Beauty brands are hopping into home cleaning and vice versa, as self-care routines move beyond the bathroom
Cleaners and cleansers: similar in function and spelling, but aisles apart in everything else, from product design and branding to fragrance. At least, this used to be the case.
As consumers look for new ways to incorporate wellbeing and self care into their lives, personal care brands are responding by thinking outside of the beauty box, and stepping into household – or ‘home care’ – as it has become known, a term that reflects its elevated rebrand.
Likewise, home care brands are blurring with personal care, offering body cleansers and hand soaps alongside dish soap and laundry cleansers – all with a beauty-inspired aesthetic, fine fragrances and even skin care-grade ingredients.
There is also a rise in start-ups launching with this blended positioning. UK-based Moam Organics markets itself as a ‘home, laundry and body care’ brand, offering refillable products ranging from laundry detergent to organic body lotion – all fragranced with a revitalising Santorini aromatherapy blend for a mood-boosting effect.
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