Here come the girls
Research shows brands have achieved a high level of engagement with female consumers in this category and women are much more alert to new innovations than their male counterparts
15 April 2009
As in most mature categories, innovation and investment is essential to keep consumers’ engagement levels up. Luckily, although the female market is more developed than its male counterpart, a recent Datamonitor study shows women are much more attentive towards new products emerging on the market. Of 15 countries surveyed across Europe, Asia Pacific, South America and the US, 22.7% of women said they actively monitored new products, whereas the equivalent figure among men was only 9.2%. What’s more, only 28.7% of women polled said that they did not notice new products, compared to 54.9% of men surveyed.
“The lipstick effect” is another factor that becomes particularly important during a recession. While consumers may have less disposable cash to spend, they still want to treat themselves to some luxuries. In the female personal care category, skincare products which advertise ‘technological breakthroughs’ in regenerative and anti-aging properties can be predicted to do well. These are considerably cheaper than expensive facial treatments in spas which claim to offer the same results.
A recent report by Mintel entitled ‘Soap, Bath and Shower Products’ found that “a perception that baths are for relaxing and unwinding” is driving the popularity of showers.” Reflecting similar trends in Ireland, the report found that the £39 million (€42.4million) growth in shower products and liquid soaps since 2006 had been negated by declining value sales of bath additives and bar soaps.
The deodorants and bodysprays market is another area examined by market analyst Mintel. Here it stated that the principal issues, given high penetration levels, are building market value and encouraging greater frequency of usage. It added that the route to success in this respect is through added-skincare benefits and by retaining young consumers. Bodysprays in particular are one area where it believed young consumers could remain loyal. Teenagers frequently
move on to fragrances as they become young adults, however they might be retained if bodysprays were one element of a complete fragrance range.
Carefree and cool
Johnson & Johnson Carefree liners are the number one liner in Ireland, accounting for 51% market share in the total Irish grocery on a MAT basis (Source: AC Nielsen Multiples; w/e 22nd February 09). Carefree has a full range of innovative liners to suit consumers different needs including Carefree Perfect Fit, Aloe, Flexiform, Large and Long Plus.
Launched in 2008 Carefree Cotton is an upgrade of the breathable range with natural cotton extracts in the liner. 100% innovative and new to the category, Carefree Cotton is natural, soft, comfortable and ideal for every day use with 65% of women saying they would purchase the new product. (Source: Bases re-Stager, Germany Aug 2007).
Facing a new youthfulness
Nivea Visage Expert Lift with bioxilift and hyaluronic acid is a new and innovative anti-sagging skincare system that offers both instant and long-term effects for women aged 50 to 65 to help keep them looking youthful. The two powerful active ingredients in all Expert Lift variants help counteract the signs of ageing specific to this age group. Bioxilift (with a patent pending) helps support the tightening and firming of the skin, while hyaluronic acid helps plump and smooth the skin, with daily use, the brand claims, resulting in the skin that looks visibly less wrinkled.
Nivea Visage Expert Lift Day Cream (RRP €20.07) also has a UVA/UVB system of SPF 15, giving effective protection against sun-related ageing, while Nivea Visage Expert Lift Night Cream (RRP €20.07) includes panthenol, also known as pro-vitamin B5, to help moisturise, nourish and soothe skin overnight.
The ophthalmologically approved Nivea Visage Expert Lift Eye Cream (RRP €19.07) is specially formulated for the sensitive eye area, to visibly reduce swelling and shadows, whilst lifting and plumping up the contours in this area of the face. The fragrance-free cream also contains a specially formulated mild sun filter to help protect against sun-related ageing.
Nivea Visage Expert Lift Tonic (RRP €10.03) is formulated to promote optimum absorption of the firming ingredients in the Expert Lift skincare system creams. It gently cleanses the skin and prepares it for the application of the anti-ageing products. Many women choose not to use a toner as they move into their 50s however this product actually enables the creams to sink into the skin, thereby ensuring they are working at their optimum.
Nivea Visage Expert Lift comes packaged in luxurious packaging, representing its ‘masstige’ nature. Nivea Visage Expert Lift has been developed specially for 50 to 65 year old women who demand benefits from a skincare range over and above an anti-wrinkle effect. It is supported by heavyweight TV, print and PR activity.