The washing sector of the personal care market is often viewed as an area lacking in innovation and exciting new product launches. However, during frugal times consumers will often treat themselves to a luxurious bath soak to wash away the daily stresses we all encounter.
Also, it is an area in part driven by regulatory issues such as changes in the choice of preservatives available and by marketing claims such as sulfate free and mildness. In the following article I will delve into this sector in an attempt to show that innovation is alive, that there have been some fantastic new launches and, as with the other personal care sectors such as skin care, products and technologies are progressing all the time.
Shower products
Mass market shower products were traditionally very fragrance driven, consumers wanted an energising and revitalising wake-me-up fragrance for the morning, such as mint or zesty lime, and a relaxing, sleep inducing fragrance for the evening often based around lavender. More recently however, consumers are demanding more from their shower products and there is an expectation that the products will deliver more than simply clean skin. Products such as Imperial Leather’s Japanese Spa Nourishing Shower Cream promises to deliver “5 x more skin conditioner” whereas Nivea’s Happy Time shower cream contains “Hydra IQ” moisture technology to leave skin soft.
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