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  • Is once-reviled bar soap having a comeback?
  • Is once-reviled bar soap having a comeback?
    @LushLtd | Twitter (2018) ©
REPORT

Are Britons falling back in love with solid soap?

As Britons increasingly look to limit their consumption of single-use plastic, they’re turning to plastic-free ways to stock their bathroom shelves, which means the once-maligned bar soap is making an unlikely comeback. With eco values on the brain, what does today’s solid soap shopper want?

Location United Kingdom

Scope
In 1911, advertising history was made. Appearing in magazines across the US, with the tagline ’A skin you love to touch’ and featuring men and women in intimate embraces, it is considered the first-ever advertisement to use sex as a marketing tool. By 2020 standards, the advert is pretty tame. And the product it was selling, solid soap, is decidedly unsexy. Or is it? According to market research firm Kantar, bar soap has found its way back into UK shopping trolleys. From 2018 to 2019, UK shoppers spent £68.6 million on bar soap, a 4% increase ...

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