 In the 1930s, Oxydol was the sponsor of the "Ma Perkins" radio show, considered the first soap opera, as Oxydol sponsorship put the soap in "soap opera".In the mid-1950s the soap was suffering declining sales, due in large part to P&G's introduction of its popular detergent Tide.As a result, the soap formula was discontinued and Oxydol was transformed to a detergent product, with color safe bleach.