The bath, shower and soap category has long been faced with the challenge of preventing sales from disappearing down the drain.
In the mature, high spending markets of Europe and the US, ensuring that innovation remains high is the key to plugging in growth, yet it is a tough task.
According to Technavio, Europe is the region with the largest share of the US$12.76bn global market in retail value sales.
In 2014, it represented
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