Soaper Duper is a bath and body range from from Marcia Kilgore, the founder of other successful brands including Beauty Pie, Bliss Spa, Soap & Glory and FitFlop.
It looks to tap into the ongoing rise in consumer hunger for sustainable brands and products, with a range of 90% and above naturally-derived formulas and 100% recycled plastic bottles. It also trades on an ethical platform, supporting both WaterAid and Clean the World projects to bring soap and water to communities in need.
Soaper Duper launched last year in Liberty, and has now secured a UK-wide distribution deal with supermarket chain Tesco. According to Kilgore, the brand is confident its blend of naturals and ethical action will be a mass-market winner.
“We can make amazing quality product, with fun design, without any suspect ingredients, in simple recycled and recyclable packaging, that gives something back to the community, at a very affordable price point.,” she says. “And we’ve named this as a new category… MASSPIRATIONAL.”
Tapping into the times
Kilgore notes that Soaper Duper’s launch is carefully aimed at meeting the rising consumer awareness of the environmental impact of the industry.
“The zeitgeist has inspired the creation of Soaper Duper,” she says. “We realised that we could create a fun and very commercial brand that could also act as a mouthpiece to inspire others to think differently.
“With Soaper Duper, we aimed for a combination of incredibly commercial, but also ‘good’. To present at least partial solutions to challenges like the environment and our water supplies, through doing what we do every day, and through a commodity product and the conversation opportunity around it.”
The brand founder notes that its ethos taps directly into a wider shift in the industry towards sustainable packaging.
“With more and more companies such as Unilever and P&G recently announcing commitments to 100% recyclable, reusable or compostable plastic packaging, Soaper Duper is proud to be at the forefront of plastics progress,” she says.
“Last year, Tesco was the first UK-based grocery retailer to announce it had achieved the elimination of ocean contaminating plastic microbeads from its household cleaning and personal care products, a full year ahead of the UK’s Regulatory deadline.”
The distribution deal suggests Tesco is equally confident in the consumer appetite for brands with ethical and sustainable profiles.