Abstract
After several years of declining sales, the body care category received a much-needed boost in 2005 from the launch of Jergens Natural Glow, the first in the mass-market moisturizer to add a gentle tanning benefit. Sales of the product soared, competitors followed quickly with similar products, and the category seemed poised for new growth. But sales of the new cosmetically-driven moisturizers haven' t been as robust as expected. Category penetration and usage rates have remained essentially unchanged. In this slow-growth environment, the most successful brands have been the ones to remember that body care, at its core, is healthcare for dry skin.
This report examines the following market topics:
- How the crowded and competitive body care category still has room for growth
- An assessment of recent marketplace activity, highlights of sales results, and projections of where the market is headed
- Mintel' s exclusive consumer research that reveals the habits and product preferences of category users
- Advertising of body care products and the need for more creative directions
- Analysis of the brand preferences
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