Body wash manufacturers continue to clean up with new entries.
smooth, the new entries also have antibacterial agents.
Colgate-Palmolive Co., New York, is rolling out its new Softsoap brand gentle antibacterial body wash with moisture beads. The translucent, aqua-colored formula has visible floating beads that break on contact, which is said to leave the skin with just the right amount of moisturizing.
"We're delighted with the reception that it has received and we're encouraged by early movement," said Susan Verstegen, director of personal care marketing.
Last month, Lever Bros., New York, began shipping its new Lever 2000 Antibacterial Body Wash, a shower gel that moisturizes, cleanses, provides deodorant protection and kills germs.
"All market research indicates that the body washes are very similar to bars in appealing to a subsegment of the deodorant soap user group," Bob Matthews, senior manager of sales planning, told SN. He said the new product will be heavily advertised.
Among other items is Dial Ultra Skin Care Antibacterial Body Wash, introduced by Dial Corp., Phoenix, last summer, and a line of Vaseline Intensive Care Moisturizing Body Washes, launched last fall by Lever's sister company, Greenwich, Conn.-based Chesebrough-Pond's.
Also, last fall and winter, Andrew Jergens Co., Cincinnati, introduced a moisturizing version of its Jergens Body Shampoo. It is the company's leading selling item, said Tim Zimmerman, senior vice president of marketing.
Early this year, Procter & Gamble Co., Cincinnati, introduced Oil of Olay 2-in-1 Moisturizing Body Wash Sensitive Skin Formula body wash, which contains 75% moisturizers and 25% mild cleansers.