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 sea-
son, 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 mar-
keters enrich their products with hydrating ingredients,” she told
Happi. “We have seen a difference in the way that marketers ad-
vertise 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.’”
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 com-
pany, Spongelle of Los Angeles,
is reporting success for its bath
sponges infused with cleans-
ers 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 fra-grance-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
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
New body wash
Spongelle is new to the marketplace.