Christine Esposito, Managing Editor04.01.24
Soap and personal cleansers are not just for cleansing anymore. Today’s formulas must deliver skin care benefits and moments of escapism and inspiration during the few fleeting minutes when busy consumers take respite for themselves.
In research conducted by Olay that encompassed a survey of 1,000 diverse women aged 18-35 living in the US, more than half admitted that showers are the only “me time” they get on any given day. But not every shower delivers. In fact, women said that of the six showers taken each week, just four would be considered “great showers.”
P&G’s flagship beauty and personal care brand found that 56% of women want to feel renewed, 60% want to feel calm and 43% want to feel more confident from their shower routines. Yet only 29% of women are currently experiencing those feelings during the process, according to Olay.
That’s a big ask from soap, but P&G contends its new Olay Indulgent Moisture Body Wash collection is up to the task. Debuting last month, Olay is calling the range its “biggest breakthrough in cleansing and skin care.”
Olay Indulgent Moisture Body Wash collection is formulated with a proprietary multi-layer formula that provides an indulgent lather while delivering rich moisturizers and vitamin B3. P&G says it visibly transforms skin from dull and dry to hydrated and glowing in just 14 days.
According to Kate DiCarlo, senior communications director, personal care portfolio, Procter & Gamble, Olay Indulgent Moisture Body Wash was designed with the idea that shower routines can be transformative–mentally, physically and emotionally.
“A shower should be more than just a place to get clean. For many women, it’s an escape from life’s stressors, a place to process various emotions, and a respite from the ups and downs of daily life,” said DiCarlo.
According to Maiysha Jones, principal scientist, North America Personal Care at Procter & Gamble, the new body wash has a dual-phased formula that allows for the “optimal performance of each ingredient, ensuring an unforgettable shower experience.”
The formula’s thick, buttery texture delivers a bubble bath-like lather. The collection includes five scents designed by Olay’s proprietary in-house perfumery team—Rose and Cherry Crème; Caribbean Guava and Coconut Oil; Elderberry and Almond Cream; Moonflower and Neroli Oil; and Mango Butter and Vanilla Orchid.
Method, too, found that consumers see a direct connection between showering and wellbeing.
According to its research, Gen Z and Millennials view the shower as a transformational experience, with 58% reporting a relaxing shower helps them feel like the best version of themselves. Two out of three said a shower helps to reset and cleanse their minds. Some 46% said they believe the fragrances they use in the shower can improve their mood.
The brand shared the data as it rolled out its new “Unleash Your Inner Shower” campaign to promote its growing array of products.
Among the fastest movers is Procter & Gamble’s Native. According to Circana, sales of Native liquid body wash rose more than 143% to $216 million with unit sales up 148.7% for the 52 weeks ended Jan. 28, 2024 (see chart).
In Q4 2023, Native rolled out a new limited-edition collection inspired by Girl Scout Cookies, including body wash in cookie-inspired scents like Caramel Coconut, Trefoils, Peanut Butter and Thin Mints.
Other fast-moving liquid body wash lines included Tree Hut (units were up 44.1%), Method (units up 35.1%), Raw Sugar (+24.7%) and Everyman Jack (+31.7%).
Now, a new brand wants a piece of the action.
Last month, The Honey Pot Company introduced a new body cleanser collection. The range includes Coconut Shea Body Cleanser, formulated with shea butter; Lavender Chamomile Cleanser and Citrus Ylang Ylang Cleanser. The latter two are formulated with marshmallow root, asparagus root and lactic acid, shown to be gentle and not strip the skin of moisture. The fast-growing brand said its cleansers offer immediate skin hydration through an “Herbal Hydration Serum” that is paired with key ingredients in a formula free of PEGs, dioxane, mineral oils and “conventional fillers.”
Dial improved and expanded its soap offerings; as a result, the Henkel-owned brand netted two spots on the 2024 Product of the Year USA Awards list.
Dial Hand Soap was named the best hand soap, thanks to improvements that include antibacterial liquid and foaming formulas with added aloe and 100% PCR plastic ergonomically-improved bottles. New Dial Exfoliate & Restore Cocoa Butter & Orange Extract Body Wash was named the best product in the personal hygiene category. The new body wash is formulated to reveal visibly smoother skin in one shower, according to Dial.
