BATH & BODY CARE
Look beyond cleansing to elevate your brand Bath and shower products and bar soaps are an essential part of maintaining daily hygiene and can be found in nearly every household. The backbone of this category of products is surfactants, which are vital to the personal care industry.
O
ver the past two years, global sales in the bath, shower and body
care category have increased steadily due to innovation in a number of areas. These include novel ingredients for sensitive skin and product formats
DID YOU KNOW?
Whamisa, a natural and planet
owner’s belief that consumers need
friendly K-beauty brand,
to live more consciously, to slow their
uses a signature waterfree formula based on botanical extracts
In 2017, Google said ‘bathing is back’. The search engine called the category one to watch with more and more consumers moving towards DIY beauty products for bath, shower and body care applications.
which, according to Mintel, go beyond the functional cleansing
pace, be mindful of their footprint and take care of the earth that provides for them. The collection includes a night
(instead of traditional
time bath concentrate, temple balm
purified water)
and body oil skin care products and
and fermentation
ingestible infusions for an inside-out
technology.
sleep care routine. Key ingredients
At least 80 percent of the workforce
at Beco, the Better Considered brand, are either
include established sleep-aiding herbs roman chamomile and St John’s wort, in addition to trending Cannabis sativa. In South Africa, bath and body
and moisturising benefits to offer an
visually impaired, disabled or
innovations use indigenous African
element of fun, or unique sensory and
disadvantaged. The company
ingredients to add value. Rain Africa’s
wellness benefits.
produces eco, natural and vegan
g range uses rich, ancient African
products. Its hand wash saves 88ℓ of
ingredients. The newer male grooming
and Europe often attempt to recreate
water per bottle compared to liquid
‘g range’ includes a Kalahari melon
the spa experience, and in Africa,
hand wash.
and olive oil soap on a rope.
Bath and shower products in the US
Mintel expects to see more disruptive,
Rosalia Di Gesu, Mintel’s global
The Woolworths Ingredients soap
eco-friendly innovations to emerge in
beauty and personal care analyst,
bar collection is available in variants
2019. In particular, there is a gap for
also notes in the 2019 report, ‘there
that showcase indigenous African
more concepts that focus on saving
is scope for more soap, bath and
botanicals such as rooibos and
water with waterless formulations
shower products that aid sleep, to
honeybush, and marula and
or easy rinse, low foam formulas;
appeal to those who seek more
fynbos honey.
which limit plastic waste; incorporate
holistic ways to de-stress and rest
sustainable palm oil or sugar based
the body and mind’. This is mainly
Surface active agents
surfactants; or those that tap into the
because bathing is commonly
Because shower gels and body washes
vegan and clean label trends.
perceived as a relaxing activity.
have come to represent a significant
Bamford B Silent is an organic
part of the bath and body care market,
Inspiration for innovation
collection of bath and body
there is an increased demand for
There are some stunning bath and
products born out of the brand
skin friendly ingredients and milder
body brands that direct the trends and have become guideposts for innovation. Some of these are featured in Mintel report entitled A year of innovation in soap, bath & shower, 2019. The limited edition Esteny Bath Salt
34 to 62%
of soap, bath and shower launches in Europe, in 2018, had a natural (62%) or eco (34%) claim
14%
of soap, bath and shower launches in the MEA region, in 2018, featured whitening claims versus three percent globally, rising to 44% of launches in Nigeria
Body Heat bath additive embodies the active beauty trend. It is formulated with a spice ginger scent, chili extract and ginger rhizome to promote perspiration and provide a ‘hot yoga’ experience.
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| MARCH 2019 | P C Review