Word: liquidation
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Dates: during 1980-1989
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Maybe so, but Jovan and some 30 other companies have something they hope will beat Dial, Zest, Dove and other bar soaps at the sinks of American homes. It is liquid soap, a softer, creamier and better-smelling version of the soap that has been used for decades in public restrooms. Sales of liquid hand soap, in pump-dispenser plastic bottles, have grown from practically nothing two years ago to an estimated $100 million this year, and the new products have now captured about 10% of the total bar soap market...
Leading the assault on the bar is Soft-soap, which is made by Minnetonka, Inc., a Minnesota toiletries manufacturer. Soft-soap sells for about $1.50 for a 10½-oz. bottle that is the equivalent of five bars of soap. Minnetonka currently has about half of the liquid soap market, with Jergens and Yardley its main competitors. The Minnesota company has invested $6 million to advertise its hand cleaner as "soap without the soapy mess." Says Vice President and General Manager Wallace Marx, formerly director of new products at Pillsbury: "People are tired of messy soap bars that just melt...
Giants Procter & Gamble and Armour-Dial at first ignored the competition from liquid soaps, but now they are rushing to put out their own brands. Procter & Gamble is test-marketing Rejoice in Austin and Houston, while Armour-Dial is trying out Liqua 4 in Orlando, Fla. The word bubbling within the soap industry is that Procter & Gamble will promote Rejoice with a hefty advertising budget of $30 million, one of its biggest new-product launchings ever, if the Austin-Houston test-marketing is successful...
...soap companies, though, believe that liquid soap will completely replace the bar. The reason: liquid soap is inconvenient to use in a shower or bath. Said a top soap executive: "We don't think it will go much further. Its use is too limited." Armour-Dial, though, is advertising its bar-shaped squeeze bottle of liquid soap as equally suitable for both shower and sink...
...well as $2.19 models of Mount Rushmore and corncob toilet paper for $1.19. Left-handed calf ropers can buy lariats twisted especially for southpaws. The Rock Hound Shop offers fossils and crystals. Campers buy heavy iron skillets, lightweight canteens and water-purifying tablets; ranchers buy lousefly killer, sheep-branding liquid and cow vaccine. God knows who buys hundreds upon hundreds of Wall Drug gimcracks, from spoon holders to ashtrays. "People want a little something they can take back to Grandma," says Bill Hustead, 54, Ted's son. A Madison, Wis., woman on her way to Wyoming is agape, like...