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Raising the Bar

Posted: September 4, 2007

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While utilizing these organic raw materials, manufacturers are also making changes to the oils used within the soap base. “Where natural vegetable oils were used in the past, now organic palm and soy oils are being used more frequently,” said Heather Helpern, product development coordinator, Kiss My Face Corporation. For example, Twincraft currently offers a 100% preservative- and EDTA-free soap base, as well as a certified organic soap base.

“Our focus is innovation and staying ahead of the trends—setting the trends really,” said Barbara Devine, director of marketing, Twincraft Soap. “We work with our customers to determine what’s going to sell for them and what’s going to appeal to their customer base.” 

Bar soaps suit consumers who strive for an overall natural lifestyle. “They like the straightforward simplicity and old-fashioned sensibility of a bar, and there is less packaging that needs to be disposed of compared to a liquid cleanser,” said Jonas.
Bar soap attracts consumers with environmental concerns as well. “From an environmental stance, bar soap is far superior. The ingredients are more natural and friendly to humans and the environment,” said Devine. “There is less waste and it’s often a paper package that is biodegradable versus a plastic container sitting in a landfill.”

Within the industry, bar soaps have the capacity to carve an even more unique niche in the market through exotic ingredient offerings and fragrance-free options. “Bar soaps are becoming more specialized, creating a niche market. Adding exotic specialty ingredients takes soaps out of the ordinary and makes them unique,” said Helpern.

Capitalize on the Experience

With that in mind, bar soaps need to build on natural-occurring selling points, such as the inherent multisensory experience, to jump-start the category.