Beyond the bottle
How Softsoap turned functional purchases into holiday traditions
It's been a true co-collaboration with Walmart merchants. They've been really hands-on in the process.
Using Scintilla, Colgate-Palmolive discovered that seasonal shoppers weren’t just buying soap—they were creating a festive atmosphere. The insights revealed that 40% of seasonal shoppers purchased multiple product variants in a single trip. By expanding the program to offer a variety of seasonal scents, the brand attracted new shoppers and increased basket size. Today, the Softsoap seasonal program is more than five times its original size, continuing to drive incremental seasonal growth at Walmart.
The opportunity: Uncover category whitespace
Colgate-Palmolive wanted to bring Softsoap’s mission—delivering accessible moments of joy—to life while driving category growth at Walmart. Using Scintilla, the team analyzed shopper needs and identified an emerging whitespace: the seasonal enthusiast, a distinct shopper with specific seasonal needs and trip missions. Understanding what motivated these shoppers gave Colgate-Palmolive a new way to think about the role Softsoap could play in seasonal occasions.
The approach: Turn shopper insights into action
Understand the shopper
Colgate-Palmolive used the Shopper Behavior Basket report to dig deeper into the trip mission and understand how seasonal enthusiasts built their baskets. The analysis revealed a broader seasonal mission spanning décor, food, pet treats, and more. This highlighted an opportunity to turn hand soap from a functional purchase into an incremental addition to the seasonal basket.
Validate the opportunity
Next, the Source of Value and Switching reports showed that seasonal purchases could be incremental to the category, rather than replacing everyday soap purchases.
The team then used Customer Perception to hear directly from verified Walmart shoppers on their seasonal preferences in the Liquid Hand Soap category. Feedback on scents, packaging, assortment, and purchase intent helped shape a seasonal offering tailored to shopper needs.
Bring the insight to life
Colgate-Palmolive brought the findings to their Walmart merchant, where they aligned on a seasonal Liquid Hand Soap program designed around customer needs. The teams then collaborated to create an assortment featuring trend-forward designs and fragrances that were fun, accessible, and “sink-worthy.”
The results: A seasonal idea built to grow
What began with an insight about seasonal shoppers evolved into an ongoing program with repeatable success.
Since the launch, the program has grown more than five times its original size and has expanded across assortment, shelf presence, and seasonal moments. Additionally, more than 20% of Walmart Liquid Hand Soap category shoppers tried seasonal items, and 52% of Softsoap seasonal buyers were new to the category. Shoppers also purchased multiple seasonal offerings in the same basket, helping drive higher basket spend.
As shopper preferences evolve, Colgate-Palmolive continues to use Scintilla insights to inform a refresh of designs, fragrances, and sizes, helping to create new opportunities to keep the program relevant and drive category growth.
