Softsoap Liquid Hand Soap in 7.5oz bottles was analyzed through primary and secondary research. Interviews were conducted with 6 university students who used the soap. It was found that Softsoap's key audience is middle to low income mothers, and its key features are inexpensive price, pleasant scents, and convenience. The brand image was described as cheap but effective. The advertising goal is to maintain top-of-mind awareness while allowing consumers to save money with an aesthetically pleasing, safe soap for the whole family.

1. 1
Colgate-Palmolive
Softsoap Classics Liquid Hand Soap in 7.5oz bottles
Meyer & Jones
“Daisy,” (n.d.)

2. 2
Executive Summary
The following research was completed by Macaela Jones
and Erin Meyer to analyze Softsoap Liquid Hand Soap
in 7.5oz bottles in all scents. All primary research was
conducted through an ethnography with six University of
Kansas students. All secondary research was conducted
using the Softsoap and Colgate-Palmolive websites and the
online databases Mintel and Redbooks.
This creative brief highlights the target audience, features,
benefits, current and desired brand images, direct and
indirect competitors, ethnographic research, advertising
goal and the ultimate strategic message for Softsoap Liquid
Hand Soap.
After completing our primary and secondary research we
have come to the conclusion that Softsoap Liquid Hand
Soap is designed for middle-to-low-income mothers.
We also found that the products’ key features are its
inexpensive price, pleasant scent and convenience. Our
creative brief explores various topics that lead to a better
understanding of the Softsoap Liquid Hand Soap product.
“Softsoap Lavender & Chamomile,” (n.d.)
“Daisy,” (n.d.)

3. Table of Contents
3
Front Cover 1
Executive Summary 2
Table of Contents 3
Product, Company & Industry 4
Target Audience 5
Features and Benefits 6
Current Brand Image 7
Desired Brand Image 7
Direct Competitors 8
Indirect Competitors 8
Ethnographic Summary 9
Ethnographic Findings 10-11
Advertising Goal 12
Strategic Message 12
References 13-14
“Softsoap Lavender & Chamomile,” (n.d.)
“Daisy,” (n.d.)

4. Product, Company
& Industry
Colgate-Palmolive was originally founded in 1806 (“Statistics,” 2015). Softsoap was
initially created by Robert R.Taylor in 1980 (Chawkins, 2013, Sept. 11). Colgate
later acquired the Softsoap liquid soap business in 1987 from Taylor’s Minnetonka
Corporation (“Our Company: History,” 2015).
Colgate-Palmolive is a multidimensional company that focuses on industries such
as Pharmaceuticals & Health Care Products and Cosmetics & Toiletries (“Colgate-
Palmolive Company,” 2015). Colgate-Palmolive is now in 223 countries around
the world (“Colgate’s Investor Presentation,” Feb. 2015) and had a net sales of
$17,277,000,000 in 2014 (“Colgate-Palmolive Annual Report,” 2014).
Softsoap is the global leader in liquid hand soap with 51 percent of liquid hand
soap buyers using Softsoap products (“Soap, Bath and Shower Products,” 2015).
Softsoap is devoted to eradicating the germs and bacteria families face in their
day-to-day lives (“Softsoap Liquid Hand Soap, Cherry Blossom, 7.50-Ounce,”
2015). It also contributes in helping Colgate-Palmolive hire its estimated 37,400
employees (“Statistics,” 2015).
Softsoap Classics Liquid Hand Soap is generally offered in 7.5oz bottles and eight
different scents (“Liquid Hand Soaps Classic Collection,” 2015). The average price
for one bottle of Softsoap Classics Liquid Hand Soap in a 7.5oz bottle is $1.59
(Grossman, 2000, Mar. 20) and can be found in various grocery stores around the
nation, retailers such as Target,Walmart, Staples,Walgreens, Rite Aid and CVS, and
online retailers such as Amazon and drugstore.com (“Where to Buy,” 2015).
4
“Daisy,” (n.d.)

