Procter & Gamble has launched innovative new brand Duo into the personal care market, which promises to be a cross between a bar soap and a body wash.

The product is said to have been created to cater to a gap in the market that use both soap and body wash, and is a dual-sided body cleansing buffer. The dual product can be found under the Olay, Ivory and Old Spice brands.

Stephanie Robertson, Associate Brand Director for P&G’s Personal Cleansing North America division, said, “The rise of the ‘dual user’ was an indication to us that there is a void in the market, which is leading to compensating behaviors – people using both a bar and body wash. Duo is our answer to reimagine the shower experience all together.”

According to the company, Duo is a flexible cleanser that has a two-sided implement; a smooth side to cleanse the skin and a scrub side to exfoliate and renew skin.