Inside Cosmetics, January 1998
An important innovation is liquid soap. Once again, consumers have been slow to accept the concept, but about 54% of households now use a liquid soap, with 72% of those using it in the kitchen and a growing 43% in the bathroom. The first liquid brands were positioned as mass-market products and were not compatible with the more luxurious ranges on offer for the bathroom. This has changed, now that more companies have moved into the sector. For example, Elida Faberg´e has brought out a liquid soap with Lux branding, claimed to contain gentle cleansers, perfume and moisturisers.
Within the liquid soap market - worth £28 million in the UK in 1996 - anti-bacterial products are showing the fastest growth. They represent some £ 14m-worth of sales. Cussons has positioned its liquid soap Carex as 'antibacterial but moisturising'. Colgate, too, is capitalising on the interest in germ-fighting. Building on the success of Palmolive Softwash liquid wash, the company has brought out an antibacterial variant. Palmolive predicts its newcomer will push the brand up to number three in the liquid-soap market within a year.