AFTER YEARS OF DECLINING SALES, HUMBLE SOAP BARS MAKE A COMEBACK!
“What soap is to the body, laughter is to the soul” – Yiddish Proverb
Four years ago, bar soaps were gathering dust on shelves while consumers snatched up trendy liquid soaps with artificial scents, plastic packaging and convenient pumps. Some health experts offered ill-advised opinions that bar soaps harbored germs, an unwarranted scare that caused sales to slip 2.2 percent in 2015. For a while, it seemed bar soaps would fade into oblivion along with the dishes used to hold them. It was a sad state of affairs, considering the illustrious history of bar soap can be traced back to 2200 B.C. when a formula consisting of water, alkali, and cassia oil was found written on a Babylonian clay tablet.
Fortunately, consumers wised up, especially after learning how much liquid soap was trashing the environment. According to data compiled by Kantar Worldpanel, sales of liquid body wash in 2015 topped $2.5 billion while
an estimated 270,000,000 plastic bottles and pumps ended up in landfills. Compared to paper wrappers and cardboard boxes, bars were the clear winners in the carbon footprint race. Suddenly, after decades of declining sales, bar soaps reclaimed their former spots in bathrooms across the country as consumers lathered up again.
“For the first time this century, barred soap is making a return,” said Tim Nancholas, Kantar Worldpanel’s strategic insight director, referring to sales that have jumped 3 percent during the past year when bar soaps outpaced liquid soaps and other shower products. And with the demand for bar soaps on the rise, consumers are interested in natural, premium bar soaps and body bars that are gentle on skin as well as the environment.
“Our body bars are very popular with customers this year,” said Andrea Gity, Director of Marketing at Thayers® in Fairfield County, Connecticut. “They are the only body bars made of non-distilled extract from the Witch Hazel Shrub while maintaining the highest levels of therapeutic tannins.”
Thayers Witch Hazel with Aloe Vera Body Bars are available in Citrus, Peppermint and Rose Petal and are natural treatments that cleanse, tone, and soothe the skin. Free of artificial preservatives and synthetic ingredients, the bars moisturize, protect and are suitable for any skin type.
“Customers tell us they love the luxurious lather and the way our body bars nourish their skin,” added Gity. “And everyone raves about the Peppermint, Citrus and Rose Petal scents. It’s like having an aromatherapy experience every time you bathe or shower!”