And You Thought
Soap Was
Utilitarian
And Boring
Thursday, December 1, 2005
Wisconsin State Journal
by James Edward Mills
Since 1972 Chuck Bauer and his partner, Chuck Beckwith, have brought to
Madison fresh-scented pleasure with a broad assortment of personal care
products.
Working originally from a blanket on the Library Mall on the UW-Madison
campus, Bauer and Beckwith sold products they made themselves or imported
from Europe.
With a store on State Street since 1982, the partners offer soaps, lotions,
perfumes and accessories for gifts and daily use.
"When we started there were almost no alternatives, no choices," Bauer
said. "It was the supermarket for about four kinds (of soap) or the drug
store for 12 kinds. That was true of shampoo or any kind of body care and
hairbrushes before they became a specialty category for anyone."
Today The Soap Opera competes in a market packed with retailers and
suppliers of personal care products. Bauer said he and Beckwith stay ahead
of trends by focusing on the needs of their customers, listening to their
specific interests and providing them with distinctive items. "Things that
are made in smaller quantities, higher quality, with unique packaging and
ingredients," Bauer said.
But the shop also concentrates its offerings to the areas Bauer and
Beckwith know best. "The first thing you probably notice right off the bat
is that we have a narrow category, body care," Bauer said. "But in that
category we have total depth and very good service. We're not selling
towels and bathrobes, things that would dilute the focus. I think people
are impressed by that clarity of focus."
One of the shop's specialties is decorative soaps with suspended images
floating inside. Reindeer, smiley faces, fish swimming in a seascape and
breast cancer awareness ribbons let the buyer choose an item that matches
the interest or personality of the person using it.
Bauer said a gothic skull and crossed bones bar of soap sells great at
Halloween but still does well year round. "If you have a nephew that hates
everything, he'll love this," he said. "And that's the name of the game.
Keep them smiling."
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