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Millennials embrace 'social mission brands'.

ALEXANDRIA, Va. -- Millennials are three times more likely to choose a "social mission brand" than a conventional brand, according to SoapBox Soaps LLC, a supplier of personal care products with a social mission--to bring soap and clean water to individuals and families in need around the country and elsewhere in the world.

The company has adopted a "buy one and we give one" model that supplies a bar of soap or a month's supply of water to someone in need each time one of its products is purchased.

Buyers can learn exactly where the donated product is going by using the "Hope Code" printed on each SoapBox package. The code can be entered at the company's website for specifics about donations and their destinations.

Of course, consumers also buy the company's soaps, shampoos, conditioners, lotions and body washes because they work and are free of sulfates, parabens and phthalates, the company says.

SoapBox, founded in 2010, recently updated the branding of its everyday line with a new look that features cleaner lines, a balance of color and white space, and clear mission messaging. "The products increased in size, providing more value to the consumer and retailer," the company says.

"SoapBox Elements, SoapBox's all-natural line of bar soaps, has seen success in the natural channel and is poised to reach the 100%-natural consumer in FDM," notes the company, adding that its products have been sold through Target, Whole Foods, Giant Eagle, Winn-Dixie, H-E-B and Hy-Vee stores, among others.

SoapBox says that about two-thirds of its soap bar donations are made to shelters and food banks in the United States. The company entered a partnership with Global Soap Project, an organization that collects hotel soap remnants and remakes them into new bars. Internationally, it works with various organizations, including those that train locals in soap making and give guidance on how they can start their own businesses.

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Title Annotation:SUPPLY SIDE
Publication:MMR
Date:Mar 7, 2016
Words:316
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