RAISING THE BAR: WHY SOAP IS MAKING A BEAUTY COMEBACK
Eco-conscious beauty is an industry & global revolution
COV1D-19 changed the landscape of how we view certain things - never before have we been told to wash our hands so much. And prior to the last few weeks, today’s consumer had been demanding loud and clear that they want beauty products that not only help them look good, but allow them to make ethical purchase decisions. Formulations have to be clean and packaging has to be sustainable. In this context, it's not surprising that alternative product formats are growing in parallel to support this key consumer demand and the need / want for soaps has never been so high.
Over the last few years, the humble soap bar has stepped into the spotlight as a plastic-free alternative to not only traditional hand wash & bathing cleansers, but facial skincare and haircare formats. Most noticeably, it’s where some of the beauty industries most exciting new brand launches and innovation can now be found. Kantar reported that in the year to July 2019, bar soap sales in the UK were +4% YOY compared to liquid soaps –4.5% YOY sales decline in the same period. With market research agencies such as IMARC forecasting the bath soap market to be worth $25.9 billion globally by 2024, it’s a beauty movement that can't be ignored.
So if you are planning a new product launch in this area, what do you need to consider to make your range a success? In the article below, we have focused on 5 key dynamics to boost consumer appeal.
SUSTAINABLE BEAUTY PACKAGING
The most obvious reason for swopping to a bar format is the minimal packaging. As consumers seek solutions to reduce plastic waste in their homes, and with solid bars usually simply packaged in recyclable card or paper, this format stands out in beauty halls crowded with unsustainable products in non-recyclable plastic. This allows bar brands to be loud and proud about their eco-credentials at every touchpoint, and helps to facilitate the consumer movement towards waste-free beauty routines.
Some soap brands such as b.a.r.e soaps are taking this a step further, and are heroing their compostable labels and plantable packaging, where wildflower seed is incorporated into the card to be planted by the consumer. These are interesting examples of where eco-packaging isn't just a hygiene factor, but where it can act as an additional consumer benefit and PR worthy brand story.
KEEP IT CLEAN
Soap bars previously fell out of favour based on the idea that liquid soap was more hygienic. A common misconception circulated that bar soap was “dirty”, harbouring germs on the surface when used by multiple people or lying around in sludgy soap dishes. However, it’s now clear that there is little evidence to support this as long as bars are stored correctly (i.e. water can drain away), and they not shared by multiple users. In fact, liquids often rely on chemicals, surfactants and preservatives which can cause irritation to sensitive skin.
What has also become clear is the need for soap to combat the spread of viruses. Washing with soap not only helps to remove dirt from skin but also loosens the bond between a virus and the skin, and the interactions that hold the viruses proteins, lipids and ribonucleic acid together, which are the building blocks of a virus. As COVID-19 demonstrated, preventing the spread of viruses is a global priority, and soap has a key role to play in this.
National Geographic confirm why soaps are key for keeping this virus at bay - ‘Soap works so effectively because its chemistry pries open the coronavirus’s exterior envelope and cause it to degrade. These soap molecules then trap tiny fragments of the virus, which are washed away in water. Hand sanitizers work similarly by busting apart the proteins contained in a virus.’
INNOVATIVE INGREDIENTS, FORMATS & CLAIMS
Beauty bars have long since moved away from the value washing & bathing soaps that left faces feeling stripped and super tight. Today the consumer can benefit from results-driven, innovative solid bar formulations in not only bathing, but facial skincare and haircare.
Face and Body Cleansing Bars: The best examples in the market are designed to contain gentle cleansing agents to maintain PH balance, with formulations available for any skin type, from acne prone to dry. Glycerine is often present to present dryness, supported with innovative ingredients matching any other high performance skincare product, such as Cold Pressed Algae, Marula Oil, Hyaluronic Acid, Charcoal and Pink Clay.
Shampoo and Conditioner Bars: Haircare bar formulas are often free from Sulphates such as Sodium Laurel Sulphate for gentle formulations. Like facial cleansers, hero ingredients (often naturally derived) are championed to create engaging product stories, and are tailored to work for all hair types (coloured, oily etc) so consumers don’t need to compromise on claims.
An additional environmental benefit is that solid shampoo bars are marketed to last longer than alternative beauty formats, with brands such as ethique claiming that their 110g shampoo bars would deliver as many uses as 3 shampoo bottles. With eco-conscious consumers simplifying beauty routines, moving away from the multi-step / multi-purchase trend, the promise of reducing the frequency of purchase will appeal to savvy consumers.
LUXURY AND GIFT EXPERIENCE
Alongside the move on in product use and claims, solid beauty bars are now designed to be insta-worthy and enhance any beauty bathroom shelfie. Powerhouse premium brands such as Aveda, Sisley, L’Occtaine, and Jo Malone offer high end bars in beautiful packaging. Consumers are spoilt for choice from independent artisan and SPA brands, offering crafted-by-hand claims and compelling natural ingredient stories. Products are supported with sensorial, natural fragrances, meaning the user experience is not just functional or ethical, but a luxurious self-treat or beauty gift.
ECO-FRIENDLY SOAP DISHES
A key barrier to use has been the perception of sticky, dissolving bars slowly melting into the puddle on the side of your sink. Purchasing a non-recyclable plastic soap dish doesn’t sit well with many brands environmental policies, so what have brands been doing to support their ranges with a solution to this problem? Well the good news is that viable plastic-free options are out there.
ALL NATURAL SOAP CO offers a non absorbent soap pad made from Coir, the fibrous husk from the outside of a coconut. This allows the soap to drain away between uses, and is 100% biodegradable and compostable. Alternatively, the brand markets more traditional style soap holder made from wood based bioplastic using by products from the paper industry, and at the end of its life is biodegradable.
Soap star brand ethique supports its bar range with a compostable In-Shower Soap container made from Bamboo and Cornstarch, which is plastic free and lasts around 5 years.
A bar container will require an initial outlay by the consumer when starting use these types of products, which may be an additional purchase barrier, but any soap brand should be looking to offer a viable solution to overcome a messy user experience.
So what does this mean for the beauty market
this category will continue to evolve as consumers trial bars for the first time, understand the benefits of solid soap and are surprised by the product quality and benefits. Solid bars with strong eco-credentials will be key in supporting beauty retailers environmental policies. Innovative NPD launches are also likely to catch the eye of the Press, who are regularly reviewing and curating the best solid bars out there, helping to provide consumer education and engagement growing market.
If you are interested in finding out more or would like some support with a cleansing or shampoo bar launch get in touch.
THE BEAUTY BRAND COACH