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Targeting the BodyAromatherapy isn't the only segment of the market receiving a big push - body specific products are becoming popular as well. If consumers need something extra for any part of their body - such as lotions to invigorate tired toes, gels to exfoliate elbows or creams to eliminate excess cellulite - manufacturers are more than willing to give it to them. After all, line extensions usually result in increased sales. "With the new awareness of the importance of beautiful, healthy boy skin, people are looking for treatment and maintenance products. Since skin differs from one part of the body to the other, products specially designed to meet the needs of the skin in specific areas are needed for optimal care," states Borlind's Upton. "Also, research has been done and new products that actually work have been developed (e.g. cellulite treatments). Therefore, a lot of products we are seeing simply did not exist before because the scientific and technological expertise did not exist. The market will grow. The challenge will be to convince customers that these new specialty items are truly needed, so that they make the initial purchase of a specific product. Once someone begins to use the product and see improvement, that product will become part of her personal care regimen and she will continue to purchase it." Borlind started on the specific bandwagon several years ago wit its LL BI-AKTIV Decollete Cream for the neck and d¨¦collet¨¦ area and has recently developed the System Absolute Serum D¨¦collet¨¦, which contains liposomes, nanoparticles and a newly discovered algae extract that is especially effective in strengthening elastin tissue to counteract sagging that comes with age. "Body specific products seem to have grown out of the consumer's increased knowledge of self-care, interest in health and fitness, and desire to create spa-like pampering in one's own home," details TerraNova's White. This trend has resulted in more interest in TerraNova's massage oils, which are designed to work effectively for specific massage treatments. "Consumers are focusing on specifics. They want specific exercises, specific foods, to avoid specific fats, etc. They realize that cure-alls or panaceas do not exist," remarks Coen of Burt's Bees. "Personal behavior is also motivating body-specific products. Foot powder demands have increased since hosiery sales have decreased. Men are also wearing socks less and exercising more - hence friction needing a remedy. Sales are up on foot powders, cuticle creams, certain 'remedy' hair products, etc. All solve or relieve specific consumer needs." "Because we have our own stores and receive input from our customers on a daily basis, we have the advantage of listening to our customer's needs," observes Jan Stuart, president, Nature's Elements, a company that focuses on natural ingredients for its bath, body, skin and fragrance products. "With the American public working harder in their job position with longer hours, the need to indulge specific body parts has become more popular and, most of all, needed." To fulfill such needs, Nature's Elements has extended its foot care line with an exfoliating foot gel scrub and a calendula foot and callus cream, which is a moisturizing and deep-penetrating treatment for dry skin. The company plans to add specific treatment products for the hands and nails - The Hand Bag - in October. According to Crabtree & Evelyn's Everett, consumers are responding very positively to Crabtree's body specific products, such as its Aloe Vera Foot Massage Lotion. "Consumers are becoming more educated and are becoming more selective in what they are choosing to us. Body specific products have really caught on with consumers, and you will be seeing more of these products coming from us," he points out. Even though Crabtree & Evelyn has many treatment items, Everett notes that the fragrances are more popular than the traditional items. Bath gel, soap and body lotions sell the best, with the most popular fragrances being Freesia, Jasmine, Vanilla, Jojoba, Aloe and Evelyn. The company's newest offering is La Source, a line that targets body parts while helping o either soothe, relax or invigorate consumers. "These are different types of products than we've had before - they're built around the relaxing theory and taking care of yourself," he ads. "We are seeing more of these 'body specific' products on the market because the consumer is demanding them," divulges Freeman's Burns. "People are taking the time to care for themselves, but they want to do so cost effectively. Retail treatments such as our BareFoot line offer them the tools for self-pampering while at home and cuts out the expense of in-salon services such as pedicure." Based on the success of the BareFoot line thus far, Freeman will soon be expanding the line with Liquid Foot Powder, which acts as a "deodorant" for the feet. "Consumers are responding to specific products because they have a special need and are being more open to alternative kinds of medicine, such as Reflexology , massage and herbal remedies," notes Smith & Vandiver's Stevens. Smith & Vandiver's foot care products an the revitalizing mineral soak are doing very well, while over at the firm's Sinclair & Valentine division, is stress-reducing spa baths are among its most popular items. |
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