They dertainly do still make liquid hand soap; it's featured on the company website. But that wasn't my point. It's one thing to come out with new products to be sold under an old, popular brand name. It's quite another to offer your 125-year-old product in different "flavors." Ivory sold its product on purity and on not *having* frills; this is a reversal of that decision.

You said, "it is jarring for them to use the Ivory name for anything that isn't just soap, or aerated soap." Maybe, but I think that doing that is at least a reasonable way to experiment or branch out into new business areas. What I find difficult to understand is to sell aerated Ivory bar soap that no longer looks and smells like Ivory bar soap because it comes in colors and scents.