# Limited Edition Flexible Soaps Bath & Body Works is Bringing Back Its Shapeable Soaps By Mishal Omar | Published 2017-07-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shapeable-soap References: [refinery29](http://www.refinery29.com/2017/07/161693/bath-body-works-shapeable-soaps) & [bathandbodyworks](http://www.bathandbodyworks.com/home) The popular body care and fragrance brand [Bath & Body Works](https://www.trendhunter.com/trends/bath-body-works-fall-2025) is bringing back its [unique Shapeable Soap](https://www.trendhunter.com/trends/jukebox) product this summer for a limited amount of time. The Shapeable Soaps were first introduced by the brand in 2009 and were eventually discontinued – and the brand decided to bring them back this year due to popular demand. They will be offered in three new summery scents, including a Poolside Pop that smells like pink lemonade, a Cabana Breeze that smells like coconut, and a Liquid Sunshine that smells like sandalwood and sea salt. The Shapeable Soaps come in a [foam or mousse-like formulation](https://www.trendhunter.com/trends/allkinds-whipped-shower-foam) that is sprayed out of its can and comes out in solid, colored soap strings. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 83% | Activity: 85% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Limited-edition Body Care Products:** Continued demand for out-of-the-box products presents an opportunity for brands to create and market limited-edition body care products that will entice consumers to try something new. - **Innovative Soap Formulations:** Opportunities exist for companies to experiment with innovative soap textures and formulations, such as Bath & Body Works' Shapeable Soap, in order to stand out in the competitive body care market. - **Summer-themed Scents:** Brands can capitalize on seasonal themes by releasing limited-edition scents that are perfect for summer, as seen with the new summery scents offered by Bath & Body Works. ### Where This Applies - **Beauty and Personal Care:** The beauty and personal care industry has an opportunity to innovate their product lines by offering unique product formulations and packaging like the Shapeable Soap from Bath & Body Works. - **Consumer Packaged Goods:** Inventiveness in consumer packaged goods can be achieved through product launches that create buzz, such as Bath & Body Works' limited-edition Shapeable Soap lineup. - **Retail:** Innovation opportunities are present in the retail industry, where new and exciting product lines can disrupt the market, attract customers, and drive sales. ## Related on Trend Hunter - [Spooky Summer Fragrances](https://www.trendhunter.com/trends/bath-body-works-summerween.md) - [Nostalgic Bodycare Revivals](https://www.trendhunter.com/trends/discontinued-retro-products.md) - [Nostalgic Bath Product Lines](https://www.trendhunter.com/trends/national-bubble-bath-days.md) - [Seasonal Summerween Capsules](https://www.trendhunter.com/trends/summerween-1.md) - [Fragrance-Forward Bodycare](https://www.trendhunter.com/trends/fragrance-forward-bodycare.md) - [Collectible Girl Group Soaps](https://www.trendhunter.com/trends/lush-x-katseye.md) - [Cartoon Anniversary Soap Bars](https://www.trendhunter.com/trends/nautical-nonsense.md) - [Luxe Aromatic Detergents](https://www.trendhunter.com/trends/white-barn-fabric-care.md) - [Soap-Embedded Body Scrubers](https://www.trendhunter.com/trends/body-smoosh.md)