Is there any act more mood-boosting than the unwrapping of a fresh cake of soap?
Despite liquid hand-wash and body gels in recent years cleaning out what was once a sturdy fixture in British bathrooms, the pleasure of installing a smooth, solid, sharply fragrant bar on the side of the sink cannot be underestimated.Soap has always had an old-fashioned, decorous whiff. In Virginia Woolf’s novel, the characters comment on cleanliness at least once every 10 pages, keen to establish their own respectability in reference to personal hygiene.
The pandemic has only made us more assiduously hygienic – and prompted us to fall back in love with bars: sales of prestige hand soaps have boomed in recent months, according to research by the NPD Group. In the week beginning 8 March 2020, sales increased 102 per cent compared to the same period in 2019. It follows a general trend that took hold last year, when Kantar Worldpanel reported that sales of soap rose by 3 per cent nationally.
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