Bath & Body Works recently reformulated its entire body cleanser range, including its body washes and scrubs. The new formulas are made without sulfates and parabens. The update follows recent initiatives to support Bath & Body Works’ ESG commitments including the relaunch of its hand soaps packaged in bottles made with at least 50% recycled plastic, and the introduction of its first hand soap refills in a recyclable carton.
Mr. Bubble earlier this year unveiled a limited-edition Gummy Bear Bubble Bath in a 16.8oz bear-shaped bottle that is designed for reuse. The new bubble bath has aloe and vitamin E to keep young skin soft and hydrated in a paraben- and cruelty-free formula, according to The Village Company.
And for the youngest of bathers, Kenvue rolled out Aveeno Kids Bubble Bath, which contains oat extract to soothe sensitive skin. Available since January, the formula is tear-free, hypoallergenic and washes off thoroughly, according to the brand.
But bar brands appear to be finding renewed interested, including from Gen Z, Millennials and even Gen Alpha users who were more likely to see a bottle of body wash in the tub and liquid soap on the counter.
One of the fastest growing bar brands is Dr. Squatch, which calls its solid format soap “briccs.” The brand features unique scents, specialty ingredients and clever collaborations that tap the current zeitgeist.
Dr. Squatch built a following on social media that’s translated into rising revenues. According to Circana, sales of Dr. Squatch bar soap rose 123.3% and units rose 111.7%.
Dr. Squatch’s latest products can be found in its Game of Thrones collection. New soaps include Thousand Sword Scrub, a medium grit bar that features black volcanic sand with a bergamot, citrus and cedar scent; Drogon’s Blaze, which has a warm, spicy scent and pumice for heavy grit; and Viserion’s Freeze, which features an icy mint scent with notes of juniper and pine infused with menthol crystals for a cooling lather.
Other soaps from Dr. Squatch include Fuego Fresh, which has a bold, spicy scent (notes of jalapeño pepper, citrus and oak) and red pepper extract, cornmeal and sand incorporated into the bar. Dr. Squatch’s Harry Potter Collection features Bricc of the Brave, a red speckled, smoky scented soap formulated with exfoliating and conditioning ingredients like sword grass, griffonia and lion’s tooth.
Wild Willies is also offering solid format soaps targeting men. Its new Rugged Clean Body Bar is “for the man that works hard and is a straight shooter yet believes that getting clean is just as manly as getting dirty,” according to Steve Capitani, president of the indie grooming brand. The Rugged Clean Body Bar is said to have dual-action technology that washes away sweat and provides odor protection.
It is formulated with shea butter and coconut oil and comes in four scents—Coastal Drift, Sunrise Ridge, River Mist and Aspen Trail.
In addition to liquid facial cleanser and a body wash, Dwayne “The Rock” Johnson also incorporated a bar soap in his new brand Papatui, which launched in Target last month.
Bars are resonating with women, too.
Jukebox, for example, debuted in 2023. It offers high-performance, great smelling personal care products made with natural ingredients, including bar soap. The brand, which is said to be inspired by the 78% of women who sing in the shower, has the same parent company as Dr. Squatch. Hero products include natural cold process soaps with musically-inspired scents like Watermelon Disco and Lavender Fields Forever.
In January, Jukebox rolled out Sky Blue Malibu a natural body soap with seaweed extract. In February, the brand introduced Mango No. 5, which features mango butter.
Good Time—sister brand to sustainable toilet paper company Who Gives A Crap—also offers several bar cleansers such as an Exfoliating Body Bar that cleanses, exfoliates and hydrates in a gender-neutral fragrance that smells like eucalyptus, black currant and pine. Its Gentle Cleansing Face Bar is fragrance-free and formulated for sensitive skin with squalene and willow bark.
According to Hannah Kamran, general manager at Good Time, the Gentle Cleansing Face bar is one of the brand’s best-selling SKUs.
“Bar soaps and shampoo bars have definitely been rising in popularity and prevalence within the last few years. Some of it has to do with sustainability—less packaging and less shipping water around.
