Sometimes it pays to look back to go forward and my mind of late has been looking back at soaps, some brands, their marketing and how segments of the market have evolved or even re-emerged from way back. One such recollection, particularly at this time of year, is the iconic ‘soap on a rope’.

The popularity of ‘soap on a rope’ might have peaked during the 1980s, yet the concept has stymied critics and persisted.

While marketing campaigns have largely moved on from the more whimsical and macho expositions of the coalition of soap and rope, as a union it still remains a practical means of maintaining a hold on the bar, as well as countering the reason why most never actually finish a bar of soap is because they are not on ropes.

Indeed, in its many new guises, plus a revival of some notable 80s brands, the phenomenon has moved on to encompass many artisan and handcrafted soaps too, which a pump soap cannot possibly emulate.

Here’s a few of those seemingly incongruous iconic soaps on a rope, which became steadfast stocking fillers of the 80s and the focus of many ads.

In many ways Brut and Old Spice became representations for their brand characters, perhaps giving voice to some macho personality traits, while the ‘luxury’ positioning of Imperial Leather might seem somewhat at odds to having soap on a rope. Though maybe it was the forerunner of those luxury ‘soaps on a rope’ of today.

So, while there’s a significant sales gap between the two, the often assumed demise of the humble soap bar is far from true. In 2022, toilet soaps had a UK market value of around £79.2 million. Liquid soaps had a value of c. £247.3m

Yet the growing sales of soap bars are not just down to the practicalities of use. There are some often preferred benefits too.

For example, there’s increasing interest in environmentally friendly and sustainable products. So soap bars, especially those with natural and eco-friendly ingredients, have gained popularity among consumers looking to reduce their environmental impact.

There’s a greater retail presence for soap bars too, not least from Lush. The Body Shop, once such a presence on the High Street, to all appearances has perhaps been overshadowed by the Lush brand, while Body Shop’s attention might be elsewhere, having just been sold again. Where the Body Shop has possibly floundered in recent years, finding it difficulty to gain standout, Lush has seemingly grown greater appeal and taken-up the mantel of unique scents, textures, and ingredients, with no/minimal packaging to encourage engagement and experimentation by those who value a perhaps more bespoke bathing experience.

Adding to the attraction, consumers have shown increased interest in artisan and handcrafted soap bars. This coupled with the fact that soap bars are increasingly marketed as promoting overall skin health and wellbeing, through the inclusion of natural extracts, essential oils, or vitamins, have resonated with today’s buyer.

In the 80s and 90s bars of soap were perceived to have strings attached. They were once viewed as more likely to harbour germs, which perhaps lead to the popularity of bottled soap in the late 90s. More recently there was a huge boost to pump sales during the Covid pandemic, where we were all encouraged to wash our hands repeatedly.

Now, if they ever really went away, soap bars are making a comeback after being given a makeover for an environmentally-minded age.

There are soap bars marketed as promoting overall skin health and well-being, possibly through the inclusion of natural extracts, essential oils, or vitamins, have resonated with consumers.

Equally, there are new lines from luxury brands, having expanding into a market where much of the growth is at the higher, more indulgent end of the market.

Consumers have also shown a growing preference for supporting local and independent brands. Soap bars from smaller brands which frequently focus on transparency, quality ingredients, and ethical practices have had success too.

While pump soaps with added antibacterial agents and moisturising ingredients have been popular, family friendly and regarded as easier to use to maintain good hygiene practices, packaging innovation has been a plus for the soap bar over the pump soap with their over reliance on plastic. The sustainable packaging for soap bars reduces waste and appeals to environmentally conscious consumers, placing soap bars in a great position to increase sales from this consumer group at least.

So as we near the gifting season again, there are many reasons why the humble bar of soap will appeal. And with novelty never far from our minds at Xmas, which undoubtedly encourages experimentation and greater sales, maybe where there’s ‘soap on a rope’ there’s hope!