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admin | Category: What Causes Ed 2016 | 30.11.2013
Consumers demand two principal effects from their bathroom products: to help energise them in the morning and relax at night. But data from Euromonitor International suggests shower products are gaining in popularity among consumers to the detriment of the bath additives market. In addition to growing usage of body wash and shower gel, other liquid products also cannibalised sales of bar soaps. Ongoing recessionary pressures continued to have an adverse effect on value growth, according to Lakhani. Barbalova adds: “There has been a lot of trade down to private label products in bath and shower, whereas in skin care in 2010, for example, demand for premium anti-agers grew. However, bathroom product brands are responding with sustained innovation in the hope of persuading consumers to trade up. Michael Kellner, vp for marketing at Schwarzkopf & Henkel, comments: “Bathroom products may be seen as utilitarian but there are lots of ways to make ingredients appear more interesting. Brands would also be wise to maximise consumer appeal, as Noella Gabriel, director of product & treatment development at Elemis explains. As for the ideal shower product, Gabriel states: “It must have a soft after-feel to the skin and not leave it feeling and looking dry.
Whether opting for a bath or shower, consumers selected products claiming relaxing or de-stressing effects. A number of brands also exploited this stress relieving tendency by launching more indulgent options. New from Ted Baker are four high end toiletries ranges: Butterfly and Origami for women, and Toolshed and Workshop for men. Kings & Queens, which channels the history of royal bathing rituals, relaunched its range to focus on ‘stories’ relating to historical rulers, such as Nefertiti Honey and Tsar Peter Tobacco. Recent private label launches meanwhile, have emulated the more standout look and feel of branded products, rather than erring towards value as a principal selling point. Also denoting a trend towards relaxing bath and shower products, 2011 witnessed a continued boom in spa inspired products among major brands. The Sanctuary meanwhile, identified the modern woman’s three main needs: to improve sleep, counteract the effects of stress and impart more vitality. Luxury Thai spa inspired brand Jainnisa, the brainchild of Jainnisa Kuvinichkul, uses Thai essential oils and traditional ingredients like blue lotus to stimulate circulation, nourishing white champaca and relaxing ylang ylang. Also new were macaroon inspired versions of Lush’s Bubble Bars, Bubbleroons, available in Green (grass and orange flower), Rose Jam (with rose absolute and rose oil) and Yuzu & Cocoa (containing grapefruit and bergamot oils plus cocoa and tonka).
Following the success of its children’s product Gelli Baff, Gelicity UK introduced Gel Spa, an adult bath product that turns bath water into a thick gel-like substance.
And coming months could mark the debut of tan in the bath products, which Morris cites as his latest project due for launch in 2012.
Consumers are far more aware of hand hygiene in the wake of 2009’s swine flu pandemic, even if there is no longer any risk of catching it.
Carex launched Carex Protect+Plus, which comes in Original, Moisturising and Sensitive variants, as well as a 50ml hand gel. Meanwhile, Palmolive’s Hygiene-Plus Sensitive Antibacterial Liquid Hand Soap with Aloe Vera Extract also removes 99.9% of bacteria but is enriched with aloe vera to leave hands soft as well as clean.
In addition, according to Euromonitor’s Barbalova: “There are a lot more synergies and crossover with skin care.
Sanex’s Unilever stable-mate Dove reformulated its entire shower range to include Dove’s NutriumMoisture technology, previously only used in the Dove VisibleCare range, which has been developed to address lipid loss and dry skin. Germany’s Fa likewise promised a skin health boost introducing Fa Sensual & Oil, a bath and body care range designed especially for autumn and winter. Crabtree & Evelyn for example, launched a Pomegranate, Argan & Grapeseed line including Skin Smoothing Body Scrub, Skin Cleansing Bath & Shower Gel and a Replenishing Body Bar infused with a distinctive fruity scent and offering the nutritive benefits of Moroccan argan oil.


