A 2003advertisement for Caress soap reflects the more liberal outlook of the new millennium. In this case we view the image of a young female's naked waist, abdomen, hips and thighs lying in front of a mauve background. A lavender bar of soap rests in the curvature of the waist. A box of soap is in the far right corner of the page. The text tells us that the soap's conditioners and fragrance will leave us "feeling" more beautiful. Bold type invites us to "Put on something new" suggesting that today our essential nakedness can be enhanced by Caress. Somehow or other this soap is going to make us sexy. It is, however, obvious that in a world full of beauty products expectations for soap have diminished.