Melissa Meisel, Associate Editor11.02.15
An intrinsic component of daily hygiene, soap, bath or shower products can be found in nearly every household. Category sales have been steady due to innovation in novel ingredients, delivery system or even packaging.
“Industry players have added skin care benefits to personal cleansers as well as developing gender-specific products to boost business,” according to Molly Maier, category manager, health, household, beauty and personal care for Mintel. “Ease of use features also encourages spending as well as multiple usage SKUs.”
For the soap category, sales increased 2.7% to $4.7 billion as reported by Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass-market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Aug. 9, 2015. Liquid body wash/all others fared even better, with a 4.7% rise to $2.2 billion; liquid hand soap rose 5.3% to $736.5 million. Hand sanitizer sales surged 13.6% to $234.5 million while heavy duty hand cleaners fell 11.1% to $7.3 million. Non-deodorant bar soap sales were flat at $1.2 billion but reported sales of deodorant soaps, its more niche relative, slipped 6% to $422.5 million.
In its report, Bath and Shower in the US, Euromonitor noted that many bath and shower products now attempt to recreate a spa experience. This method of product promotion is likely to resonate with the thrifty and DIY (do-it-yourself) crowd that grew out of the previous recession. Offering a significant amount of relative value when compared with the price of visiting a professional spa, consumers are likely to be drawn to anything positioned as a premium product at mass prices. Many companies, both old and new, will try and make use of this trend by referencing terms surrounding spas, indulgence and restoration, as these establishments have traditionally catered to those concerned about both health and beauty.
Industry experts are also insisting that fragrance is a key player in personal cleanser commerce.
Take a Hint
“Fall scents” are definitely a trend as we go deeper into the season, noted Carrie Mellage, vice president of Kline’s Consumer Products Practice. “Marketers capitalize off the limited edition scents surrounding pumpkins, cinnamon, apples and cider. Examples of marketers who engage in this trend are Bath & Body Works and Ulta.”
Mellage added that holiday gift sets continue to be a trend, as well as continually incorporating hydrating ingredients into bath and body cleansers.
“As we enter the coldest months of the year, consumers are undoubtedly looking for products that hydrate their skin, so marketers enrich their products with hydrating ingredients,” she told Happi. “We have seen a difference in the way that marketers advertise for their bath and body products in the subsequent fall and winter months, utilizing more often in their bath and body packaging words like ‘hydrating’, ‘nourishing’ or ‘moisturizing.’”
Spongelle is new to the marketplace. The colder weather months are stressful to the skin due to a decrease in humidity, cold winds and heavy, often irritating clothes, explained Dr. Terrence Keaney, Dove Men+Care expert, Washington, DC. These factors lead to dry skin that is common in the winter months. To help combat this, men and women alike need to ensure their skin is adequately hydrated. Men especially should use a moisturizing cleanser like Dove Men+Care Clean Comfort Body Wash made with micromoisture technology to provide hydration.
Consumers are also becoming increasingly health-conscious, and therefore they look for more natural and organic product options, added Mellage of Kline. Independent marketers like Tata Harper, headquartered in Vermont but big in luxury outposts like Neiman Marcus and Sephora, are selling well in the category at this time.
Harper told Happi in an interview, “I’ve seen a lot of interest in products that change consistency as you use them—for example, gel products that evolve into a fine milk as you mix them with water, like the brand’s Purifying Cleanser. Also, cleansers purchased as dry powders and then mixed with water at home are popular for both body and face, for more of that DIY element.”
Surfactants that are derived from sugars are also very popular at the moment.
“They cleanse the exterior without dehydrating your skin, they’re super gentle but super effective,” Harper said. “Also, ingredients that not only cleanse the exterior of the skin but ones that really penetrate to provide a deep clean from within.”
Another independent company, Spongelle of Los Angeles, is reporting success for its bath sponges infused with cleansers which are said to last up to 30+ washes.
“Shoppers are continuing to look for additional benefits from their bath and shower products, as both a substitute for and a complement to more expensive spa visits,” CEO Elaine Binder explained. “Spongelle Beyond Cleansing delivers ‘4 in 1’ benefits while substituting the sponge, bottle of shower gel, scrub and lotion, in an all-in-one easy application.”
