Pandemic Puts the Focus On Personal Cleansers

Personal cleansing and its close ties to hygiene took on a whole new meaning in 2020 due to the impact of COVID-19. The previously insignificant hand sanitizer sector boomed, and consumers became more concerned about the health and efficacy credentials of their bath and shower products.

A renewed focus on personal cleansing helped lift Western Europe’s sales of bath and shower products by 4.3% in 2020 to top $8 billion, according to Euromonitor International. However, the trend was not reflected in Eastern Europe, where bath and shower sales actually fell 1.5% to about $2.1 billion—although analysts predict sales will level off this year. 

The latest data from Mintel indicates that COVID-19 is impacting European consumers’ beauty and grooming habits. In Spain and Ireland, 18% of consumers are using products they haven’t used before, followed by 17% of those living in Italy and Poland.


COVID-19 and Hygiene

Sarah Jindal, Mintel’s associate director, global beauty and personal care, highlights hand sanitizers as the category witnessing the fastest growth and innovation as hand washing/cleansing becomes, for many, an essential activity.

“Consumers will look for convenient packaging, better performance, safer ingredients and enhanced functionality like moisturization or healing,” she observed.

Not only have traditional bath and shower brands been extending their reach into hand sanitizers, but there has been a crossover from the skin care and fragrance categories. For example, Canopy Growth-owned This Works launched Stress Check Clean Hands, a 70% alcohol antibacterial hand gel with 100% natural essential oils and hyaluronic acid to clean, protect and hydrate the hands. The formula comes in a family-sized 500ml/16.9fl oz bottle. Meanwhile, in March 2020, British brand Beauty Kitchen was quick off the mark with the launch of a hand sanitizer range, including SOS Skin Shield, which is said to provide germicidal, antibacterial and antiviral coverage for up to four hours.

In fragrance, LVMH scored a coup by turning over production of its Givenchy and Dior factories to hand disinfectants and hydro-alcoholic gels, a move that was followed by other cosmetics and perfumery brands in response to the pandemic.


The Role of Wellness

The home has recently become a safe haven for so many people who have endured COVID restrictions and many have pursued self-care practices which include sophisticated bath and shower routines. In its COVID-19 Recovery Survey Tracker, published in November, GlobalData observed that one in five European consumers admitted to feeling stressed and a quarter claimed to be feeling anxious. Lia Neophytou, analyst, GlobalData, has seen this correlation with the type of bath and shower products consumers are using.

“Products that promote holistic wellness are viewed, in part, as a remedy to feelings of uncertainty, highlighting opportunity for brands to innovate in alignment with these needs,” she explained.

Recent launches include Imperial Leather Bath Soak, developed by “master perfumers” to give the perception of a premium sensorial experience and provide a calming fragrance to help consumers unwind; and Atelier Rebul, a traditional soap from Turkey that is based on a “calming” blend of lavender and spearmint oils for a relaxing bathing experience.

“Wellness is an important factor, but it must be accessible for all consumers,” argues Jindal, who sees convenient in-shower formats gaining ground. “One simple strategy involves looking to the bath additives category and adapting formats for in-shower convenience. Bath bombs become shower tablets, bringing the added benefit of aromatherapy and relaxation to the speed of showering for those who can’t carve out more than 10 minutes at a time.”

For example, Lush launched Sleepy Shower Bomb, infused with lavender and tonka fragrance, which provides a luxurious foam as well as an antidote to sleepless nights.

Jindal also envisions shower bombs doubling as time-saving cleansers or exfoliating scrubs.


Refills & Sustainability

Even before the pandemic hit, refills were gaining in popularity with eco-conscious consumers. Mintel discovered that 79% of Italians who shop at specialty beauty retailers, such as Sephora, are interested in products that can be refilled, paving the way for more brands to develop new packaging ideas and for retailers to install refill stations. Already, Nivea has tested its first shower gel refill stations in selected stores in the Hamburg and Ettlingen branches of German drugstore chain DM. Neophytou affirms that Nivea’s refill idea was developed to investigate consumer receptiveness to reusable bottles, as well as reduce the company’s reliance on virgin plastics. However, she warns that “brands must consider that a price incentive may be required to encourage mass adoption in the future.”

Jindal argues that sustainability goes beyond just focusing on recyclable packaging.

“Looking to other categories can inspire with new formats that take advantage of reusable packaging and a zero-carbon footprint,” she notes. “New packaging materials are raising the bar for recyclability and eco-friendliness.”

However, during the current crisis, GlobalData researchers found that product efficacy is arguably a greater concern than sustainability credentials, although companies continue to invest in sustainability and corporate sustainability values. Indeed, nearly two in five (39%) European consumers believe a reduced environmental footprint is now more important to them because of the pandemic. Unilever, for example, has been pushing in this area with its Love Beauty and Planet brand that features a shower gel range. The brand is driven by a “sustainability by design” principle, whereby every step of the supply chain is evaluated to reduce its impact on the planet through its carbon tax fund which supports third party programs designed to reduce carbon emissions and landfill waste. In addition, the formulations tick a number of other boxes, such as being vegan and featuring fragrances developed by Givaudan, which works with local farmers and aims to improve their livelihoods.

Throughout 2021, personal cleansing brands should communicate the efficacy of their products as consumers continue to display heightened stress and anxiety, even after life returns to pre-COVID levels. For some time after, consumers will be focused on the health and well-being attributes of bath and shower products. While supporting this trend, brands must demonstrate their ongoing commitment to social and environmental issues.

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Imogen Matthews
Headington, Oxford UK
+44 1865 764918
www.imogenmatthews.co.uk

Imogen Matthews is a respected consultant, journalist and researcher who commentates on trends in the beauty industry. She regularly contributes to many of the world’s foremost beauty trade titles, has served on the Board of Cosmetic Executive Women (CEW UK) and won the prestigious Cosmetic Executive (UK) Achiever Award. Founded by Imogen in 1993, The Premium Market Report remains the only in-depth report to examine trends in the premium cosmetics, skincare and fragrance industry.