Comments on: ZUM Soap, and Reconsidering Consumer Involvement

By: Salah

Salah — Thu, 13 Aug 2009 19:13:17 +0000

We sell Zum soap and other all-natural body care products at our company Soap Hope (http://www.soaphope.com), and we invest 100% of the profits into microloans for women in poverty. We call this concept “Good Returns” – consumers purchase the brands they are looking for, the profits support a social good, and there is still an ROI for investors.

By: Joan Saez

Joan Saez — Wed, 20 Dec 2006 11:38:11 +0000

We’ve made an entire business (http://www.OrganicSoapAndSpa.com)out of high end soap. The benefits, both perceived and real, are the organic contents, lack of chemicals, careful attention to the details. Interestingly, our buyers are predominantly MEN, which surprised us a bit, and the most expensive bars are our best sellers.

By: Nedra Weinreich

Nedra Weinreich — Thu, 14 Dec 2006 15:23:59 +0000

Soap is actually the example I use when I’m doing trainings to illustrate the difference between rational and emotional benefits (and which is stronger). Every soap is going to get you pretty much equally clean. But it’s not just the luxury soaps that appeal to the emotions, but the one that you grew up with, or the one that makes you feel sexy or the one that makes you feel like a smart consumer because you spent less on what, after all, is just a stupid bar of soap!

By: gianandrea facchini

gianandrea facchini — Thu, 14 Dec 2006 14:35:43 +0000

sara, we can’t live in a wal-martized world. the good old value for money is still alive and kicking: more and more people is ready to pay for emotion, dream and feeling of belonging (otherwise the entire fashion system were dead since years)

By: Lewis Green

Lewis Green — Thu, 14 Dec 2006 13:16:51 +0000

Sara,
I’m with you. Those who know me best give me high-end organic soaps. It’s the Starbucks effect. I believe the soaps offer more value than the 3 for a $1 soaps do. It’s about perception and emotional responses.