Deodorant, offering 10 times more odor protection coverage
when used together, according to P&G.
Axe’s latest campaign in personal cleansing—
Showerpooling—is designed to educate men and women on
the importance of water conservation in the US, and naturally,
Unilever takes a tongue-in-cheek approach that fans have come
to expect. The Showerpooling campaign features animated videos narrated by Twilight actress and Axe ambassador Nikki Reed
and an online pledge to save water. Axe’s Showerpooling tour is
heading to college campuses to distribute 7,000 water-efficient
Delta showerheads and the brand is making a $10,000 donation
to the Alliance for Water Efficiency, a non-profit organization
dedicated to the efficient and sustainable use of water.
A Kinder, Heavy Duty Clean?
Asking men to conserve water is one thing, but when it comes to
personal cleansing habits, the world might benefit if they took a
refresher course on hand hygiene.
In a recent survey, away-from-home hygiene brand SCA, maker of Tork products, found that more than one third of men admit
they do not wash their hands thoroughly with soap and water after
using the public restroom at work compared to 20% of women.
And men are also less likely than women to wash their hands after
handling garbage, touching animals or sneezing or coughing.
But what about when they get really dirty—such as after
working in the shop, fixing the car or any other so-called manly
endeavor? That’s where heavy-duty cleansers often get the call as
these workhorse products are formulated to tackle the toughest
grease, grime and grunge.
Two new brands are looking to stake a claim in the category, which
unfortunately suffered a dramatic decline in sales in the past year.
One new entrant is Hands Maid, developed by Wrenchers Body
Products LLC as an alternative to harsh cleaners. Created out of
necessity by an car restoration enthusiast, Hands Maid is a saving
grace for workers with“dirty jobs” in fields such as industrial trades,
machine work, landscaping, farming and automotive, according to
Edward Buscis, managing member of the Fallbrook, CA firm.
“To our knowledge, we are the first company to introduce a
botanical, natural skin cleanser for heavy-duty applications,” said
• Method has a reason to get up on its soapbox, so to speak, as the
eco-minded firm has rolled out a 2-in-1 Dish + Hand soap in a bottle
made from a blend of ocean-recovered plastic and post-con-sumer recycled plastic. This limited edition packaging, an industry
first, is available exclusively at Whole Foods.
“our goal with ocean plastic packaging is to show that the
most viable solution to our plastic pollution problem is using
the plastic that’s already on the planet. Method’s ocean plastic
bottle demonstrates in the extreme that recycling is possible,”
said adam lowry, Method co-founder and chief greenskeeper.
Buscis.“This market has typically been dominated by petrochem-ical-based products. Offering this alternative is really very exciting. We know of no other products to equal it in the marketplace.”
What sets Hands Maid apart, according to its creator, is the
absence of pumice as a key ingredient. Instead, Hands Maid is
formulated with walnut shell to exfoliate.
Meanwhile, Deb Group, a Charlotte, NC-based away-from-home skin care company and inventor of foam soap dispensing
systems, has launched GrittyFoam, a new heavy-duty industrial
hand-cleansing foam with suspended bio-scrubbers. The product
is said deliver the performance and effectiveness of traditional
heavy-duty hand cleansers in a foam format to gently remove
tough soils while making hands feel great. Delivered through
the company’s proprietary dispensing system, GrittyFoam helps
address the challenge of reducing the potential for occupational
dermatitis in the industrial sector, according to Deb, which has
secured USDA Bio-Preferred status for the product.
The soap, bath and shower product category has been in a slow
recovery—the US market rose 2.1% in 2011 after declining 1.5%
in 2010, according to Mintel—but the biggest challenge remains
the economy. Drivers will continue to be the perennial qualities
consumers want in their modern personal cleansers—moisture,
fragrance and antibacterial protection, according to industry observers who spoke with HAPPI.
In addition, consumers should continue to see a growing
number of products designed for specific users.
“Key trends that we are seeing in market are increased
segmentation; ie, body wash for women, men and kids,” said
Calderone of Dial, noting that Dial has added Hello Kitty body
wash, bar and liquid hand soap to its mix of products, taking the
brand beyond its traditional men and women/all family areas.
And Calderone pointed to another tactic that can help a soap
brand—or any HBA marketer, for that matter—grow in a difficult
“The personal care segment has seen growth despite the recent economic slowdown,”she said,“and innovation continues to
be a key factor in achieving success.”•
“By recycling and reusing plastic to make our bottles, we turn off the
tap of plastic flowing into our oceans and take the first, most
important step toward solving the ocean plastic problem.”
Method partnered with innovative recycler envision Plastics
to develop a new recycling process to make the bottles. The
process allows rigid, opaque plastics recovered from the
ocean to be cleaned, blended and then remanufactured
into high quality recycled plastic that is the same quality as
virgin high-density polyethylene (HDPe) plastic, according