Procter & Gamble

Procter & Gamble came from the United States and brought to Brazil its perspective on everyday life. The first trademark registration at INPI was filed in 1929, a sign of a relationship that would begin before the company's manufacturing operations in the country. When the company started operating here, products like Ace (whose registration dates from 1949) and Vick (1961) were already paving the way to be in families' laundry rooms and pharmacies.

At the coffee table, in the bath, and in home care, the brands were gaining space. Ivory appeared with a registration in 1981, followed by Pampers (1986), Always (1990), and Herbal Essences (1994). The year 2000 saw the highest number of registration applications, reflecting launches such as Swiffer (1999) and the P&G brand itself (1999), which began cleaning floors and identifying the portfolio on shelves.

The relationship with Brazilians was renewed with Naturella in 2003, present in intimate care, and with WE100 in 2016. From diapers to the supermarket, from the pharmacy to the shower, P&G brands accompany daily life with affection and usefulness, without making a fuss.