5. Demographics
The low price, convenience, smell and effectiveness of Softsoap reflects their
demographic target market. Softsoap Liquid Hand Soap is used most commonly
by women, particularly women aged 35-54. It is important to note here that
women are motivated by seasonal scent options and aesthetics (“Soap, Bath and
Shower Products,” 2015. Feb.).
The incidence of acceptance for hand soap is also elevated among households
with children (“Soap, Bath and Shower Products,” 2015. Feb).The most frequent
consumers have a household income between $100,000 to $149,000 per year
followed by the household income of $25,000 and $49,999 per year (“Soap,
Bath and Shower Products,” 2015. Feb.). Softsoap is used in close to half of
Hispanic households (“The Private Label Hispanic Consumer,” 2012, Aug.).
Psychographics
Consumers of Softsoap Liquid Hand Soap are concerned about price.Two-
out-of-five users stock up on hand cleansing products when they are on sale.
Another 22 percent of consumers always purchase the least expensive liquid
hand soap/hand sanitizers available, which tends to be Softsoap. (“Soap, Bath and
Shower Products,” 2015. Feb).
Softsoap customers are also generally concerned about the safety of the
ingredients in their products.They will often research the ingredients and
production process of making the soap. (“Soap, Bath and Shower Products,”
2015. Feb).
Twenty-seven percent of users are concerned that hand-cleansing products
are too drying on their skin (“Soap, Bath and Shower Products,” 2015. Feb) so
beauty and appearance are important to consumers.
5
Target Audience
“Daisy,” (n.d.)

6. Features & Benefits
6
Reduced Environmental Impact
Environmental policies, practices & performance place it among the best 50% of companies
(Softsoap Hand Soap, Lavender and Chamomile, n.d.).
All brand pumps & bottles are recyclable (“Frequently Asked Questions,” 2015).
Safe Ingredients
Ingredients contain low levels of health concern (“Softsoap Hand Soap,
Lavender and Chamomile”).
Safe for family use (“Frequently Asked Questions,” 2015).
Prevent Animal Abuse
Working to reduce the use of animal testing (Softsoap (“Colgate-Palmolive
Co.”), 2010).
Softsoap formulas don’t include animal by-products (“Frequently Asked
Questions,” 2015).
Seasonal Scents & Designs
Seasonal options offered for holidays (“Frequently Asked
Questions,” 2015).
Nature Inspired Fragrances
Variety of scents that freshen up the room and hands
(“Frequently Asked Questions,” 2015).
Long Lasting Products
Two-year shelf life (“Frequently Asked Questions,” 2015).
Reliable Product
Most Trusted Brand over all categories from 2003-2007, 2011 and
2012 (“Colgate-Palmolive Company SWOT Analysis,” 2014).
Affordable Price
Offer lower prices to consumers (“Colgate-Palmolive Company SWOT Analysis,” 2014).
Convenience
Sold in over 200 countries & locations (“Colgate-Palmolive Company SWOT Analysis,” 2014).
“Daisy,” (n.d.)

7. Current Brand Image
The interviews we conducted for primary research determined that the
current brand image of Softsoap Liquid Hand Soap is a cheap but effective
product. It is an acceptable substitute to higher priced soaps, such as Bath
& Body Works and Method (M. Jones, E. Meyer, observation, April 18,
2015).
One flaw that Softsoap has is that it lacks a modern appearance such as
that of Bath & Body Works and Method. Its low price and comparable
scents make it a fighting competitor. Due to the lack of recent news about
Softsoap we feel that we would like alter the softsoap product.
7
Brand Image
Desired Brand Image
Our desired brand image is a modern, safe and good-smelling soap that is still
affordable for all families.The top of mind awareness and market share is already
dominated by Softsoap yet our research revealed there are many things Softsoap can
do differently.
The primary research that we conducted leads us to surmise that Softsoap should
keep the soap as low-cost as possible but redesign the bottle to be more aesthetically
pleasing to appeal even more to their target audience (“Soap, Bath and Shower
Products,” 2015, Feb.) (M. Jones, E. Meyer, observation, April 18, 2015).
The target market also prefers products that are safe for them and the environment
(“Soap, Bath and Shower Products,” 2015. Feb.). Softsoap needs to emphasize their
environmentally friendly practices and advance them by using recycled plastic for
their bottles.
“Daisy,” (n.d.)

