by Sanya Ademiluyi

Dettol brand has launched a new variant of its antiseptic toilet soap into the market.The new variant is known as Dettol Even Tone. A footnote on the soap wrapper says “with its  unique quality,removes dirt and germs, giving you the confidence of an healthy, even toned skin.”  Formulated as an anti-bacteria’ toilet soap,Dettol Even Tone appears to be putting older and far fancier toilet soap brands on notice that it is ready to compete strongly in this market segment.Well,actually the older bath/toilet soap brands have been on notice for over two years since Dettol first rattled them by successfully breaking out of its antiseptic soap niche to fight for a piece of the bigger toilet soap market.
Big players such as PZCussons and Unilever have had to respond to the Dettol threat sprung by its parent,Reckitt Benkinser.Dettol’s newly-created anti-bacterial range has been a threat to leading brands as Joy,Premier ,Imperial Leather (PZCussons),and Lux (Unilever).
Now,with Even Tone even Dove,Unilever’s unique mousturiser soap, is within Dettol’s radar.
But the big toilet soap brands have also fought back gamely against Dettol’s challenge.PZCussons tapped Premier its popular toilet soap to launch a new range of anti-bacterial soaps.Then,it adopted a fresh startegy of refreshing the brand by luanching several variants such as ‘Luxuriant milk’,’Roses.’ Unilever on its part,dusted up old brand,Lifebouy which it adopted to launch its own range of anti-bacterial toilet soaps.But shorthly after that,Unilever has maintained its focus on strengthening its major bath soap brands—Lux,and Dove.Lux is being constantly refreshed with the introduction of new fragrance variants which have helped keep consumers attracted to the brands.These include Soft Caress and Soft touch.