What Happened to 99 and 44/100 ths percent pure?

[cathyr19355]

I was in a local supermarket last night, and a quick look at a random display in the drug store aisle showed me that Ivory soap now comes in flavors.

I don't mean that you're supposed to *eat* the soap. No, I mean that Ivory now comes in two different varieties (in addition to the blocky white "99 and 44/100 ths percent pure" bar I've seen in stores since childhood, and that the company's website claims that they've been making and selling for 125 years). There's a light green variety that claims to be made with aloe vera and a lavender-colored one that's scented with (surprise!) lavender.

I don't understand this. Every company and its mascot has been engaged in coming up with an endless variety of different soaps, toothpastes, shampoos, conditioners, and other cleansing items for more than a decade now. Ivory soap had made itself *distinctive* by not playing the "more varieties" game. Why on earth have they changed now?

Although I have to admit that the idea of lavender-scented soap at Ivory soap prices is kind of neat.

Comments

[tafkad.livejournal.com]

I wonder if they float, as the original does.

[cathyr19355.livejournal.com]

Since I haven't bought any yet, I have no idea. If I do buy some, I'll see if it floats and let you know. My guess is that it does, though.

[vakkotaur.livejournal.com]

A few years ago when Ivory came out with a liquid soap for pump style dispenser they didn't make it plain. Sure, it has to be different to be used that way, but it doesn't need to smell of some perfume. But it did, and the answer was that their market research (something I have suspicions about) indicated that's what people wanted: smelly soap. We went back to the standard Ivory bars and didn't bother with the silly stuff that wasn't really Ivory. I don't know if Ivory liquid hand soap or whatever is still around or if it went the way of New Coke.

I can see the company expanding into other lines, but it is jarring for them to use the Ivory name for anything that isn't just soap, or aerated soap. I remember trying a bar of "Pure and Natural" when it first came out and being surprised at the strong lilac scent upon opening the package. I had been expecting a sort of ivory clone that was just plain soap. Natural it might have been, but pure it was not.

[cathyr19355.livejournal.com]

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.

[tafkad.livejournal.com]

For example, 7-Up briefly had a caffienated product, despite their long-running "Caffiene? Never had it, never will" ad campaign.

[stevenehrbar.livejournal.com]

Well, IIRC, the caffinated product was dnL, the whole point of which was that it was the anti-7up. If Ivory was selling scented-colored soap under the name, er, "hJo^I" . . .

Hmm. 7up is the uncola. dnL was the anti-7up (and thus an anti-uncola), but it wasn't a cola. So, there should probably be a distinct-from-7up anti-cola, . . .

[cathyr19355.livejournal.com]

Maybe 7-Up and the anti-7-Up destroyed each other in a matter-anti-matter (anti-cola/anti-anti cola?) collision. :-)

[cathyr19355.livejournal.com]

Yes, you're right. The fact that we don't have caffienated 7-Up now shows what a bad idea that was. "If it ain't broke, don't fix it," is often very good advice in the marketing area.

[stickmaker.livejournal.com]

A possum once ate part of a bar of Ivory soap I had in the basement shower. Wonder if this would be more or less appetizing...

[cathyr19355.livejournal.com]

I've no idea. I know that strong-smelling herbs (such as lavender) repel moths, but a possum isn't very like a moth. For all I know, lavender scent might make the soap more appealing to a possum.

[stickmaker.livejournal.com]

Well, moths are smarter than possums...