Word: soaped
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Dates: during 1980-1989
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...soap is almost the ideal consumer product," says Rod Hickman, 37, vice president of marketing for Jovan, the perfume and cosmetics manufacturer. "It fits into the hand, you can pick it up easily, and it's inexpensive. In fact, it's hard to beat...
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...
...three-page contribution to this week's cover package on Actress Meryl Streep, Corliss delved into the literary and structural artifices that characterize her new movie The French Lieutenant's Woman. Corliss, who also wrote last year's cover story on the prime-time television soap opera Dallas, found Harold Pinter's transmutation of John Fowles' multilayered novel into a film-within-a-film a challenging experiment. Concludes Corliss: "Because of its complexity and cerebral detachment, The French Lieutenant's Woman is a difficult film to fall in love with-but the performance...