Two new Korres shower gels – Mango and Coconut Milk – also swelled the ranks of ‘foodie’ bathroom products available to consumers. Natural humectant and healing agent honey was the dish of choice for Lush’s newest shower gel, meanwhile.
Finally, Soap & Glory incorporated a more traditional fruit scent into new body wash Foam Call, which contains peppermint essential oils, grape seed EFAS, fruit liquid fig and orange water juice, and scrub Pulp Friction. Hard times often provoke nostalgia, encouraging customers to look to the familiar for comfort. New from prestige beauty retailer Space NK was Beautania, a bath and body range inspired by the scents of Britain.
There were also collaborations between natural British brand Green & Spring and Liberty of London, which launched a Green & Spring Hand Wash and Shower & Bath Foam featuring the signature Liberty print, and Berkeley Square Cosmetics and The Royal Ballet, which launched a range of de-stressing products to meet the needs of The Royal Ballet’s members, which includes Soothing & Relaxing Bath & Shower Cream.
And Yardley London grew its portfolio with luxury body washes in every signature scent: English Lavender, Lily of the Valley, English Rose, Peony and Royal English Daisy. Indeed, the uptake of anti-ageing skin care benefits is something the industry can expect to see more of in the future as brands seek to differentiate themselves in this commodity market.
Olea Europaea (Olive) Fruit Oil, Shea Butter and Ceramide with good moisture protection capability keeps your skin moist without tightening even after washing the face. This week is the Soil Association’s dedicated organic beauty week as part of Organic September, and this year the campaign is for clarity. Based on the ingredients not approved for use under Soil Association certification (ingredients highlighted on each brand would not pass certification) and the sheer number of times I have been asked if these brands are organic, this list (although not exhaustive) contains the brands with products in their ranges that people have most commonly been surprised to find aren’t as natural or organic as they thought. Each range may actually have a few completely natural products (often oils) and it is important to note that none of the brands listed actually claim to be wholly natural or even partially organic - but as they say, perception is everything. Liz Earle; British born and now owned by Walgreens Boots Alliance, many are surprised when they learn that the products contain parabens. Aesop; Although most oils and some other products might be compliant if Aesop did choose to seek certification, this Australian brand now majority owned by Brazilian giant Natura, does use sodium laureth sulphate and nano-technology in their sunscreen. Bio Oil; Often assumed to be botanical oil, but the base oil is in fact mineral oil (Paraffinum Liquidum). Lucas Paw Paw Balm; Often assumed to be a blend of papaya and plant oils, it is actually a base of pharmaceutical grade petrolatum much like Vaseline. Lush; Has one certified organic product, the massage bar, and most others use parabens and sodium laureth sulfate. For extra impact in a commodity market, many are adding a wow factor to bath additives with colour and texture effects.
Julia Wray asks, how do we persuade people to spend longer in the bathroom and more on products?
In 2010 the market for body wash and shower gel (its more viscose alternative) reached nearly $10bn, a year on year increase of 5.5%. Butterfly blends notes of bergamot and red fruits with tuberose and patchouli and includes body wash and body scrub products, while Origami has a raspberry, rose, vanilla and sandalwood scent and includes body wash and bath foam.
New bathroom products include Quiet Mind Relaxing Bath Elixir, Tranquil Touch Indulgent Bath Elixir, Tranquil Touch Creamy Body Wash, Revitalise-me Shower Gel, Revitalise-me Hand Wash and Wild Lavender Hand Wash. Products include Unwind Body and Bath Oil, Moisturising Shower Milk, Sumptuous Bath Elixir, Enlivening Tropical Colour Change Bath Elixir, Reviving Shower Gel and Moisturising Hand Wash. The products boast a patented natural mineral formula, which activates upon contact with water to turn bathwater a cerulean blue.
Lush expanded its Bath Ballistic concept with Phoenix Rising, a double-layer sparkling purple and green bath bomb containing essential oils, and Rose Queen with notes of rose absolute, geranium and rock rose.
