
435:2015-01-03
395:2020-09-04
321:January 4,
294:References
278:'s liquid
260:See also:
184:Springdale
71:Introduced
797:785786037
699:4 January
674:4 January
648:4 January
543:cite book
519:4 January
465:4 January
390:0362-4331
359:132807938
351:0099-9660
288:Mr. Clean
243:CoverGirl
235:in 1971.
987:Category
934:Pine-Sol
825:49947175
355:ProQuest
141:< 1%
137:1 - 5%,
135:Pine oil
133:3 - 7%,
997:Commons
924:Lestoil
844:Lestoil
694:Walmart
250:Walmart
225:Bon Ami
145:History
121:Formula
115:Bon Ami
106:Lestoil
94:Website
61:Country
20:Lestoil
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282:, and
221:bleach
110:Clorox
87:Noxell
894:Brita
776:-202.
414:(PDF)
51:Owner
821:OCLC
793:OCLC
749:OCLC
720:OCLC
701:2015
676:2015
650:2015
565:"".
549:link
521:2015
488:ASIN
467:2015
386:ISSN
347:ISSN
323:2015
280:Ajax
74:1933
774:201
427:PDF
286:'s
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Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.
