Pears transparent soap is a brand of soap first produced and sold in 1789 by Andrew Pears at a factory just off Oxford Street in London. It was the world's first transparent soap and according to Unilever records, Pears Soap was the world's first registered brand.
Andrew Pears began to experiment with soap purification and eventually managed to produce a gentle soap based on glycerin and other natural products. The clarity of the soap gave it a novel transparent appearance which provided a marketing advantage. To add to the appeal, Andrew gave the soap an aroma reminiscent of an English garden.
Although some levels of investment are
required, focus is the key element in extracting
value from “heritage” brands.
By 1910, A. & F. Pears Ltd. became part of Lever Brothers and production moved to Port Sunlight in North West England.
The fascinating story continues; In 2003 Cert Brands Ltd are awarded the distributorship of Pears soap for the UK and Europe.
Despite a loyal consumer following, Pears Soap had fallen out of favor during the eighties and nineties, with new dynamic brands dominating retailer’s shelves.
Cert Brands realized that “heritage” brands such as Pears could still deliver volume and value for the brand owner by increasing their market presence without impacting on the market leader’s position.
Although some levels of investment are required, focus is the key element in extracting value from “heritage” brands. By concentrating on the iconic Amber bar, Cert Brand’s were able to focus limited support spend, and over an 18 month period re – establish listings with all the UK’s major retail chains. Volumes grew significantly and additional sales channels established. Amber Bar became the fastest growing tablet soap brand in the UK.
With sales increasing significantly, both consumers and the trade were demanding new Pears products – a very different story from a few years prior. In a very short time, a liquid Hand Wash was introduced. This product gained 100% distribution within the major grocery retailers and was followed by Shower Gel which has also been a great success.
Over the next few years a rolling program of new product launches will add to the Pears family and help ensure that the Pears Story continues for future generations.