Skin care, natural products fuel growth

The bath category is once again bubbling at drug stores thanks to several trends. First is the fusion of skin care and shower/bath thanks to product launches that multitask while cleaning.

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The prime example retailers point to in discussing products heating up bath is Nivea’s In-Shower Moisturizer, which ushered in a category of moisturizing while cleansing.



The concept was added to Eucerin with a formula fine-tuned for very dry skin. There’s also Jergen’s Wet Skin Moisturizer, which is applied to wet skin before drying.



Oils, which added bounce to hair and skin care, are now used in the shower, too. Dove has a bath collection infused with Moroccan Argan Oil and is specifically formulated to address one of women’s biggest skin concerns: dry skin.



According to Dove, research exploring the intersection between dry skin and confidence showed that 9-in-10 women are concerned about having dry skin, and 7-in-10 women agree that having dry skin impacts their overall confidence.



What’s fueling growth of these multitasking products, said Karen Grant, global beauty industry analyst for NPD, is American’s quest to find products that accomplish several tasks at once.



Natural is emerging as the mantra of what’s next for the bath category. Markwins sees opportunity in bath and beauty with a new line called Juicy Bath Co., which includes organic bath, lip scrubs and other beauty items.



Shea Moisture has introduced its African Water Mint & Ginger Collection. The collection is developed with detoxifying ingredients, including certified organic shea butter, natural African water mint, activated charcoal, ginger and opuntia extracts. It removes dirt, oil and product buildup, clearing out pores and hair follicles.



One of the forefathers of natural, Hain, is revamping for the new green shopper. Among some of its efforts include new Alba Botanica Body in the Buff body scrubs and JASÖN Foaming Shower Oils.



Drug chains also are enthused with the therapeutic products. One of the fastest growing is PDC’s Dr. Teal’s, a soaking remedy. James Stammer at PDC said Dr. Teal’s is the fastest-growing product in the category. Also singled out is Morton’s Natural Epsom salt. The category is experiencing growth because of the aging of Americans and more cases of diabetes causing foot care issues, which are soothed with the soaks.