The retail world looks different now and there's a lot of uncertainty. Instead of highlighting the absurd products we normally do, we're looking at some of the things in the industry that made us smile.

This week, Lush created a soap to help making hand washing for the recommended amount of time easier, Domino's launched a Rain Check Registry for couples whose plans have been altered by the pandemic and Truly hard seltzer entered a new product category.

This, and more, in this week's retail therapy.

Lush rolls out '30-second soap'

The CDC has repeated some guidelines so many times over the past few months that they're basically ingrained in people's brains (and for good reason) — wear a mask, keep at least six feet from others and wash your hands thoroughly. And while, in theory, we all should have been practicing the last one for a long, long time, the reminder doesn't hurt.

But to help make washing your hands for the recommended amount of time even easier, Lush United Arab Emirates created a new product. The cosmetics company, creative agency ‿ and us, and Deliveroo teamed up to offer a "30-second soap." The product is designed to dissolve in 30 seconds after vigorous use and provides "users with a practical, educational demonstration of proper hand washing timings to keep both themselves and others safe," the company said.

Deliveroo and Lush will distribute the soap for free across Dubai in addition to making it available through its website.

"We've all heard how you're supposed to wash your hands for at least 30 seconds but in practice that's a lot more difficult to do than it sounds. Most people just assume that means they need to wash their hands for a little longer than usual, but ‘usual' for most people generally means five seconds or less," Fadi Yaish, founder and chief creative officer of ‿ and us, said in a statement. "With the 30-Second Soap, Lush and Deliveroo give their customers a one-off demonstration of how long 30 seconds actually feels like in practice, hopefully influencing their hand cleansing rituals in the future."

In a time of increased uncertainty and a lot on our minds, finding a product that takes the guesswork out of keeping ourselves safe and healthy sounds like a win to us.

Wedding registries take a rain check

Some couples started out 2020 with big plans for their perfect wedding, but as the coronavirus spread further across the world, many of those plans were put on ice. 

However, brands have stepped in to create campaigns geared toward those affected. In April, Busch Beer introduced a contest that included winning a year's worth of the brand's signature brew. And Miller High Life created a contest where some lucky winners would receive a wedding at their doorstep, complete with a photographer, an officiant and beer, in addition to $10,000 to be used on a future honeymoon or to cover the costs of canceled plans.

Now Domino's is rolling out its own promotion aimed at making rescheduling plans a little easier. The pizza chain this week created a Rain Check Registry, where "friends and family can send couples pizza to show their support."

Couples can create a registry on dominosweddingregistry.com and select e-gift cards and gift card packages, which include "Virtual Bachelorette Party" and "Vendor Call-A-Thon." However, the pizza chain said it also created an option where guests can send e-gift cards from any Rain Check or Wedding Registry packages even if the couple isn't registered.

Domino's in 2017 initially rolled out its Wedding Registry, which included a $60 "2 a.m. Bachelor Party Feast" and a $25 "Post-Honeymoon Adjustment to Real Life" pizza, among other things.

"We created Domino's Wedding Registry because pizza-loving couples have shared over the years how Domino's pizza was a part of their big day," Kate Trumbull, Domino's vice president of advertising, said in a statement. "With so many weddings being postponed or scaled back in 2020, we knew those couples might need some extra love from those around them, because everything is better with pizza."

Everyone's favorite frozen treat gets a boozy makeover

Summer is officially here, and while it may look a little different than years past, one thing's for sure: booze is still a go. Sure, you might be trading in your trips to the vineyard with trips to your backyard, but brands are stepping up to make sure your at-home beverage game doesn't lack — even in a pandemic. 

Last summer, hard seltzers grew in popularity. White Claw faced a shortage as its sales grew, and legacy beer brands like Bud Light and Corona entered the space. This year, spiked seltzer brand Truly is back, but with a new twist.

Tipsy Scoop, a liquor-infused ice cream brand, is using the brand's seltzer to infuse a new line of sorbet flavors. 

"Summer of Seltzer 2.0 is officially kicking off … No need for elaborate cocktails or homemade hard seltzer slushies when you could have an entire booze infused-dessert right at your fingertips, thanks to Truly of course," the brand said.

The flavors include strawberry lemonade sorbet, mango lemonade sorbet, lemonade ice cream and black cherry lemonade ice cream. There's also a $60 bundle available on Tipsy Scoop's website, which includes a pint of each of the frozen treats plus one can each of Truly Strawberry Lemonade, Truly Mango Lemonade, Truly Original Lemonade and Truly Black Cherry Lemonade.

Move over, Frosé. There's a new product here to take the top spot for frozen booze.