Hydration is no longer enough

Five major brands (Garnier, Nivea, Dove, Johnson & Johnsons and Baba) control 70 per cent of the hand and body lotion market. The category showed growth both in terms of quantity and value last year. The slimming segment accounted for the largest part of sales, followed by body milk, hand creams and body lotions. Continuous innovation is the driving force behind growth in the body care market. Johnson’s Holiday Skin, the first self-tan lotion appeared three years ago. Last year, all five major brands had intensive media campaigns to promote their self-tanning and hydrating lotions. – Helia-D tanning lotion and the extra hydrating Helia-D Aquaboom face cream both represent this innovative trend – emphasises Attila Ireghy, sales director of Helia-D Kft. The segment of skin firming products also expanded dynamically last year. –Johnson’s added a product called Firming to its Holiday Skin product line, which has both a tanning and firming effect – says Katalin Hodossy, category solution manager of Johnson&Johnson Kft. As 90 per cent of women in the 30-54 age group have problems with cellulite, providing a solution to this problem is a priority for L’Orèal. – We are proud that one out of two slimming products sold in 2007 were Garnier products – tells us Anikó Csepeli, junior category manager of L’Orèal. They are introducing new specialised products this spring under the L’Oréal and Garnier brands. Nivea Body My Silhouette by Beiersdorf is also to be introduced this year. They are looking for new methods and partners to communicate the product. The market of basic, hydrating products is also expanding. Neutrogena introduced two new products during the winter, while Johnson’s presented a product called Dreamy Skin for night use. Helia-D is currently introducing its Helia-D Fruit Selection face creams. Mini sizes are rare in the market of body care products,. The most popular size is the 250 millilitre. The opposite is true for Neutrogena which receives substantial support and also has a product, the Intense Repair hand cream, intended specially for pharmacies. Beiersdorf continues to allocate a lot of resources to promoting its Nivea Hand cream products which rank third in terms of sales at the moment.