Soap is underrated, gets own institute

The sexiest of beauty products the humble soap is not - still, it accounts for a fifth of the bath and shower market in Europe and the US. Now, a new French institute aims to market soap the way it deserves.

Brands such as Lush or Compagnie de Provence have already done their part to brand soap as a luxury product, but founder of the Institut du Savon (the first official soap institute in the world) Laurent Bousquet thinks it's not enough.

Being interviewed by Premium Beauty News this week, he made clear that his approach to promoting soap worldwide will center around the sustainability of the product: "Indeed, its manufacturing process can be friendly with the environment," he said. "There are some saponification techniques that use neutral oils or refined fatty substances thus allowing making soap without any rejection and thus no pollution. [...] Soaps are also biodegradable. They are easily removed in sewage treatment plants and have very low toxicity if released into the environment."

Bousquet also hopes to foster research and innovation in the field with his newly created institute. In any case, expect a wave of stylish, organic soap labels to arrive shortly. To read the whole article on Premium Beauty News, click here.

http://www.institutdusavon.fr