Hand and bath soap is the largest category of heath and beauty care products in which Colgate-Palmolive competes. Liquid body cleansing represents 43 percent of the hand and bath segment, and is a steadily growing segment . Softsoap® brand has been a key driver in category growth , and this new wave of products will spur growth once again.

With almost one-third of consumers making their decision at the shelf , great fragrances and aesthetics combined with clear, simple communication is critical to capturing the consumer in-store.

Softsoap® brand Liquid Hand Soap has led category innovation, creating the category in 1976 and inventing the first antibacterial liquid hand soap in 1985.

Today, liquid hand soap has evolved beyond basic cleaning. The category now provides consumers multiple benefits - with moisturization and skin-feel becoming more important than ever. Liquid hand soap also plays a critical role in consumers fast-paced lives by helping them fight off colds, as hand washing is the first line of defense against the spread of infectious disease.