Soap & Glory Gets Muddy to Clean Up in Sales

Soap and mud are a natural fit. With that in mind, Walgreens Boots Alliance-owned Soap & Glory has signed on to be the first exclusive beauty sponsor of all Tough Mudder’s North American Challenge events. The partnership of the series of hardcore 10 to 12 obstacle races in the mud designed by British Special Forces kicks off this month with activations at 21 events through November. Soap & Glory will transform the Tough Mudder shower and female locker rooms into pink tropical oases to help publicize the launch of the brand’s new exotic bath and body fragrance range called, appropriately, Call of Fruity. The Tough Mudder deal follows on last year’s link with Live Nation where Soap & Glory erected vintage garages at four of the entertainment giant’s festivals. The garage offered beauty tune-ups. Activations have become a major avenue to gain exposure to the brand, which Walgreens Boots Alliance acquired from founder Marcia Kilgore in 2014. Industry sources estimate sales have soared since then from an estimated $100 million to close to $300 million. The brand is well-positioned, experts said, as demand for bath and body items heat up. “Soap & Glory has a look, feel and smell that you can’t fail to

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