[2] Zest was initially positioned as a deodorant bar that included both standard soap and synthetic detergent ingredients.

In 2011, Procter & Gamble sold the North American and Caribbean rights of Zest to Brynwood Partners VI LP, a Stamford, Connecticut-based firm, through its subsidiary, High Ridge Brands Company (HRB).

In this case, we felt that Zest, with its great equity in 'clean'...and loyal core following in the U.S. and Canada, was a better value fit for a company that would bring greater focus to it.

A 1970-era commercial illustrated this concept with an apparent demonstration in which two photographs of a person were each dipped in one of two bowls, one labeled "soap" and the other "Zest."

Yet another commercial featured NFL fullback Craig "Ironhead" Heyward promoting the Zest bodywash product: a liquid in a plastic bottle.

In 2007, in a seeming about-face of their 'no soap film' policy, Procter & Gamble discontinued the old product and relaunched Zest with a size reduced by 11% (from 4.5 to 4.0 ounces), a new bar shape, and a new, more intense fragrance.