Soap & Glory Gets Muddy to Clean Up in Sales

Soap and mud are a natural fit. With that in mind, Walgreens Boots Alliance-owned Soap & Glory has signed on to be the first exclusive beauty sponsor of all Tough Mudder’s North American Challenge events.

The partnership of the series of hardcore 10 to 12 obstacle races in the mud designed by British Special Forces kicks off this month with activations at 21 events through November. Soap & Glory will transform the Tough Mudder shower and female locker rooms into pink tropical oases to help publicize the launch of the brand’s new exotic bath and body fragrance range called, appropriately, Call of Fruity.

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