Out the Box

NOW THAT'S A GOOD IDEA: SHAMPOO BARS

Could you clean up with Shampoo Bars?

ALBERTO BALSAM, THE UK'S BIGGEST SHAMPOO BRAND, HAS LAUNCHED NEW SHAMPOO BARS THAT TAP INTO SUSTAINABILITY CONCERNS

WHAT’S THE BIG IDEA?

Shampoo bars.

WHICH ARE?

Bars of shampoo.

YES, VERY GOOD. NOW WHAT ARE THEY?

They are literally bars of shampoo. Like soap, but shampoo.

OK. WHAT’S THE POINT?

Well, Alberto Balsam, the UK’s number one shampoo and conditioner brand by volume [Kantar, Feb 2021] says the launch of Shampoo Bars is “the brand’s biggest innovation in 10 years”. It also says it’s “democratising access to sustainable beauty”, whatever that means.

ARE BARS MORE SUSTAINABLE THAN NORMAL SHAMPOO?

Apparently. The Unilever brand says the bars are 100% plastic free, the packaging is made from recycled material which is 100% recyclable, and FSC-certified cardboard. And the bars can last up to 70% longer than a standard bottle. Alberto Balsam says it’s making ‘greener’ affordable to all and is contributing to Unliever’s wider commitment to ‘Less Plastic, Better Plastic, No Plastic’.

WILL SHAMPOO BARS GET CONSUMERS IN A LATHER?

Over 7.7 million households buy Alberto Balsam products each year [Kantar, Feb 2021], so there’s a decent chance that the brand will be able to drive some decent trial. Additionally, it is estimated that the ‘natural space’ in the UK market will grow by £21m.

ESTIMATED BY WHO?

That would be the Unilever UK Category Insights Team.

WHAT FLAVOURS DO THEY COME IN?

Shampoo Bars are available in three 75g bar variants: Sunkissed Raspberry, Nourishing Coconut & Lychee and Juicy Green Apple, all at £2.50 a pop for shoppers.

WHAT IS UNILEVER SAYING?

Carly Burford, Marketing Director at Unilever UK&I, says: “We’re transforming our much-loved liquid formula into innovative bars and making them freefrom plastic.

“As the number one volume shampoo and conditioner brand in the UK, we’re making sustainable choices easier for all the family whilst delivering a great haircare experience and our signature long-lasting, 24-hour fruity fragrance that Alberto Balsam holds.”