Getting to the Source
Treatment products that address specific issues like cellulite, eczema or dry skin are also popular in personal cleansers right now, noted DermStore chief merchandising officer Jani Friedman, El Segundo, CA. Products sold at this online beauty hub span from PCA Skin to L’Occitane to Avene.
In the mass market, one of the most anticipated launches is Aveeno’s lightly scented range of cleansers designed for sensitive skin. The new Aveeno Skin Relief Gentle Scent collection is now available at Walmart, CVS and Kroger and then merchandisers nationwide in January 2016. These unique dermatologist-tested, allergy-tested formulas are clinically shown to be as gentle on sensitive skin as fragrance-free alternatives, said the company. Formulated with Active Naturals Triple Oat Complex and Active Naturals Soothing Oatmeal, this gently scented and effective line is proven to soothe itchy, dry skin.
Also tapping the sensitive skin consumer, Curél’s new Itch Defense Body Wash is billed as a calming and hydrating cleanser that breaks the pattern and lavishes calming moisture. It contains a blend of cleansing agents mild enough for serious dryness and eczema-prone skin. The soap-free formula is made with a cationic ingredient, according to the company.
Shower Power
Shoppers today prefer liquid soaps over bar soaps, noted Mellage of Kline. That preference might be due to the growing concern over maintaining hygiene as bar soaps are prone to catch bacteria and dirt while lying open and unattended. Or, perhaps consumers just like the more complex liquid soap and shower gel formulations. For example, CA Botana’s Sea Enzyme Seaweed Citrus Shower Gel is billed as a detoxifying shower gel with a grapefruit-orange-lemon scent that creates a spa-like sensation in the shower or bath. The rich foam reduces the appearance of any skin irritations while cleansing, firming and toning skin, according to the company.
Brands like Bodycology, which is popular at mass merchandisers like Walmart, are skewing upscale too. Bodycology’s latest creation, Bronzed Amber Obsession, features a relaxing blend of amber, creamy vanilla and dulce de leche that creates a smooth, indulgent fragrance, according to the company. Top notes of golden peach, tangerine and apricot flower lead to mid notes of sueded amber, vanilla bean and jasmine. Dry notes of dulce de leche and creamy sandalwood complete the scent story. Meanwhile, vitamin E and grape seed extract provide conditioning and hydration.
Another mass market innovator, The Caress Forever Collection of body washes, incorporates first-to-market Fragrance Touch Technology that releases fine fragrance for up to 12 hours, according to Unilever. The Caress Fragrance Release Pearls technology releases bursts of perfume with every touch of the skin. The collection, consisting of Love Forever Body Wash and Adore Forever Body Wash, combines sensual floral notes to create unforgettable scents that deliver long-lasting fine fragrance released upon touch for up to 12 hours.
“With a society that runs on the convenience of touch technology, Caress is proud to be the brand that brought touch-activated fragrance to the body wash aisle,” said Jennifer Bremner, skin cleansing brand-building director, Unilever. “For the first time, the new Caress Forever Collection gives women a body wash that releases fine fragrance every time skin is touched for up to 12 hours, making them truly unforgettable.”
P&G’s Olay is also seeing success with the classic Olay Age Defying Body Wash. According to the company, Olay Moisture Outlast body washes are different from regular soap that can leave skin dry. Olay moisturizers and vitamin E nourish skin deep to reveal younger-looking skin as you shower.
Bar Code
For those seeking exotic scent stories in a uniquely giftable form, up-and-coming bath and body brand Senteurs d’Orient presents pure vegetal “Hammam Soap” bar on a rope. Created to mimic the Hammam or Turkish bath, Senteurs d’Orient created these SKUs so that bathers could enjoy a relaxing experience in a simplistic way. After use, the soap can hang in the shower, preserving its benefits and integrity while adding a sophisticated look to the bathroom. Scents range from Orange Blossom to Jasmine of Arabia.
