12.10.23
With winter among us, many cold-bodied consumers are jumping into a hot shower to warm up. And while they’re enjoying the water relieve tension from sore muscles, they’re using their half-hour showers as spa time to do, well, everything—from washing and conditioning hair, to cleansing their body and even exfoliating and shaving while they’re at it.
The Everything Shower
The concept isn’t a new one, but it’s been given a name that Gen Zers are calling the “everything shower.” Just as some consumers opt for everything on their pizza or burger, the same is applying to their bath time ritual.
Routines differ. Some have as many as a 20-step shower regimen, or however long the warm water holds up! In any event, the trend performs exceptionally well on TikTok.
According to analysts from New York City-based trend tracker Spate, the “everything shower” receives an average of 7.5 million views a week on TikTok, with a high post count and a low paid views share. Creators love plugging their favorite products when showcasing their routine, which is why it makes a great trend for brands to hop on, especially with the seasonal scents brands are offering for the holidays, analysts say.
However, it isn’t as sponsored as other bath and body trends. A mere 26% of videos are paid content. Currently, the top brand viewed alongside the everything shower is Olay with the hashtags Olay Partner, Dyson Air Wrap and Tree Hut.
Cold Plunges
Cold plunges -- which have been described as equally crazy and amazing -- are touted for their physical and mental benefits, including reduced inflammation, a mood boost and alleviation of muscle soreness. The top search per Spate is for a cold plunge tub, often limited to those with the space or funds to afford such a luxury. However, because it’s top of mind for consumers, an opportunity exists to integrate it into brands’ beauty marketing, per analysts.
For example, Olehenriksen’s Cold Plunge Pore Mask garners an average of 6.6K searches. Related searches such as DIY, near me, and benefit are the fastest-growing searches alongside cold plunge, indicating strong curiosity for the trend, as well as an interest in alternative ways to experience what analysts are calling a “wellness phenomenon.”