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Article: Three major suppliers turn attention to bar soap. (Andrew Jergens Co.; Procter & Gamble Co.; Unilever United States Inc.)(Industry Overview)
- Article from:
- Chain Drug Review
- Article date:
- January 20, 1997
CopyrightCOPYRIGHT 1997 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK - Andrew Jergens Co., Procter & Gamble Co. (P&G) and Unilever are all undertaking major initiatives in the bar soap category, with Jergens and Unilever also expected to up the ante in other skin care segments.
This month P&G is beginning the national rollout for Ivory Moisture Care, a bar soap it has sold in selected test markets since 1993. The company is expected to put some $25 million in advertising support behind the launch in an effort to re-invigorate the Ivory franchise and compete more effectively against Unilever's Dove brand. In addition to a bar soap, the Ivory Moisture Care line will include body washes.
The concept behind Moisture Care ...