Palmolive launches new soap

Colgate-Palmolive Canada hopes consumers concerned about germs will lay their dirty hands on its new dishwashing liquid that also works as an antibacterial soap.Palmolive Dishwashing Liquid & Antibacterial Handsoap was developed in response to research that shows one-third of all handwashing...

Colgate-Palmolive Canada hopes consumers concerned about germs will lay their dirty hands on its new dishwashing liquid that also works as an antibacterial soap.

Palmolive Dishwashing Liquid & Antibacterial Handsoap was developed in response to research that shows one-third of all handwashing occurs in the kitchen, and that when there, 63% of consumers use dishwashing liquid for that purpose.

The Palmolive product was launched in the u.s. in August, and hit Canadian shelves earlier this month.

The product is orange, a color associated with antibacterial products, and has a fresh scent appropriate for dish and hand washing, according to Palmolive.

The packaging is consistent with other Palmolive dishwashing liquids.

‘Due to its heritage, it is primarily a dishwashing liquid,’ says Brent Barr, product manager at Colgate-Palmolive.

‘We want it perceived as a dishwashing liquid, but we want people to say `What a great idea that it can act as both,’ ‘ Barr says.

The dishwashing liquid and antibacterial handsoap is the fourth in a line of Palmolive dishwashing liquids that includes the original 26-year old Palmolive product, called Palmolive Plus since its grease cutting was improved last year.

That product was advertised for years using the Madge the manicurist character, who assured distraught customers who were ‘soaking in it’ that Palmolive was mild on hands.

Palmolive Lemon-Lime has been available for about five years, and Palmolive for Sensitive Skin was launched in 1993.

The new dishwashing/antibacterial product will be promoted through tv advertising, shelf advertising and home sampling.

The advertising will be created by fcb.

Same price level

The new product will be priced at the same level as the other Palmolive dishwashing liquids.

In the u.s., antibacterials account for about half of the liquid soap market, but, in Canada, they make up only about a fifth of the market, leading Colgate-Palmolive to believe there is a potential for growth in the category.

‘It’s been identified that consumers want an antibacterial product because they are concerned about the germs in the house,’ Barr says.

‘We have a unique product in the marketplace because it’s known for its grease-cutting ability, and for being really mild on your hands,’ he says.

Colgate-Palmolive already has a separate antibacterial handsoap in its Softsoap line, which was developed primarily for use in the bathroom.

Palmolive holds second place in the dishwashing liquid category to Sunlight by Lever Bros.

Lever will not discuss any future antibacterial products of its own, but Michael Alexandor, Lever’s brand manager of dishwashing liquids and dishwashing detergents, is willing to comment on the Palmolive product.

‘I think they are trying to create the impression that it is an antibacterial handsoap and an antibacterial dishwashing liquid, which it is not,’ Alexandor says.

‘What they’ve done is add a little [antibacterial agent] that is found in antibacterial handsoaps, but, it certainly has absolutely no benefit in a dishwashing liquid,’ he says.

The dishwashing liquid category had sales of more than $72 million in the year ending Oct. 15, according to Nielsen Marketing Research.

In other news, Colgate-Palmolive has a new Ultra Fleecy Clear fabric softener, developed on the strength of research that shows clear products in other categories have experienced good growth recently.

Acccording to Nielsen, clear dishwashing liquids have experienced a 67% growth over last year, while sales of clear deodorants/antiperspirants have increased 69%, driving the consumption of all sticks up 9%.

The Fleecy product’s claim is that it will not stain clothes.