8. Equate
Equate is the Walmart generic brand of hand soap.This is a direct competitor
of Softsoap because the price is comparable. Most of the consumers of
Softsoap are middle-to-low income families so price is a deciding factor in
soap (“Soap, Bath and Shower Products,” 2015, Feb.).
8
Competitors
Bath & Body Works
Bath and Body works’ 8.75 fl oz $5.50 gentle foaming hand soap is an
indirect competitor of Softsoap’s originals liquid hand soap. It is an indirect
competitor because it offers a more expensive luxury soap, unique foaming
and moisturising capabilities and fruit extracts.This different soap contrasts
with Softsoap’s simple design, inexpensive price and liquid consistency
(“Gentle Foaming Hand Soap,” 2015).
“Foaming Soap,” (n.d.)
The Body Shop
The Body Shop offers its Honeymania 3.5 oz bar soap which is an indirect
competitor of Softsoap’s liquid hand soap. It is an indirect competitor
because it offers its soap in a bar form with imprinted designs, fair trade
ingredients, lathering capabilities and an organic scent.This product is
different than Softsoap’s liquid hand soap because it offers organic and fair
trade ingredients and a non-liquid-soap consistency (“Soaps,” 2015).
Method
Method offers a modern and trendy design with environmentally friendly
ingredients.They are a direct competitor because they offer similar benefits
as Softsoap. (“Method,” 2015).
Dial
Dial is also a direct competitor because of the comparable price and scents.
Dial, however, provides antibacterial properties in all of their soaps where
Softsoap does not in their Classics collection (“Dial,” 2015).
“Dial Lavender.,” (n.d)
Direct Competitors
Indirect Competitors
“Equate Cucumber Melon,” (n.d.)
“Method Gel Hand Soap,” (n.d.)
“Honeymania Soap,” (n.d.)
“Daisy,” (n.d.)

9. Ethnographic Summary
9
Our Findings
We first used the product and discussed our findings. Our testing revealed that
the spout of the container is easy to get soap out of. It also provides a sufficient
amount of soap to wash your hands with only one pump. We also found that
the soap consistency made it easy and effective to wash our hands.The liquid
soap was was easy to wash with and it provided a fresh scent after we finished
washing our hands. Our participants thought generally the same thing (M. Jones, E.
Meyer, observation, April 18, 2015).
Our Participants
Our ethnographic research included watching and interviewing six different
University of Kansas students.They are all members of Alpha Delta Pi sorority
and involved in many clubs and activities on and off of campus.We watched the
students wash their hands using a Softsoap Liquid Hand Soap and then asked
them questions about the product. (M. Jones, E. Meyer, observation, April 18,
2015).
Name: Lillie Haugh
Year: Sophomore
Hometown: Olathe, Kansas
Name: Sara Schwartz
Year: Sophomore
Hometown: Leawood, Kansas
Name:Abigail Hartmann
Year: Junior
Hometown:Wichita, Kansas
Name: Emily Kawola
Year: Junior
Hometown: Boston,
Massachusetts
Name: Molly Dougan
Year: Junior
Hometown: St. Louis, Missouri
Name: Jordan Grabber
Year: Sophomore
Hometown: Paola, Kansas
All names and photos are being used with permission.
“Daisy,” (n.d.)

