4711. Works true miracles.

1792 According to legend, a Carthusian monk gives Wilhelm Muelhens, a merchant from Cologne, the formula for the manufacture of an aqua mirabilis for internal and external use as a wedding present.

1794 All streets and houses are numbered prior to the invasion by the French - the Muelhens premises in Glockengasse receives the number 4711, which later becomes a legendary number.

1810 Napoleon orders the disclosure of all formulas designed for internal use.Muelhens decides to market 4711 Echt Kölnisch Wasser as a perfume thus preventing surrender of the formula.

1820 Peter Heinrich Molanus invents the bottle bearing his own name that makes storing, usage and attaching labels far easier. Muelhens adopts this new invention but adds a crop between the bottle's shoulder and cap which enables the alcohol-rich liquid to expand when it warms up. 4711 Echt Kölnisch Wasser has been supplied in this bottle ever since.

1875 Ferdinand Muelhens registers 4711 as a brand.

1943 The original company building in Glockengasse along with the plant facilities in Köln-Ehrenfeld are destroyed during the Second World War.

1964 Inauguration of the reconstructed company headquarters at no. 4711 Glockengasse

1994 Ferdinand Muelhens and Dieter Streve-Muelhens sell 4711 Echt Kölnisch Wasser to Wella AG.

2003 Wella along with the Muelhens brands is taken over by Procter & Gamble.

2007 The Monopolies Commission agrees to the acquisition of the Muelhens brands 4711 Echt Kölnisch Wasser, Sir Irisch Moos, Tosca and Extase by the Rhenish family business MÄURER & WIRTZ. The brands are transferred to MÄURER & WIRTZ on 31 January 2007.

THE HISTORY OF 4711 Echt Kölnisch Wasser

4711 Echt Kölnisch Wasser is one of the oldest Cologne brands with aname that is recognised throughout the world. It has kept its promise forover 200 years: the use of the unique composition has a positive effecton the mind, body and soul. The secret formula of 4711 Echt KölnischWasser is still appreciated across the globe to this day and makes theaqua mirabilis an absolute classic without comparison.

1792 – BIRTH OF A CLASSIC.

According to legend, a Carthusian monk gave the young merchantWilhelm Muelhens a unique wedding present on 8 October 1792: thesecret formula for an aqua mirabilis, a miracle water for internal andexternal use.

Wilhelm Muelhens believed in the success of this extraordinary formulaand opened a small manufactory in Cologne's Glockengasse shortlyafterwards.

The revitalising and stabilising effect of his "Kölnisch Wasser" wasinstantly captivating and enjoyed phenomenal popularity.

Even celebrities, such as Johann Wolfgang von Goethe and RichardWagner, became ardent users.

4711 Echt Kölnisch WasserTIMELESS. CLASSIC. UNMISTAKABLE.

4711 - A WORLD FAMOUS NUMBER

In 1794, during the time of the French occupation, the commander GeneralDaurier decreed that all buildings were to be given consecutive numbers inorder to eliminate the unsystematic jumble of street names and to make iteasier for him to billet his troops.

Glockengasse was numbered by a French soldier, who - as the story goes -painted the numbers onto the front doors in passing without dismounting fromhis horse.

And this is how the premises belonging to Wilhelm Muelhens received thenumber 4711, which later became the name of this Kölnisch Wasser.

4711 Echt Kölnisch Wasser – MORE THAN JUST A PERFUME

In 1810 Napoleon issued a decree that all secret formulas for internal usewere to be made public.

In order to avoid disclosing the secret formula, Wilhelm Muelhens positionedhis Kölnisch Wasser as being solely for external use.The curative qualities of 4711 Echt Kölnisch Wasser weren’t promotedanymore and it was extremely successfully marketed as a perfume instead.

THE FORMULA –A WELL-KEPT SECRET

The exact composition of 4711 Echt Kölnisch Wasser still remainsstrictly confidential to this day.

