With current consumer trends firmly towards health, wellness, simplicity and sustainability, the humble soap is making a comeback - especially among millennials.

Building on their success with body & hand wash, soap seemed a natural move for the Only Good brand. However, it’s a diverse, competitive and highly saturated market – with products focused on everything from ‘scientific and efficient’ right through to ‘clean and natural’. Only outside the supermarket do you see the trend towards beauty.

As you’d expect, among all these categories brand and cut-through play a pivotal role.

The success of Only Good has been based on bringing a department store aesthetic to the supermarket. We wanted to do the same with soap - take it from an everyday functional product to a beautiful interior accessory. And achieve maximum cut-through on the supermarket shelf.