A Gel Former product transforms water into gel in five minutes and when finished, the user can add Gel Dissolver and stir to turn the gel back into water before getting out and draining. Products in the line are claimed to remove and kill 99.9% of bacteria and provide antibacterial protection for up to two hours.


Sanex (now owned by Unilever) continued to roll out its Sanex Zero% products – biodegradable and free from parabens, colourants, phthalates and phenoxyethanol – into new market regions. Claims like anti-ageing, moisturising and products for sensitive skin are now replicated in the bath and shower market,” she notes.
The reformulation and new fragrance are “set to drive incremental sales to the shower category”, according to Dove.
The products are said to be extra moisturising with argan oil, marula oil and sweet almond oil. Also new was Revitalising Bath & Shower Gel, part of the Crabtree & Evelyn Avocado, Olive and Basil Body and Hand Care Collection, which is said to leave skin fresh and gently moisturised.
It’s Raining Men, a liquid version of Lush’s Honey I Washed The Kids soap, was originally introduced as a Valentine’s Day limited edition, but proved so popular that Lush added the product to its shower gel range permanently. And with the world’s eyes on England for the royal wedding in April 2011, it was little surprise that some brands chose to emphasise their British heritage status, while others created lines with a traditionally English look and feel. Bloomsbury echoes the soft, clean notes of a garden square at dawn and wildflower-scented Brideshead is inspired by Evelyn Waugh’s rural idyll, while Balfour captures the Scottish Highlands with notes of oakmoss and English fern. The rich, creamy lather contains coenzyme Q10 to help skin feeling smooth and firm and boost its ability to fight wrinkles.
Those taking part are hoping to raise awareness of what constitutes an organic skincare product, what is perceived to be organic and how they differ. Based on what I have personally experienced on the shop floor and in customer service, selling organic skincare for the past seven years, there are several that repeatedly confuse. Many products might make the cut but some products contain disodium EDTA and synthetic sunscreen (Octinoxate, Octisalate, Oxybenzone).
Some formulations are approaching 90 per cent plus natural and naturally-derived ingredients, but some products contain PEGS, polyquaternium-37 and disodium edta.
The ingredients lists are split into natural ingredients and all others are classed as ‘safe synthetics’ although some wouldn’t pass natural certification. Contains triclosan, PEGs, paraffinum liquidummineral oil, silicones, tetrasodium EDTA, disodium EDTA.
Bubble Baths & Shower Cremes, available in Raspberry & Blackberry, Vanilla & Icecream, Strawberries & Milkshake, Lemons & Limes, Coconut & Cream and Mango & Papaya varieties, while supermarket Tesco struck a retro note with Along Came Betty, a 1950s-inspired bathing range featuring So Much Bubble Skin Softening Bath Soak, Hey Sugar Sugar Easily Spreadable Body Scrub and Clean Around the Clock Soft Skin Shower Wash. But now a second generation of products is offering antibacterial efficacy combined with skin care claims.
And French market leader Le Petit Marseillais introduced new formulations across all products, eliminating or minimising the use of parabens, phthalates, disodium EDTA and PEG. There are two shower creams (Vanilla Blossom and Monoi Blossom), one foamy bath additive (Monoi Blossom), and one bar soap and one liquid soap also in the Monoi Blossom fragrance.
Three more soaps, softening Chamomile, moisturising Wheat and mild Milk, launched simultaneously. With organic and natural used by consumers as interchangeable terms, this can be the ultimate confusion for those seeking clarity.
With no legal definition of natural or organic in skincare, it’s not surprising people ask questions. The Shea Body Butter, which many assume is just shea butter, actually contains parabens and disodium EDTA. The next generation of anti-bacterial hand soaps, meanwhile, promise to kill gems while protecting skin.
Often it is misinterpretation: with some minimalist branding and talk of key natural ingredients, a brand can be mistaken for natural or organic just from the look of their label.



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