The foundation for Persil was laid in 1907, when the chemists at Henkel succeeded in developing an “automatic detergent”. It promised to remove the dirt from the laundry for the first time without the annoying scrubbing. With the lady in white in 1922 an advertising icon was created. The motif comes from the studio of the Berlin artist Kurt Heiligenstaedt. This remained for decades as the central advertising figure of Persil and is today still a synonym for decorative advertising posters.

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