However, there’s also an economic argument to be made as solid bars typically last significantly longer than liquid counterparts,” said Kamran.
Each of Good Time’s condensed formula bars is “equivalent to about three bottles of the liquid stuff,” she asserted.
“We found that 76.6% of our customers are switching from liquid shampoo to our shampoo bar. This shows us they are willing to explore alternative formats, be it for sustainability or economical reasons—or both—as long as performance and quality live up to or exceed their expectations,” Kamran told Happi.
But as consumers make the switch from bottles to bars for more cleansing tasks, an issue arises: storage.
“As a bar brand, we knew we needed to offer a storage solution in order for customers to have the best experience with our products. Especially knowing the majority of our customers are switching from liquid to solid personal care and are looking to overhaul their shower setup,” said Kamran.
Good Time considered using an off-the-shelf product, but Kamran said the team wasn’t impressed with the options.
“Existing bar holders were either bulky, fragile, required shelf space or weren’t functional,” she said.
Good Time set out to build a better mousetrap, so to speak.
“We started by making a list of mandates—had to work in most people’s showers, needed to accommodate multiple bars and had to truly dry bars... From there, we explored various design concepts, tested like crazy, and fine-tuned materials and aesthetic, all while keeping our customers’ needs and opinions in mind,” Kamran said.
That process took almost two years from conception to last month’s launch of what Good Time says is the first-to-market, sustainable multi-bar magnetic bar holder that addresses the shortcomings of traditional soap dishes and shower caddies.
According to Good Times, conventional bar soap dishes tend to need a flat surface, which most showers don’t have or have in very limited amounts, others lack drainage and even eco materials like bamboo can breed bacteria.
With a wall-mounted design that requires no shelf space, Good Time’s holder offers 360° ventilation for maximum drying of the bar. What’s more, the holder that can grow with the users as they incorporate more bars into their daily regimen.
If search data showing growing interest in solid format hair shampoo and conditioners holds true, consumers will need to carve out more space in the shower stall for all those bars.
In research conducted by Olay that encompassed a survey of 1,000 diverse women aged 18-35 living in the US, more than half admitted that showers are the only “me time” they get on any given day. But not every shower delivers. In fact, women said that of the six showers taken each week, just four would be considered “great showers.”
P&G’s flagship beauty and personal care brand found that 56% of women want to feel renewed, 60% want to feel calm and 43% want to feel more confident from their shower routines. Yet only 29% of women are currently experiencing those feelings during the process, according to Olay.
That’s a big ask from soap, but P&G contends its new Olay Indulgent Moisture Body Wash collection is up to the task. Debuting last month, Olay is calling the range its “biggest breakthrough in cleansing and skin care.”
Olay Indulgent Moisture Body Wash collection is formulated with a proprietary multi-layer formula that provides an indulgent lather while delivering rich moisturizers and vitamin B3. P&G says it visibly transforms skin from dull and dry to hydrated and glowing in just 14 days.
According to Kate DiCarlo, senior communications director, personal care portfolio, Procter & Gamble, Olay Indulgent Moisture Body Wash was designed with the idea that shower routines can be transformative–mentally, physically and emotionally.
“A shower should be more than just a place to get clean. For many women, it’s an escape from life’s stressors, a place to process various emotions, and a respite from the ups and downs of daily life,” said DiCarlo.
According to Maiysha Jones, principal scientist, North America Personal Care at Procter & Gamble, the new body wash has a dual-phased formula that allows for the “optimal performance of each ingredient, ensuring an unforgettable shower experience.”
The formula’s thick, buttery texture delivers a bubble bath-like lather. The collection includes five scents designed by Olay’s proprietary in-house perfumery team—Rose and Cherry Crème; Caribbean Guava and Coconut Oil; Elderberry and Almond Cream; Moonflower and Neroli Oil; and Mango Butter and Vanilla Orchid.
Method, too, found that consumers see a direct connection between showering and wellbeing.
According to its research, Gen Z and Millennials view the shower as a transformational experience, with 58% reporting a relaxing shower helps them feel like the best version of themselves. Two out of three said a shower helps to reset and cleanse their minds. Some 46% said they believe the fragrances they use in the shower can improve their mood.
