Veet
Veet logo
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| Launch year | 1922 (Trademark) |
|---|---|
| Company | Reckitt Benckiser |
| Availability | Yes |
| Current supplier | Reckitt Benckiser |
Veet, formerly called Neet and Immac, is a current trademark of chemical depilatory internationally sold products manufactured by Reckitt Benckiser. Hair removal creams, mousses and gels, and waxes are produced under this brand. It has previously created similar products under the names Neet and Immac.
Veet's hair removal products contain thioglycolic acid and potassium hydroxide. These ingredients react to generate the depilatory chemical potassium thioglycolate, which according to the company, increases hair loss. The effect is to break the disulfide bonds of the keratin molecules in hair. This reduces the tensile strength of the keratin so greatly that the hair can be wiped away.
Previously called "Neet," the hair removal product was manufactured by Hannibal Pharmaceutical Company and registered as a US trademark in 1919 in Canada and in 1922 in the US. The trademark for Neet was then picked up by the American Home Products Corporation in 1958. Neet was then transferred to its current holder, Reckitt Benckiser (then called Reckitt & Colman (Overseas) Ltd.).
The Veet name was established in 1922 in the UK. The name was used in some European countries, but was not used universally. For example, while the product was sold as Veet in France, the product was sold in Canada and the United States as Neet until 2002, when the Veet name was first used commercially in those countries.
Veet was advertised in the 1920s (then known as Neet) as a product that was "faster than shaving," was called "the ready to use hair removing cream," and was initially sold for about fifty cents in the US.
More recent advertising campaigns have used university students as spokespersons for their products political commentary, such as the "No More Bush" ads after the 2008 United States Presidential Election.
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