[1] In 1977 Procter & Gamble launched the Coast formula under the Zest brand name in France, followed by Italy and the UK in 1982.
In 2000, the Coast brand was sold by Procter & Gamble to The Dial Corporation, an Arizona-based company that became a subsidiary of Henkel in 2004.
[2] In 2012, the Coast brand was sold by Henkel to Brynwood Partners VI LP, a Stamford, Connecticut-based firm, through its subsidiary, High Ridge Brands Company (HRB), which owns a variety of personal care products, including Zest, Alberto VO5, and Rave.
[5] In 2006, the company won a "Top 100 Rebrand award" for a packaging redesign that was credited with doubling sales of the body wash product and maintaining a market presence that had been declining for the bar soaps.
[5] To recognize the 35th anniversary of Coast soap, it was marketed in limited-edition "throwback" packaging from the late 1970s, and an online gallery featured several decades of advertisements for the product.