Elements range 1

Source: Baylis & Harding

Baylis & Harding is up 6.6% in value in grocery’s liquid soap category

Buoyant personal care brand Baylis & Harding has unveiled a liquid hand soap range called Elements Collection, inspired by interior design.

The three-strong lineup in a pump-action bottle comprises Marble Elements White Tea & Neroli, Stainless Steel Elements Fresh Lemon & Mint, and Wood Elements Oud Wood & Bergamot – all with added vitamin E, which helps maintain healthy skin.

The NPD was “a contemporary and stylish collection inspired by the latest interior design trends” said Baylis & Harding. “Following the momentum of the ‘home beautiful’ movement, the new Elements Collection builds on that and complements the latest in interior trends with stylish marble, stainless steel and wood-effect bottles.”

The new handwash (rsp: £2.25/500ml) would “be seen as aspirational style accessories for contemporary living” the brand added.

It comes as Baylis & Harding is up 6.6% in value in grocery’s liquid soap category. It is worth £14.8m on volumes up 0.6% [Nielsen 52 w/e 7 September 2019], following the addition of such innovations as Pink Fizz & Elderflower Hand Wash. However, the liquid soap overall market is in decline – down 6.3% in value and 7.4% in volume.