It’s apparent that Kmart is serious about utilizing brands to make it
a destination store for personal care
products, according to Richard Neill,
CEO of Rich Brands, the Atlanta-based parent company that owns
“Partnering with Kmart has enabled Vitabath to expand its national
distribution into a new channel and
present, in a consolidated setting,
the entire Fragrance Collection of
16 fantastic fragrances in three formats—shower gel, lotion and body
mist,” said Neill.
At CVS, Essence of Beauty added the Shea Collection. The three-piece kit includes a cream shower
cleanser and a butter scrub. According to the company, the Shea
Indulgence fragrance blend features the soothing scents of exotic tiare flower, shea butter and coconut milk wrapped in warm,
Fellow mass-market brand Bodycology, sold at stores like
Kmart and A&P, is looking into more romantic scent stories for
the season. Scarlett Kiss, out exclusively at Walmart this month, is
billed as a“mysterious blend” available in a foaming body wash as
well as a body cream and fragrance mist. This floral, oriental scent
opens with top notes of pomegranate, peach and Macintosh apple, leading to mid tones of red peony, osthmanthus and marshmallow crème; ending with rich vanilla rum, oakwood and scarlet
musk. The brand also rolled out Charmed Apple—a mix of apple,
rain lily and pear—in all stores this Fall.
Consumers are still cuckoo for coconuts—as seen with recent
rollouts from both Dial and Suave. Dial’s Coconut Water Body
Wash features a“clean-hydrating formula” with real coconut water, said the company. The rich lather provides a double benefit
to skin: it hydrates, providing essential moisture and nutrients;
as well as rinsing clean with no filmy residue. Suave Naturals’
Creamy Tropical Coconut Moisturizing Body Wash, now with a
new packaging look, is infused with coconut extract and skin-conditioning vitamin E.
“As far as skin care is concerned, oil cleansers and milk cleans-
ers are coming back,” noted Lexie Masterson, founder of inde-
pendent brand Clairvoyant Beauty, Kinderhook, NY.“Women are
tired of cleansers that strip their skin and cause over-drying. Oil
and milk cleansers are gentle and extremely effective.”
At Clairvoyant Beauty, the latest addition in personal cleans-
ers is the Milk & Honey Collection.
“Milk and honey seem to be on peoples’ minds. They are very
effective ingredients: milk has protein and lactic acid, which is
an exfoliant. Honey is deeply moisturizing and is a humectant.
Maybe it reminds people of home,” she told HAPPI.
Full Clean Ahead
Market research firm Mintel anticipates that the soap, bath and
shower market has been “
mostly untouched” by the recession.
Therefore, it expects that strong,
steady growth will continue, with
the market growing by about 2-3%
annually, achieving total sales of
$5.8 billion in 2017.
“Stayed tuned for more multi-tasking products; ones that are fine-tuning the benefits,” said Ginsburg
of C.O. Bigelow.
At J&J, Fried expects lighter formulations to be in demand in personal cleansers.
“Gentle cleansing is going to
continue to be an important trend in 2014, specifically surround-
ing how cleansing protects your skin,” she said. “Some cleansers
strip skin of its natural moisture barrier. However, the truth is
that tight feeling could be a sign of skin damage. Similar to how
cleansing tools have rose to popularity, you will likely see much
more education around proper cleansing and the way we think
A growing number of organic product offerings and products
that contain organically sourced ingredients are on the horizon,
predicted Helms of Caldrea. There will also be continued interest
in anti-aging properties and“proactive treatment” from ingredi-
ents that help provide a healthy and youthful glow to skin.
In terms of forms, bar soaps with moisturizing or exfoliat-
ing properties will continue their comeback, as“they are nicely
compact, easy to carry and move around increasingly urban en-
vironments and provide a value in the fact they are a form of
concentrates,” Helms observed.
Finally, Helms noted that“ingredients with sustainability sto-
ries, especially tied to the people and geographies of their origin
will motivate consumer decisions.”
Mintel forecasts that US category growth will continue to
be driven by consumers’ near universal usage of these products
for bathing and hand-washing purposes, which are necessary
in maintaining daily hygiene. Companies and brands have also
been successful in capturing more consumer dollars through the
integration of moisturizers, deodorizing properties and appealing
scents to enhance the bathing experience.
Mintel expects that the soap, bath, and shower market will
continue to grow steadily in the coming years, as consumers continue to use and need products to cleanse their skin. •
New body bar from Proactiv+