Like other personal care marketers Colgate is targeting men with launch of its new Irish Spring body wash. Sales of body wash were up 22% last year vs. 2004 to $595 million (excluding Wal-Mart), according to data from Mintel. Meanwhile, deodorant bar soaps—such as Irish Spring—fell 23% to $240 million in the period, and non-deodorant bars grew just 1.4% to $458 million. Men have become a target for body washes. Last year, there were 51 body washes/shower gels where the maker noted that the p...