Although ingredient-led beauty and personal care started with a consumer focus on facial skin care products, the same interest continues to make its way into body care. Trending skin care ingredients, such as hyaluronic acid, salicylic acid, collagen, niacinamide and glycerine, are increasingly being used in products across the bath and shower category.
As efforts to destigmatise the conversation around menstruation and sexual wellness continue, female consumers better understand the importance of taking a holistic approach to their intimate health. With an influx of technology-based start-ups and influencers pursuing a broader approach to women’s health, great interest remains in exploring intimate hygiene.
Seen in beauty categories such as nail polish, and increasingly in fragrances, brands are striving to adopt strategies that encompass gender neutrality in their product portfolio. Following this lead, bath and shower players are demonstrating the ability to appeal to a variety of demographics and show that everyone can indulge in self-care.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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