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Raising the Bar

Posted: September 4, 2007

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“Innovative bar soaps are a great opportunity to generate incremental revenue at significant margin. Plus, our customers typically see a lift in the entire line when a bar soap is added,” said Devine. “[Brands] can grow their market share, create line extension opportunities, enhance the sale of other skin care products and, perhaps most importantly, provide a unique and compelling story—bar soap increases a consumer’s connection with your brand.”

Bar soaps, while not currently forecasted to grow, could be revived as a category with strategic brand moves. By focusing on what bar soaps bring to a line versus what they lack, brands can capitalize to achieve overall growth.

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