Adam in the focus, following Eve

An increasing number of products intended for men are appearing in the shower gel and body lotion category, previously regarded as rather feminine. The category continues to produce annual growth of 4-5 percent. According to Adrienn Vida from Unilever Magyarország, the shower gel market has been producing dynamic growth for years, reaching HUF 14 billion in 2008. The summer months and Christmas are the peak seasons in terms of sales. In the opinion of Ottó Németh, head of marketing from Henkel Magyarország, one of the most apparent trends in recent years has been big manufacturers trying to adapt well proven concepts and brands to new categories. Classic female brands have begun to offer products for men as well. As Anna Gábos from Beiersdorf Kft. has emphasised, the male segment has been producing dynamic growth while the female segment shows stagnation. In the case of shower gels for men, prices are higher than among products for women. Beiersdorf is also increasingly committed to a cross-category approach, with Nivea fragrances and ingredients adapted to other categories, like in the case of Pearl&Beauty shower gel. The STR8 brand of Sarantis Trade 90 Kft is also intended for men. The fragrance oriented shower gel adheres to STR8 traditions and also follows current trends, with the STR8 Power range introduced last April and the SPEED version launched this year. It has been pointed out by Petra Lambert from Henkel that fragrance and consistence are the two primary considerations for consumers in choosing a shower gel. Creamier gels are more popular in the winter, while refreshing gels sell well in the summer. The success of innovative products is practically guaranteed, provided these are supported by an integrated marketing campaign and retail partners. This is how two new versions of the Fa Cream & Oil product line, Selyem & Magnolia and Kakaó vaj & Kókusz. Have been introduced. Fa Fresh & Oil will also be available in two versions for the summer. The market leader Baba has launched a male version of its shower gel with sea minerals while two new versions intended for women have also been introduced. Unilever Magyarország keeps launching new Dove shower gels before the summer season every year. Dove Go Fresh Burst is to be launched in May this year. Nivea Diamond Touch Creme Oil shower gel is intended to take advantage of synergies with the hair care product line. Active3 is a new shower gel to be added to Nivea for Men product line. The importance of communication has also been emphasised by Anikó Radosiczky from Sarantis Trade 90Kft. This why they are launching an intensive TV campaign In May to support the STR8 brand.