Cosmetics Business reveals the 5 key bath and body trends in new report

Published: 15-Nov-2019

Amid a dynamic and fast-changing bath and body care market, brand distinction, and a driving purpose, is everything

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Market overview: At a glance

What's in this report?


Top 5 trends:

1. Whole-body skin care

2. Purpose-driven body care

3. Playful wellness

4. Raising the bar

5. Heritage reinvented

Country highlights


Bath & shower Global value & growth 2018

Source: Euromonitor International

Source: Euromonitor International

Bath care Global value & growth 2018

Source: Euromonitor International

Source: Euromonitor International

Key market challenges addressed

Once viewed as washed-out and low on innovation, bath and body care has scrubbed up to be a very different category today. A changing brand landscape has seen some of the largest and most traditional players come under pressure to confront the challenges presented by the influx of indie brands, which have shaken up the way brands engage with and innovate for younger consumers.

According to Euromonitor International, the UK saw significant growth in 2018 from niche and indie brands in the bath and shower category that have entered the category in recent years, including BOD and Verdant Alchemy, while existing cult brands such as Korres Natural Products also performed well.

This has resulted in a seismic shift in the category, making it imperative for brands to adapt to stay, or become, relevant with today’s consumers.

Crabtree & Evelyn, for example, created a new brand identity and business model this year in order to engage with millennial and Gen Z audiences around the globe.

Global CEO David Stern tells Cosmetics Business that from the perspective of the ‘younger’ consumer, the sector has already been reinvented. “Indie brands dominate the landscape of this consumer with their voice, their values, and product lines that speak to the lifestyle of this consumer. Any brand that thinks the changes are just starting or will evolve slowly is already late to the revolution.”

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