The brand shared the data as it rolled out its new “Unleash Your Inner Shower” campaign to promote its growing array of products.
What’s New in Body Washes
According to recent Circana data, sales of liquid body washes in US multi-outlets rose 11.7% although units were essentially flat (see chart). The $4 billion category continues to expand, with a number of new introductions and brands making gains.Among the fastest movers is Procter & Gamble’s Native. According to Circana, sales of Native liquid body wash rose more than 143% to $216 million with unit sales up 148.7% for the 52 weeks ended Jan. 28, 2024 (see chart).
In Q4 2023, Native rolled out a new limited-edition collection inspired by Girl Scout Cookies, including body wash in cookie-inspired scents like Caramel Coconut, Trefoils, Peanut Butter and Thin Mints.
Other fast-moving liquid body wash lines included Tree Hut (units were up 44.1%), Method (units up 35.1%), Raw Sugar (+24.7%) and Everyman Jack (+31.7%).
Now, a new brand wants a piece of the action.
Last month, The Honey Pot Company introduced a new body cleanser collection. The range includes Coconut Shea Body Cleanser, formulated with shea butter; Lavender Chamomile Cleanser and Citrus Ylang Ylang Cleanser. The latter two are formulated with marshmallow root, asparagus root and lactic acid, shown to be gentle and not strip the skin of moisture. The fast-growing brand said its cleansers offer immediate skin hydration through an “Herbal Hydration Serum” that is paired with key ingredients in a formula free of PEGs, dioxane, mineral oils and “conventional fillers.”
Dial improved and expanded its soap offerings; as a result, the Henkel-owned brand netted two spots on the 2024 Product of the Year USA Awards list.
Dial Hand Soap was named the best hand soap, thanks to improvements that include antibacterial liquid and foaming formulas with added aloe and 100% PCR plastic ergonomically-improved bottles. New Dial Exfoliate & Restore Cocoa Butter & Orange Extract Body Wash was named the best product in the personal hygiene category. The new body wash is formulated to reveal visibly smoother skin in one shower, according to Dial.
Bath & Body Works recently reformulated its entire body cleanser range, including its body washes and scrubs. The new formulas are made without sulfates and parabens. The update follows recent initiatives to support Bath & Body Works’ ESG commitments including the relaunch of its hand soaps packaged in bottles made with at least 50% recycled plastic, and the introduction of its first hand soap refills in a recyclable carton.
Mr. Bubble earlier this year unveiled a limited-edition Gummy Bear Bubble Bath in a 16.8oz bear-shaped bottle that is designed for reuse. The new bubble bath has aloe and vitamin E to keep young skin soft and hydrated in a paraben- and cruelty-free formula, according to The Village Company.
And for the youngest of bathers, Kenvue rolled out Aveeno Kids Bubble Bath, which contains oat extract to soothe sensitive skin. Available since January, the formula is tear-free, hypoallergenic and washes off thoroughly, according to the brand.
Raising The Bars
Back in the aughts, body washes began to overtake bar soaps in the US, for a variety of reasons. And for nearly a quarter century, the bars’ share of the soap market has been shrinking.But bar brands appear to be finding renewed interested, including from Gen Z, Millennials and even Gen Alpha users who were more likely to see a bottle of body wash in the tub and liquid soap on the counter.
One of the fastest growing bar brands is Dr. Squatch, which calls its solid format soap “briccs.” The brand features unique scents, specialty ingredients and clever collaborations that tap the current zeitgeist.
Dr. Squatch built a following on social media that’s translated into rising revenues. According to Circana, sales of Dr. Squatch bar soap rose 123.3% and units rose 111.7%.
Dr. Squatch’s latest products can be found in its Game of Thrones collection. New soaps include Thousand Sword Scrub, a medium grit bar that features black volcanic sand with a bergamot, citrus and cedar scent; Drogon’s Blaze, which has a warm, spicy scent and pumice for heavy grit; and Viserion’s Freeze, which features an icy mint scent with notes of juniper and pine infused with menthol crystals for a cooling lather.
