Henkel Discontinues Iconic Fa Soap After 70 Years
Henkel, a German consumer goods company, has discontinued the production of its iconic Fa soap after over seven decades. The move has left many nostalgic for the product that once symbolised Western consumer culture in the former GDR.
Fa soap was first introduced in 1954 by Henkel's subsidiary Dreiring KG as 'Fine soap in new style'. The name 'Fa' stood for 'fabulous' soap and it stood out with its unusual yellow-green color. In the late 1960s, Henkel caused a stir with TV spots featuring naked women, further popularising the brand.
In the former GDR, Fa soap became a coveted symbol of Western consumer culture. It was often sent in 'West packages' due to its scarcity. However, Henkel has now ceased its production, with the last remaining stocks sold at the beginning of this year. The soap is no longer available in stores like Rossmann and dm, both in Germany and abroad.
Henkel's decision to discontinue Fa soap comes as part of its strategy to focus on growth and margin-strong products. While no specific person has been publicly named as responsible for this decision, it is likely that it was made by a team or department responsible for product management and strategic direction. Despite its discontinuation, Fa soap remains a significant part of German consumer history.
