Bodycare is another category ripe for growth, driven both by growing consumer demand for bodycare and growing interest from skincare brands who are seeking alternative avenues of growth in light of slowing facial skincare sales. The biggest opportunities lie in a judicious mix of targeted benefits, sensory differentiation and attractive, hard-working ingredients.
The Sundae brand is one example. Chan says it presents “the opportunity for brands to capitalise on the growing consumer desire for playful and nostalgic bodycare experiences.” Its Cool As A Cucumber Crackling After Sun Foam features native river mint, claims to hydrate, soothe and cool the skin, while providing sensory cues thanks to a foam that gently crackles over the body. Packaged in the brand’s classic whipped cream cannister design, consumers are instructed that the product is “Best served upside down!”, heightening the product’s playfulness.