&SOAP – STEP BY STEP
26th May 2017
Although they look like skin care products, these sleekly packaged soaps and sprays are actually for cleaning your house, rather than your face. The Step by Step line is the first under the &SOAP brand, which looks to revitalise the way we view household chores. The design of the bottles and and boxes are definitely a welcome step away from the usual flowers and generic “swooshes of cleanliness” that usually emblazon our cleaning things.
By breaking the routine of cleaning into steps, indicated by the number on the packaging, the amount of overall cleaning necessary is supposed to be made more manageable. Step 1 may only need to be done every month, perhaps, while Step 3 might be done more frequently. It also aims to create a system that makes it easier to share household work, specifically between men and women. Recognising that women in Japan are enormously more likely to be tasked with domestic chores, the brand hopes to open a dialogue to lead to a more equal load between partners by using the Steps in turn.