10. 10
Ethnographic Findings
Product Usage
We had participants use a sink, the same type of soap, and paper towels in
order to watch them use the product.We used Softsoap Coconut and Warm
Ginger scented soap in a 7.5oz bottle (M. Jones, E. Meyer, observation, April 18,
2015).
All participants used only one pump’s worth of soap. Participants would
either use one pump and then turn on the water or turn on the water and
then use one pump.They all engaged in approximately 30 seconds of hand
washing before turning off the water and drying their hands (M. Jones, E. Meyer,
observation, April 18, 2015).
All but one participant commented on the smell of the soap while washing
their hands. People used this product in the bathroom. One participant
mentioned they would have it in their kitchen but it was overwhelmingly used
in the bathroom (M. Jones, E. Meyer, observation, April 18, 2015).
Nothing seemed out of the ordinary.We were surprised with how many
participants were particular with Softsoap because their parents use it.All of
the participants use the soap in the same manner and no one used it differently
than expected (M. Jones, E. Meyer, observation, April 18, 2015).
“Daisy,” (n.d.)

11. Ethnographic Findings
Discussion
We learned that the product is well-known and that it’s cheap. Many of our
participants liked the soap because it was cheap but effective and smelled good
(M. Jones, E. Meyer, observation, April 18, 2015).
Five out of the six participants used Softsoap because their parents bought
it at home.We were surprised that so many of these participants bought
the soap solely because their parents did. One even said that if she were to
be overwhelmed in the soap aisle, she would buy Softsoap because it was
comfortable and safe (M. Jones, E. Meyer, observation, April 18, 2015).
The motivation for product usage was family use of the product and the price.
These participants used the soap after the bathroom but three participants
said they use it before eating, after being outside, or just because. People were
loyal because it was safe. Five participants have been using it out of habit by
their parents for years so it was safe.Those five were also loyal because the
scent and the quality is premium compared to the cost creating a high value for
consumers (M. Jones, E. Meyer, observation, April 18, 2015).
We learned a couple things that could be improved to make the product better.
One of our participants said that the product can be easily knocked over
because of the round-shape bottle.Another participant said that she prefers
foam soap over liquid so that would be something to consider. Our participants
typically used the product in the same way and same steps when washing their
hands (M. Jones, E. Meyer, observation, April 18, 2015).
11
“Daisy,” (n.d.)

12. Advertising Goal
12
Softsoap Liquid Hand Soap maintains its top-of-mind awareness
while allowing consumers to save money with an aesthetically
appealing and safe hand soap that the entire family can use.
Our Strategic Message
Our advertising goal is to advertise directly towards younger
stay-at-home mothers.We would do this by creating daytime
television commercials.
A study was completed that stated that “women spend almost
40 minutes more than men every day watching straight
television — 4 hours, 11 minutes” (Lunden, 2012, Oct. 5).The
increase in commercials would hopefully catch the attention
of mothers and cause them to purchase Softsoap Liquid Hand
Soap.
“Daisy,” (n.d.)

13. References
13
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COMPANY/.
Chawkins, S. (2013, September 11). Robert R.Taylor dies at 77; entreprereneur created
Softsoap. Los Angeles Times. Retrieved Online on 2015,April 20 from: http://articles.latimes.
com/2013/sep/11/local/la-me-robert-taylor-20130912.
Colgate Annual Report. (2014). Colgate, Retrieved Online on 2015,April 10 from:
http://www.colgate.com/us/en/annual-reports/2014/home/.
Colgate’s Investor Presentation. (2015, February). Colgate, Retrieved Online on 2015,April 20
from: http://files.shareholder.com/downloads/CL/70824652x0x495369/d221de82-cc52-
4439-89d0-b96ea0448191/Colgate_Overview.pdf.
Colgate-Palmolive Annual Report. (2014). Colgate, Retrieved Online on 2015,,April 20 from: http://
investor.colgate.com/secfiling.cfm?filingID=1628280-15-846.
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http://www.econsumeraffairs.com/col/productlocator.htm.
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M. Jones, E. Meyer, observation, April 18, 2015.
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14
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http://www.carithers.com/images/pageMakerImages/Daisy111080783941.jpg
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“Daisy,” (n.d.)