Other soaps from Dr. Squatch include Fuego Fresh, which has a bold, spicy scent (notes of jalapeño pepper, citrus and oak) and red pepper extract, cornmeal and sand incorporated into the bar. Dr. Squatch’s Harry Potter Collection features Bricc of the Brave, a red speckled, smoky scented soap formulated with exfoliating and conditioning ingredients like sword grass, griffonia and lion’s tooth.
Wild Willies is also offering solid format soaps targeting men. Its new Rugged Clean Body Bar is “for the man that works hard and is a straight shooter yet believes that getting clean is just as manly as getting dirty,” according to Steve Capitani, president of the indie grooming brand. The Rugged Clean Body Bar is said to have dual-action technology that washes away sweat and provides odor protection.
It is formulated with shea butter and coconut oil and comes in four scents—Coastal Drift, Sunrise Ridge, River Mist and Aspen Trail.
In addition to liquid facial cleanser and a body wash, Dwayne “The Rock” Johnson also incorporated a bar soap in his new brand Papatui, which launched in Target last month.
Bars are resonating with women, too.
Jukebox, for example, debuted in 2023. It offers high-performance, great smelling personal care products made with natural ingredients, including bar soap. The brand, which is said to be inspired by the 78% of women who sing in the shower, has the same parent company as Dr. Squatch. Hero products include natural cold process soaps with musically-inspired scents like Watermelon Disco and Lavender Fields Forever.
In January, Jukebox rolled out Sky Blue Malibu a natural body soap with seaweed extract. In February, the brand introduced Mango No. 5, which features mango butter.
Good Time—sister brand to sustainable toilet paper company Who Gives A Crap—also offers several bar cleansers such as an Exfoliating Body Bar that cleanses, exfoliates and hydrates in a gender-neutral fragrance that smells like eucalyptus, black currant and pine. Its Gentle Cleansing Face Bar is fragrance-free and formulated for sensitive skin with squalene and willow bark.
According to Hannah Kamran, general manager at Good Time, the Gentle Cleansing Face bar is one of the brand’s best-selling SKUs.
“Bar soaps and shampoo bars have definitely been rising in popularity and prevalence within the last few years. Some of it has to do with sustainability—less packaging and less shipping water around.
However, there’s also an economic argument to be made as solid bars typically last significantly longer than liquid counterparts,” said Kamran.
Each of Good Time’s condensed formula bars is “equivalent to about three bottles of the liquid stuff,” she asserted.
“We found that 76.6% of our customers are switching from liquid shampoo to our shampoo bar. This shows us they are willing to explore alternative formats, be it for sustainability or economical reasons—or both—as long as performance and quality live up to or exceed their expectations,” Kamran told Happi.
But as consumers make the switch from bottles to bars for more cleansing tasks, an issue arises: storage.
“As a bar brand, we knew we needed to offer a storage solution in order for customers to have the best experience with our products. Especially knowing the majority of our customers are switching from liquid to solid personal care and are looking to overhaul their shower setup,” said Kamran.
Good Time considered using an off-the-shelf product, but Kamran said the team wasn’t impressed with the options.
“Existing bar holders were either bulky, fragile, required shelf space or weren’t functional,” she said.
Good Time set out to build a better mousetrap, so to speak.
“We started by making a list of mandates—had to work in most people’s showers, needed to accommodate multiple bars and had to truly dry bars... From there, we explored various design concepts, tested like crazy, and fine-tuned materials and aesthetic, all while keeping our customers’ needs and opinions in mind,” Kamran said.
That process took almost two years from conception to last month’s launch of what Good Time says is the first-to-market, sustainable multi-bar magnetic bar holder that addresses the shortcomings of traditional soap dishes and shower caddies.
According to Good Times, conventional bar soap dishes tend to need a flat surface, which most showers don’t have or have in very limited amounts, others lack drainage and even eco materials like bamboo can breed bacteria.
With a wall-mounted design that requires no shelf space, Good Time’s holder offers 360° ventilation for maximum drying of the bar. What’s more, the holder that can grow with the users as they incorporate more bars into their daily regimen.
If search data showing growing interest in solid format hair shampoo and conditioners holds true, consumers will need to carve out more space in the shower stall for all those bars.