This article was originally published in the Bath & Body Trend Report. Receive your copy here
Therapeutic body care is big business.
There may have been a surge in sensory self care products that offer mental and emotional comfort, but brands that are meeting the pain points of consumers with sensitive skin issues are driving much of the growth in the body care category.
According to Matt Maxwell, Strategic Insight Director at Kantar, “Brands that are tapping into sensitive skin with more therapeutic products, including La Roche-Posay, Cetraben and CeraVe are all seeing strong growth.
"People are very much aware and conscious of their skin conditions these days, and they are also willing to pay a bit more for a product that really works, rather than trading down to a product that doesn’t.”
A report by Aveeno this year called The State of Skin Sensitivity revealed that 71% of adults self- declare they have sensitive skin, and this has increased by 55% in just two decades.
Christina Lykiardopoulou, Head of Brand at functional and remedial brand Ilapothecary, says: “As our lifestyles become more hectic and environmental stressors increase, people are facing a myriad of skin concerns that extend beyond the face.
“Conditions such as dryness, eczema and psoriasis are among the most commonly reported concerns, all of which can be triggered and/or exacerbated by environmental stressors especially in urban settings.”
And it is the growing education around recognising these conditions, and the destigmatisation of them, facilitated by social media, that is prompting consumers to take action.