by Niyi Adekanye

An unlikely challenger is emerging in the country’s multi-billion naira beauty soap market.It is known as

Hawaii soap from Evans Industries. In recent weeks, Evans has launched an aggressive TV advertising campaign

to promote Hawaii soap. It obviously aims to get a toe hold in the multi-billion naira per annum luxury bath

soap segment of the toilet soap market.
But there are formidable players in this market – Lux, Joy, Irish Spring,Imperial Leather,Camay, among others.
Then there are the anti-bacterial bath soap brands—Tetmosol,Dettol.Premier- which recently made waves, cashing

in on a new consciousness for personal hygiene.
Hawaii is Evans’ second upscale bath soap after Eva. Launched a few years ago, and backed by extensive

advertising, Eva has managed to secure a foothold in the market. Now, Hawaii is making an attempt to increase

Evans’ share of the bath soap market.
So far,Evans has made an aggressive ad campaign push for Hawaii,splashing big money on late night news ad

segments on national and some regional TV channels such as NTA Network News and Channels. Hawaii can also

count on the extensive distribution muscle of the Ekulo Group which owns Evans Industries.