Special formulations enrich the bath at mass - bath and body care products - Brief Article

Recent introductions in the mass bath and body care category reflect several trends that salons, department stores and specialty boutiques have offered for years. And the sale of these products, which contain rich herbal formulas concentrated with natural ingredients, are helping mass retailers profit. But the success of this category drums up several questions: Who's buying them? What's coming next? Why are they so successful?

The 45-year-old to 54 year-old female is responsible for the highest amount of sales of body care and bath products in mass stores today, according to Consumer Facts provided by ACNielsen. In addition, consumers with an annual household income of $70,000 are spending the most in mass for bath products.

Before the advent of wellness centers and $10 price points in mass channels, this demographic sought high-end, innovative body care treatments elsewhere. But thanks to vendor initiatives, these items have been making a successful transition to mass.

During the last half of 1998 and throughout 1999, almost every manufacturer from Andrew Jergens to Beiersdorf to Skin Essentials launched its first round of enhanced bath and body care products at mass. Manufacturers boasted formulations that included vitamin E, aloe vera and chamomile.

This year, said Kerri McFadden of San Francisco Soap Company, manufacturers will continue to focus on wellness-edged body care products, but to a more advanced degree. And by looking on spa and department store shelves, where trends start, it appears McFadden is correct.

Lotion and bath gel formulas will be drenched with herbs such gingko and essential oils like witch hazel. Facial remedies are sure to include oxygen particles, fruit acids and collagen elastin, formulas that reflect the ingredients currently offered in New York City's Bliss Spa. And this year's body care products will implement patented variants of vitamin C, according to David Pollack of Medi-Cell.

The transition is not without its casualties, however. As manufacturers update their product mix, they are saying good-bye to some of personal care's flagship products. According to one buyer, "The demand for space [due to innovation] is causing some companies to replace older products with newer ones that don't contain botanicals," vitamins, or special formulations.

Andrew Jergens, for example, scaled back on its single-vitamin variants and replaced them with Jergens Replenishing Multi-Vitamin Lotion. The new product contains a multi-vitamin complex with vitamins A, C and E, and is made to target consumers with very dry skin.

Suave recently launched a whole line of body lotions enriched with vitamins and herbs under the Suave Naturals brand while scaling back on regular lotion formulations. Suave's marketing manager, Joanne Cappucci, said the introduction was sparked by the wellness trend that has saturated the marketplace in recent months.

New products are also keeping bath aisles fresh and colorful. Minnetonka Brands, a formidable player in bath, has recognized the new high-end consumer in mass. It has just entered the specialty bath niche with the launch of Frutta Viva Bath & Body Collection, a line whose formulas contain natural fruit-based AHAs, vitamin E and F, and lipoaminoacids. The three-sku introductory line-up offers an 8.5-oz Body Creme, 8.5-oz Shower Gel and 3.3-oz Body Mist. Products are available in apricot, grapefruit and passion fruit fragrances. According Joanne Olds, director of marketing, if the line does well, Minnetonka plans to launch a Frutta Viva Bath Foam, Moisturizing Liquid Soap and Bath Crystals as future concepts. Products are line priced at $5.99.

Another item generating excitement in bath is The Vermont Witch Hazel Co., a supplier recently adding mass to its distribution list. Its 14-sku lineup offers "the highest pharmaceutical grade witch hazel available," according to Alan Cohen, senior marketing consultant for the company. Products include a $9.99 shave foam, a $5.49 bar soap and $8.99 towelettes. VWHC targets an upscale clientele, with baby boomers as their primary demographic.

While there's no data tracking the sales of lotions, mists and cremes containing natural herbal remedies, one mass buyer said sales are beginning to grow. "At first, we were seeing that these products weren't moving, mainly due to higher price points. But after two quarters of being on shelves, they've slowly gained momentum and are now on a path towards helping out margins."

Larry Vick of ShopKo attributes the growth of wellness in personal and beauty care products to a more educated consumer looking for a better price. "Mass stores are becoming the channel to shop for just about everything. Meeting the needs of female consumers with [wellness products] is part of that strategy," he said.

And as shelf space for the slew of new products becomes sparser, new places to merchandise product becomes a major focus. Some possibilities include the aforementioned wellness centers and custom-ordered display cases.

Whether retailers will take the chance to expand their bath sets even further to accommodate new intros remains to be seen, but wasn't it only four years ago when a mere four feet of shelf space housed dietary supplements?

COPYRIGHT 2000 Lebhar-Friedman, Inc.
COPYRIGHT 2000 Gale Group