THE NEXT BUBBLE: SKIN MOISTURIZERS

RICHARD TURCSIK

The next wave of products to clean up in the soap aisle may be in the upscale skin moisturizer segment.

While Dove from Lever Bros. has been around for many years, other manufacturers are introducing soaps that not only clean, but also moisturize and freshen the skin.

Procter & Gamble, Cincinnati, is test-marketing Ivory Moisture Care, a line extension of the venerable Ivory soap, in Tucson, Ariz. The test began in August 1994.

"Ivory Moisture Care provides effective cleaning and delivers protection from skin dryness and irritation that is superior to soap," said Carol Boyd, a Procter & Gamble spokeswoman.

Ivory Moisture Care is available in bath-size bar form, and retails for less than $2 for two bars.

This month, Dial Corp., Phoenix, introduced its new Dial Ultra Skin Care line, consisting of bar soap, liquid soap and body wash.

The company describes the line as "the soaps of tomorrow" because they are made with up to 60 ingredients, including boutique perfumes, gentle cleansing ingredients, a unique skin conditioning ingredient and triclocarban or triclosan antibacterial agents.

This month, Andrew Jergens Co., Cincinnati, added a Jergens Body Shampoo Moisturizing Formula to its line of body cleansers.

"We innovated the body wash category. The body washes give our trade partners an opportunity to grow category sales and profits by moving people away from traditional bar soaps and into the liquid body cleansers," said Tim Zimmerman, senior vice president. "Our Moisturizing Formula is designed as a great cleansing system that gives skin softness that lasts."

Zimmerman also said Jergens continues to see sales growth of its new Jergens Naturals bar soaps in Aloe & Lanolin, Vitamin E & Chamomile and Baking Soda varieties, which were introduced in April.