Liquid body wash gaining in popularity among men

09/8/2009 | NYTimes.com

The liquid body-soap market grew from $480 million in 2003 to $733 million in 2008, with formulas for men growing more quickly than those for women or unisex offerings. One recent launch is Nivea for Men Active 3, which can be used as a shampoo, body wash and shave gel, fitting with the perception that men prefer pitches based on utility, while women focus on pampering.

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