Prestige skin care brand Korres is amping up its bar soap portfolio with three new selections for the season. The Korres Milk Soap, a creamy lather bar, leaves a velvety feel on the skin as it cleanses and heals. Milk proteins help reduce inflammation and support natural skin recovery—making this the ideal soap for those with sensitive skin. Almond oil, a moisturizing emollient, increases the appearance of skin elasticity. Meanwhile, Korres Pomegranate Soap effectively removes skin impurities with a mild, glycerin-based formulation. Pomegranate extract, with its antiseptic and toning properties, helps tighten the pores and tone the skin. And, the Korres Chamomile Soap is formulated with naturally calming ingredients—making it ideal for those with sensitive skin or redness. Chamomile extract features emollient and soothing properties to reduce irritation, while almond oil moisturizes and conditions the skin.
Natural components like clay and charcoal are big in soaps this season. For example, V76 by Vaughn for men, sold at outposts like C.O. Bigelow, features a desert lime scent and utilizes detoxifying mineral clay (Fuller’s Earth) and a nourishing oat botanical for an invigorating clean. In the mass market, Biore Pore Penetrating Charcoal Bar features a dual action formula to exfoliate while deep cleaning pores. This cleanser draws out and binds to deep down dirt and oil for 2.5 times cleaner pores than a basic cleanser, said the company. With jojoba beads and peppermint, the formula gently exfoliates and leaves skin feeling refreshed and smooth.
Yes To also has a charcoal formulation out in stores now in its Yes To Tomatoes skin clearing collection.
Bubbling Up
The demand for naturally positioned products in personal cleansers will increase with more marketers taking this approach, noted Mellage of Kline. Added product benefits in the form of moisturizing, exfoliating, anti-aging and odor protection will also continue to play an important role in the category. In addition, the growing male grooming market is expected to have a positive impact on the sales of the male-centric brands competing in the sector.
“We expect multi-purpose cleansers to rank high on our best-seller list because they solve several skin concerns at once,” added Friedman of Dermstore.
Ultimately, marketers must focus on new product development with value-added skin care benefits, demographic-specific products (gender, age, multicultural), and ease-of-use features to encourage spending and multiple product usage in personal cleansers, said Maier of Mintel. However, the category is becoming increasingly crowded and competitive—making it a challenge for brands to standout and build loyalty.
“Increasingly consumers are demanding that products they buy ‘do more.’ Just as people multitask, they expect the same efficiency in personal care products they use, Maier said. “Multitasking claims will continue to play a role in category innovation, especially as products cross over into other beauty and personal care categories.”
“Industry players have added skin care benefits to personal cleansers as well as developing gender-specific products to boost business,” according to Molly Maier, category manager, health, household, beauty and personal care for Mintel. “Ease of use features also encourages spending as well as multiple usage SKUs.”
For the soap category, sales increased 2.7% to $4.7 billion as reported by Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass-market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Aug. 9, 2015. Liquid body wash/all others fared even better, with a 4.7% rise to $2.2 billion; liquid hand soap rose 5.3% to $736.5 million. Hand sanitizer sales surged 13.6% to $234.5 million while heavy duty hand cleaners fell 11.1% to $7.3 million. Non-deodorant bar soap sales were flat at $1.2 billion but reported sales of deodorant soaps, its more niche relative, slipped 6% to $422.5 million.
In its report, Bath and Shower in the US, Euromonitor noted that many bath and shower products now attempt to recreate a spa experience. This method of product promotion is likely to resonate with the thrifty and DIY (do-it-yourself) crowd that grew out of the previous recession. Offering a significant amount of relative value when compared with the price of visiting a professional spa, consumers are likely to be drawn to anything positioned as a premium product at mass prices. Many companies, both old and new, will try and make use of this trend by referencing terms surrounding spas, indulgence and restoration, as these establishments have traditionally catered to those concerned about both health and beauty.
Industry experts are also insisting that fragrance is a key player in personal cleanser commerce.
Take a Hint
“Fall scents” are definitely a trend as we go deeper into the season, noted Carrie Mellage, vice president of Kline’s Consumer Products Practice. “Marketers capitalize off the limited edition scents surrounding pumpkins, cinnamon, apples and cider. Examples of marketers who engage in this trend are Bath & Body Works and Ulta.”
Mellage added that holiday gift sets continue to be a trend, as well as continually incorporating hydrating ingredients into bath and body cleansers.
