In 1928 Smith & Nephew of the UK acquired the licence to market and produce the Elastoplast range of bandages.
Beiersdorf bought brand rights for the Commonwealth from Smith & Nephew in 1992. It has become a generic trademark for "sticking plaster" in some Commonwealth countries including the United Kingdom and Australia.[2]
In some countries in Europe Hansaplast, a brand name started by Beiersdorf in 1922, is used instead.[3] A third trademark, named Curitas, is used in parts of Latin America.
Nick Kochan wrote about Elastoplast in his book The World's Greatest Brands (1996); noting that "the early success of the brand was due to its high-stretch fabric material coupled with an effective adhesive"; and that it has as strong position in worldwide markets, particularly in the UK.[4]
In the 1970s Elastoplast marketed its Airstrip product as "the fresh air plaster". The plasters were sold in small flat tin.[5]
On 4 July 2005 Elastoplast launched a £1.1 million advertising campaign which introduced brand heroes called "the Plastermen", which had helped advertise the newly launched SilverHealing plasters.[6]
