The 2022 Rebranding: A New Look and a New Formula
In February 2022, Colgate-Palmolive, the company behind Irish Spring, introduced a major rebrand of the iconic soap. The changes were extensive, affecting both the product's formula and its outward appearance. The new, more modern brand mark featured a stylized clover and a fresh, updated design aimed at attracting a younger consumer base. The most significant changes, however, were inside the packaging. The classic "Original" scent was renamed "Original Clean," and its formula was altered to include flaxseed oil. This ingredient change, coupled with a different fragrance, was positioned by the company as a way to "bring new and exciting experiences" and provide "improved benefits for the skin".
Why Did Colgate-Palmolive Change the Formula?
The rationale behind the change, according to Colgate-Palmolive, was to refresh the legacy brand for a new generation of users. The company sought to create a more sophisticated and modern version of the classic soap, aligning with contemporary trends in personal care. They also updated the packaging to be more sustainable, with new body wash bottles made from 50% post-consumer recycled plastic. While the company's intention was to innovate, the execution proved divisive, and the change backfired with a large portion of its loyal, multi-generational customer base.
The Consumer Backlash: Why Long-Time Users Were Unhappy
Following the 2022 rebranding, consumer feedback was swift and overwhelmingly negative. Social media platforms, customer review sections on retailer websites, and online petitions quickly filled with complaints from disgruntled users. Many compared the move to the infamous "New Coke" marketing blunder, arguing that the company had ruined a classic product.
Common consumer complaints included:
- Unpleasant New Scent: Many users found the new "Original Clean" scent to be drastically different and unpleasant, with some describing it as chemical-like or artificial. The signature, crisp aroma of the original formula was gone, and no longer served as a nostalgic bathroom freshener for some.
- Slimy and Grimy Feel: A frequent complaint was that the new bar soap felt slimy on the skin during and after washing, leaving a residue rather than the classic squeaky-clean finish.
- Poor Longevity and Durability: Customers reported that the new soap bar dissolved much faster in the soap dish, leading to a shorter product lifespan and a need to purchase replacements more frequently.
- Skin Irritation: Some users with sensitive skin reported experiencing allergic reactions, irritation, and breakouts from the new formulation, indicating a potential change in compatibility for some individuals.
Old Formula vs. New Formula: A Comparative Look
To understand the root of the consumer discontent, it is helpful to compare the two formulas side-by-side. The changes went beyond just the fragrance, altering the very chemistry of the product.
| Feature | Old Irish Spring Formula (Pre-2022) | New Irish Spring Formula (Post-2022) |
|---|---|---|
| Scent | Classic, recognizable "Ulster Fragrance"; fresh and strong | Different, often criticized "Original Clean" scent; considered weaker or chemical-like |
| Ingredients | Included Sodium Tallowate and Sodium Cocoate, common in traditional soaps | Updated to include flaxseed oil and a different blend of ingredients |
| Lather | Known for a rich, robust lather that many users preferred | Described by some as having less effective lathering properties |
| Feel | Left skin feeling squeaky clean and fresh | Often described as leaving a slimy or greasy residue on the skin |
| Bar Longevity | Maintained its shape and lasted a long time in a soap dish | Dissolves more quickly, leading to faster product consumption |
The Aftermath and Seeking Alternatives
The strong negative feedback has led to a significant portion of long-time Irish Spring users abandoning the brand in search of a new preferred soap. The company has acknowledged the complaints online but continues to stand by its new product, sharing that the feedback was passed to their team. While the company's intention to modernize and enhance the product was clear, it appears to have come at the cost of alienating the loyal customer base that appreciated the original formula's consistency and classic characteristics.
For consumers who miss the original Irish Spring, finding a suitable replacement has become a quest. Many have shared their favorite alternatives online, often citing other brands known for a strong, classic scent and a clean-rinsing feel. This includes other traditional deodorant soaps or specialty bar soaps that replicate the desirable qualities of the original formula. The search has shown that for many, the old Irish Spring was more than just a soap—it was a consistent, reliable part of their daily routine.
Conclusion: A Cautionary Tale of Rebranding
The story of what has happened to Irish Spring soap serves as a cautionary tale for companies considering a major product overhaul, especially for a long-standing and beloved brand. The 2022 formula change, while intended to attract a new audience with a modern feel and updated ingredients, failed to meet the expectations of its most loyal customers. The addition of flaxseed oil and the alteration of the classic scent created a new product that felt inferior and different to many, prompting an intense backlash. The lesson learned is that when a product is cherished for its consistent, dependable qualities, even a well-intentioned rebrand can have significant consequences if it fundamentally alters the core experience that customers have relied upon for decades. For those who miss the old bar, the only recourse is to search for a new go-to product that can fill the sudsy, refreshing void left behind. For the latest on the parent company's efforts, see their website at colgatepalmolive.com.