The deliberate accentuation of the light, invigorating head note gives4711 Echt Kölnisch Wasser its characteristic and pleasant fragrance.

Essential oils, renowned for the aromatherapeutic properties, areamong the exclusive ingredients.

4711. Smells good. Does you good. Is good.

Lavender and rosemary have a calming, relaxing effect and steady the nerves.

Neroli, extracted from bitter orange blossom, is extremely soothing and guarantees a positive attitude.

THE UNIQUE EFFECT

Bergamot, lemon and orange possess an unmistakeably revitalising power.

THE DESIGN – WITHOUT COMPARISON

Is there anybody who hasn’t ever seen it? Everybody is talkingabout the famous, uniquely designed Molanus bottle.

Up until the beginning of the 19th century 4711 Echt KölnischWasser had been decanted into what were known as Rosolibottles. These bottles could only be stored on their sides andtransportation options were therefore very limited.

Then, in1820, the distiller Peter Heinrich Molanus invented thebottle named after himself. Its special, six-sided design made thisbottle far easier to handle, store and transport and was alsoconducive to the attachment of more expansive labels that are stillbeing used today.

In 1822 the Muehlens company adopted this invention but added acurved collar piece, known as the “crop", between the bottle'sshoulder and cap. This enables the alcohol-rich liquid to expandwhen it warms up.

4711 Echt Kölnisch Wasser has been supplied in the "Molanusbottle" every since.

However, it is not just the bottle that is extremely eye-catching. Thefamous and much-loved ornamental label in Bremer blue and goldis equally stunning. It runs all the way around the bottle providingprotection against the light and a larger than average artwork areathat results in optimum shelf presence. The medals displayed onthe label are just a small selection of the numerous awardsacquired at exhibitions around the world.

The design is rounded off by the significant golden cap and redseal.

THE DESIGN – WITHOUT COMPARISON

THE RANGE

The UK Range of 4711 Echt Kölnisch Wasser consists of the following products:

Product descriptionOriginal Eau de Cologne Watchglass Bottle 25 mlOriginal Eau de Cologne 50 mlOriginal Eau de Cologne 100 mlOriginal Eau de Cologne 200 mlOriginal Eau de Cologne 400 mlOriginal Eau de Cologne 800 mlOriginal Eau de Cologne Natural Spray 90 mlOriginal Eau de Cologne After Shave 100 mlOriginal Eau de Cologne Shower Gel 200 mlOriginal Eau de Cologne Cream Soap 100 gOriginal Eau de Cologne Deo Aerosol Spray 150 mlOriginal Eau de Cologne Body Spray 100 mlOriginal Eau de Cologne Cool Stick 20 mlOriginal Eau de Cologne Refreshing Tissues 10er

THE RANGE

Wonderfully invigorating: 4711 - works true miracles!

4711 - a brand with a long history and a chequered past. Following the brand's take-over by MÄURER & WIRTZone of the most well-known, highly traditional brands is back on TV screens and in the printed media.

An attention-grabbing campaign gives the iconic 4711 Echt Kölnisch Wasser a younger image and emphasisesthe actuality of its historic roots at the same time: the impact of Aqua Mirabilis, a miracle water.

Consumers still highly rate one thing in particular about 4711 Echt Kölnisch Wasser to this day: its effect! It isliberating. It is perceived as invigorating and soothing in equal measure - depending on the circumstances of theuser at any given time. This plays a specific part in its myth. And further justifies the accolade: 4711. Themiracle water.

The highly traditional and globally renowned brand is continually promoted with an attention-grabbing campaignthat emphasises the actuality and historical roots. The pack shot motif achieved through elaborate splashphotography gives the global brand 4711 the presentation platform it truly deserves.

An extensive, versatile campaign launch whereby the wonderfully invigorating and harmonising effect of 4711becomes the total embodiment of the brand itself.

THE ADVERTISING MATERIAL

THE ADVERTISING MATERIAL - PRINT