Groundbreaking soap makes the jump from Asia

By Simon Pitman

- Last updated on GMT

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Japanese film and packaging manufacturer Aicello is about to launch
a new form of soap on the US market that has proved to be a big hit
in Japan and elsewhere in Asia.

Known as Fusion for the US market, this dissolvable film soap can be custom-made to suit a variety of cosmetic and personal care applications ranging from make-up remover to antibacterial hand cleaner and even a shaving moisturizer.

Each leaf of soap is designed for the convenience of personal care consumers seeking on-the-move or no mess solutions, with each sheet formulated to instantly dissolve in water where it forms a lather.

The innovation will be marketed on a business-to-business basis, providing cosmetic brands with increased possibilities in the booming on-the-go and convenience market, which is growing significantly as time constraints make lifestyles increasingly hectic.

"We have manufactured hand soaps for many years, but it took two years of extensive development to formulate and meet cosmetic facial quality in conjunction with our soap supplier,"​ said Carlton Wong, Aicello North America sales manager.

"It's the most difficult soap to design for, to be soft and moisturizing while passing stringent consumer testing to ensure no drying effect for any skin type."

The company says it is launching the film soap in the US on the back of a significant success in the Asian market, where other applications including shampoo and conditioner, exfoliating scrub and even a body wash have made it popular, particularly with women who travel a lot.

In Asia the soap films have proved a particular success with hand soap manufacturers and they have also been sold as a soap for children at Toys R' Us stores in Japan.

The company says that in the US the product will be made available as a cosmetic film strip that will be manufactured in a variety of sizes, formulations, fragrances, colors and branded packaging.

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