“As we enter the coldest months of the year, consumers are undoubtedly looking for products that hydrate their skin, so marketers enrich their products with hydrating ingredients,” she told Happi. “We have seen a difference in the way that marketers advertise for their bath and body products in the subsequent fall and winter months, utilizing more often in their bath and body packaging words like ‘hydrating’, ‘nourishing’ or ‘moisturizing.’”
Spongelle is new to the marketplace. The colder weather months are stressful to the skin due to a decrease in humidity, cold winds and heavy, often irritating clothes, explained Dr. Terrence Keaney, Dove Men+Care expert, Washington, DC. These factors lead to dry skin that is common in the winter months. To help combat this, men and women alike need to ensure their skin is adequately hydrated. Men especially should use a moisturizing cleanser like Dove Men+Care Clean Comfort Body Wash made with micromoisture technology to provide hydration.
Consumers are also becoming increasingly health-conscious, and therefore they look for more natural and organic product options, added Mellage of Kline. Independent marketers like Tata Harper, headquartered in Vermont but big in luxury outposts like Neiman Marcus and Sephora, are selling well in the category at this time.
Harper told Happi in an interview, “I’ve seen a lot of interest in products that change consistency as you use them—for example, gel products that evolve into a fine milk as you mix them with water, like the brand’s Purifying Cleanser. Also, cleansers purchased as dry powders and then mixed with water at home are popular for both body and face, for more of that DIY element.”
Surfactants that are derived from sugars are also very popular at the moment.
“They cleanse the exterior without dehydrating your skin, they’re super gentle but super effective,” Harper said. “Also, ingredients that not only cleanse the exterior of the skin but ones that really penetrate to provide a deep clean from within.”
Another independent company, Spongelle of Los Angeles, is reporting success for its bath sponges infused with cleansers which are said to last up to 30+ washes.
“Shoppers are continuing to look for additional benefits from their bath and shower products, as both a substitute for and a complement to more expensive spa visits,” CEO Elaine Binder explained. “Spongelle Beyond Cleansing delivers ‘4 in 1’ benefits while substituting the sponge, bottle of shower gel, scrub and lotion, in an all-in-one easy application.”
Getting to the Source
Treatment products that address specific issues like cellulite, eczema or dry skin are also popular in personal cleansers right now, noted DermStore chief merchandising officer Jani Friedman, El Segundo, CA. Products sold at this online beauty hub span from PCA Skin to L’Occitane to Avene.
In the mass market, one of the most anticipated launches is Aveeno’s lightly scented range of cleansers designed for sensitive skin. The new Aveeno Skin Relief Gentle Scent collection is now available at Walmart, CVS and Kroger and then merchandisers nationwide in January 2016. These unique dermatologist-tested, allergy-tested formulas are clinically shown to be as gentle on sensitive skin as fragrance-free alternatives, said the company. Formulated with Active Naturals Triple Oat Complex and Active Naturals Soothing Oatmeal, this gently scented and effective line is proven to soothe itchy, dry skin.
Also tapping the sensitive skin consumer, Curél’s new Itch Defense Body Wash is billed as a calming and hydrating cleanser that breaks the pattern and lavishes calming moisture. It contains a blend of cleansing agents mild enough for serious dryness and eczema-prone skin. The soap-free formula is made with a cationic ingredient, according to the company.
Shower Power
Shoppers today prefer liquid soaps over bar soaps, noted Mellage of Kline. That preference might be due to the growing concern over maintaining hygiene as bar soaps are prone to catch bacteria and dirt while lying open and unattended. Or, perhaps consumers just like the more complex liquid soap and shower gel formulations. For example, CA Botana’s Sea Enzyme Seaweed Citrus Shower Gel is billed as a detoxifying shower gel with a grapefruit-orange-lemon scent that creates a spa-like sensation in the shower or bath. The rich foam reduces the appearance of any skin irritations while cleansing, firming and toning skin, according to the company.
Brands like Bodycology, which is popular at mass merchandisers like Walmart, are skewing upscale too. Bodycology’s latest creation, Bronzed Amber Obsession, features a relaxing blend of amber, creamy vanilla and dulce de leche that creates a smooth, indulgent fragrance, according to the company. Top notes of golden peach, tangerine and apricot flower lead to mid notes of sueded amber, vanilla bean and jasmine. Dry notes of dulce de leche and creamy sandalwood complete the scent story. Meanwhile, vitamin E and grape seed extract provide conditioning and hydration.
