The bath and shower market sector has certainly progressed since the days of using a bar of soap.
That said, many liquid toiletry products still contain the basic SLES, Betaine systems that are thickened by salt. This system is extremely cost effective, but not necessarily the best for your skin. It probably won’t help your product to stand out in a cluttered market, either.
Fragrance, colour and tip-ins are all important in this market sector.