Ivory Soap Lets Moms 'Dish' with a Star

Melissa McCarthy helps launch Ivory Soap's new look in NYC

NY, NY (November 22, 2011) One of the most trusted brands in America may have a new look, but the formula has never changed.

Ivory, most famously known for its purity and floatability, announced its official Facebook page,, to compliment its new ad campaign and modern branding at a launch event at the Metropolitan Pavilion on Monday, Nov. 7. The white-walled Gallery served as a perfect backdrop for the soap that is 99.44% pure.

The media-only event included guest appearances by Mario Lopez, Abby Elliot, Katrina Bowden and Ivory spokeswoman Melissa McCarthy. As guests made their way down the white carpet, they were greeted by hors d'oeuvres and cocktails specially created to reflect Ivory’s three scents: original, lavender and aloe.


McCarthy joined members of the Ivory brand team to convey their excitement about reintroducing a simple, reliable product to consumers who are looking for little, cheap ways to pamper themselves in a down economy.

McCarthy, the Emmy-winning actress best known for her breakout role in Bridesmaids, related her personal experience with Ivory soap from childhood through parenthood to a crowd of 100 attendees.


“It reminds me of my sister and I taking crazy baths when we were really tiny,” said McCarthy.  “Then I see my own little girls in the tub together, wrestling and fighting over a bar, and I think ‘ah, it’s just like me and Margie.’”

Ivory soap fans will be able to ‘dish’ with McCarthy on the newly launched Facebook page where she will host honest and open conversations about everything from marriage to parenting, including hiding from kids in the bathroom.

Event guests were able to explore the new page at Ivory computer kiosks. They also tested their carving skills on two 600 pound blocks of Ivory soap and received customized photos of themselves in a larger-than-life soap dish.


The Facebook page and Soap Dish were developed by Citizen Paine in Irvine, Calif. The ad campaign was designed by Wieden & Kennedy, based in Portland, Ore. Synergy Events created and managed the event for Citizen Paine.


Photos Courtesy of  The Mama Report & Kelly Gayara for Synergy Events