“Consumers are looking for products that offer comprehensive care—damage therapy, deep moisturizing, toning, rejuvenating—using formulas that work in harmony with the
skin,” he said.
Eucerin is parlaying its coveted reputation in skin care into
the body wash space. New Calming Body Wash—the brand’s
first ever body wash—features a nourishing oil formulation
enriched with essential omega fatty acids to soothe and
relieve itchy, dry skin, including atopic dermatitis.
DESPITE ADDED moisturization, pretty scents
and dispensers with generic graphics
designed to match generic powder room
decor, hand soap has one purpose: to ward off
illness. Yet, despite our mothers’ warnings to
always wash our hands after coughing, sneezing and going to the bathroom—and the designation of Global Handwashing Day (Oct.
15) by the United Nations—Americans still
have a long way to go when it comes to
understanding the role a good old hand washing with soap plays in that capacity.
The most recent Clean Hands Report Card
issued by The Soap and Detergent
Association gives Americans a C-minus for
their hand hygiene habits. According to SDA’s
findings, only 85% say they always wash their hands
after going to the bathroom, down from 92% in 2006.
Further, 39% surveyed seldom or never wash their
hands after coughing or sneezing compared to 36% in
2006. And of those surveyed by SDA, only 56% recognized that hand washing is the No. 1 way to prevent
colds and flu.
One company is doing its part to remind consumers
about the link between hand washing and good health.
In September, Dial kicked off the Dial Complete
Campaign for Clean Hands, a program designed to
engage and educate families about the importance of
“We don’t believe that hand-washing habits are bad
in the U.S. I believe awareness of the importance of
hand washing is what’s missing,” said Juan Serrano
senior brand manager, Dial liquid hand soap and bar,
Makers of anti-bacterial soap claim that triclosan-based products deliver the level of protection people need
to ward off the common cold, influenza and food-borne illness. And a study published in an edition of the Journal
of Food Protection, sponsored by Dial, provides more evidence to back their case. In the study, researchers compared hand washing with Dial Complete containing
Activated Triclosan technology to washing with a plain
liquid soap. According to Henkel, the Dial Complete hand
wash was significantly better than plain soap and water
at eliminating bacteria from the hands and was up to 30
Bath & Body Works is touting a new limited edition aromatherapy cleanser that delivers benefits beyond the
bath...to the bedroom. New Sleep-Black Chamomile body
wash is infused with bamboo charcoal extract to help detoxify before bedtime, while an exclusive aromatherapy blend
with chamomile essential oil helps to enhance sleep, according to the company.
Identifying and addressing unique needs has been a key to
success for Dove. Now, the Unilever über brand is targeting
Clean Well’s anti-bacterial foaming hand soap.
times more effective in reducing bacterial transfer
from the hands.
But not every company is on board with tri-
closan technology. There’s been some debate
about the dangers these products may pose, and
Clean Well Company is part of the opposition.
The San Francisco company contends its all-
natural hand soap is lab-proven to kill 99.99% of
germs—including MRSA, E. coli and Salmonella—
without triclosan. Clean Well instead relies on
Ingenium, a patented blend of essential oils.
Developing an efficacious, non-toxic hand soap
that also had sensory appeal wasn’t an easy task.
“The real challenge was that we were trying
to solve several problems at once,” explained
Dr. Larry Weiss, founder and chief scientist. “The
most important of these was the compliance problem.
We knew that in order to have a meaningful impact on
personal hygiene and thus on public health, we had to
make a product that people wanted to use and use frequently. The only way to do this is to make products
that feel good and that people feel good about using.”
Company officials think they nailed it, right down to
the all-natural, custom blended scents created by natural fragrance expert Mandy Aftel.
“We have what so many consumers are now looking
for: they want products that are green and effective,”
said Holly Bornstein, director of marketing. “We know
that once people try our products, they love them. We
are focusing on expansion, continuing to build awareness and trial as well as making our brand easier for
consumers to find.”
It appears Clean Well is well on its way. The brand’s
retail presence got a major boost last fall when it was
picked up by Target, and last month, CleanWell debuted
on shelves (and online) at Bath & Body Works.
Clearly, company officials would love the soap to mirror the success of its all-natural, alcohol-free hand sanitizer. According to IRI data, Clean Well posted the
largest gains in the $99.7 million hand sanitizer category, outpacing impressive gains made by P&G’s Vicks
Early Defense and Burt’s Bees hand sanitizers among
others during the 52-week period ended Sept. 7, 2008 in
supermarkets, mass merchandisers and drug stores