Procter & Gamble’s Olay, Ivory and Old Spice brands have launched Duo, a dual-sided body cleansing buffer that revolutionizes the look and feel of clean. It is the first time that a brand unites the clean of a bar, the care of a body wash and the experience of a puff to give users a multi-sensory, best of all worlds’ experience.

Recent studies have shown the ideal shower experience has evolved over the years. People are seeking products that go beyond basic cleansing; craving more benefits in one step. Bar soaps are perceived to clean well, but can trade-off on delivering soft, smooth skin. Body washes are perceived to lather and nourish well while providing a great scent experience, but can trade-off on deep clean and exfoliation. As a result, 34% of men and 44% of women in the U.S. say they are using both a bar and body wash in the shower.

“For over 130 years, from the launch of Ivory bar soap to the introduction of our body wash, Procter & Gamble has delivered innovative products based on evolutions in consumers’ needs,” says Stephanie Robertson, associate brand irector, Procter & Gamble North America Personal Cleansing. “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.”

Celebrated as “the never before seen two-sided clean,” the unique design of Duo boasts a flexible cleanser encapsulated by a two-sided cleaning implement – one side is smooth to soften and condition skin, while the other is scrubby, to exfoliate and renew skin surfaces. The flexible cleanser required a new formula consisting of the best cleaning powers of body wash and beauty bars as well as cellulose fiber to give the product its flexibility allowing it to conform to the body for an even closer clean. The scrubby side includes over 10,000 microscrubbers that provide a deeper clean than a body wash puff, while the soft side provides a cotton-like feel for gentle cleansing. The result is a deep, refreshing clean and noticeably invigorated, soft skin after every use.

Duo is available in Olay, Old Spice and Ivory featuring Olay and Old Spice’s most popular scents with Olay Soothing Orchid & Black Currant Spice Swagger and Pure Sport, and introducing a new scent from Ivory with Refreshing Clean. Duo is available now in select mass and food retailers and eCommerce nationwide for $9.99 – $12.99 (MSRP).