Another mass market innovator, The Caress Forever Collection of body washes, incorporates first-to-market Fragrance Touch Technology that releases fine fragrance for up to 12 hours, according to Unilever. The Caress Fragrance Release Pearls technology releases bursts of perfume with every touch of the skin. The collection, consisting of Love Forever Body Wash and Adore Forever Body Wash, combines sensual floral notes to create unforgettable scents that deliver long-lasting fine fragrance released upon touch for up to 12 hours.
“With a society that runs on the convenience of touch technology, Caress is proud to be the brand that brought touch-activated fragrance to the body wash aisle,” said Jennifer Bremner, skin cleansing brand-building director, Unilever. “For the first time, the new Caress Forever Collection gives women a body wash that releases fine fragrance every time skin is touched for up to 12 hours, making them truly unforgettable.”
P&G’s Olay is also seeing success with the classic Olay Age Defying Body Wash. According to the company, Olay Moisture Outlast body washes are different from regular soap that can leave skin dry. Olay moisturizers and vitamin E nourish skin deep to reveal younger-looking skin as you shower.
Bar Code
For those seeking exotic scent stories in a uniquely giftable form, up-and-coming bath and body brand Senteurs d’Orient presents pure vegetal “Hammam Soap” bar on a rope. Created to mimic the Hammam or Turkish bath, Senteurs d’Orient created these SKUs so that bathers could enjoy a relaxing experience in a simplistic way. After use, the soap can hang in the shower, preserving its benefits and integrity while adding a sophisticated look to the bathroom. Scents range from Orange Blossom to Jasmine of Arabia.
Prestige skin care brand Korres is amping up its bar soap portfolio with three new selections for the season. The Korres Milk Soap, a creamy lather bar, leaves a velvety feel on the skin as it cleanses and heals. Milk proteins help reduce inflammation and support natural skin recovery—making this the ideal soap for those with sensitive skin. Almond oil, a moisturizing emollient, increases the appearance of skin elasticity. Meanwhile, Korres Pomegranate Soap effectively removes skin impurities with a mild, glycerin-based formulation. Pomegranate extract, with its antiseptic and toning properties, helps tighten the pores and tone the skin. And, the Korres Chamomile Soap is formulated with naturally calming ingredients—making it ideal for those with sensitive skin or redness. Chamomile extract features emollient and soothing properties to reduce irritation, while almond oil moisturizes and conditions the skin.
Natural components like clay and charcoal are big in soaps this season. For example, V76 by Vaughn for men, sold at outposts like C.O. Bigelow, features a desert lime scent and utilizes detoxifying mineral clay (Fuller’s Earth) and a nourishing oat botanical for an invigorating clean. In the mass market, Biore Pore Penetrating Charcoal Bar features a dual action formula to exfoliate while deep cleaning pores. This cleanser draws out and binds to deep down dirt and oil for 2.5 times cleaner pores than a basic cleanser, said the company. With jojoba beads and peppermint, the formula gently exfoliates and leaves skin feeling refreshed and smooth.
Yes To also has a charcoal formulation out in stores now in its Yes To Tomatoes skin clearing collection.
Bubbling Up
The demand for naturally positioned products in personal cleansers will increase with more marketers taking this approach, noted Mellage of Kline. Added product benefits in the form of moisturizing, exfoliating, anti-aging and odor protection will also continue to play an important role in the category. In addition, the growing male grooming market is expected to have a positive impact on the sales of the male-centric brands competing in the sector.
“We expect multi-purpose cleansers to rank high on our best-seller list because they solve several skin concerns at once,” added Friedman of Dermstore.
Ultimately, marketers must focus on new product development with value-added skin care benefits, demographic-specific products (gender, age, multicultural), and ease-of-use features to encourage spending and multiple product usage in personal cleansers, said Maier of Mintel. However, the category is becoming increasingly crowded and competitive—making it a challenge for brands to standout and build loyalty.
“Increasingly consumers are demanding that products they buy ‘do more.’ Just as people multitask, they expect the same efficiency in personal care products they use, Maier said. “Multitasking claims will continue to play a role in category innovation, especially as products cross over into other beauty and personal care categories.”