Manly development on the body care market

The body care market can be divided into three categories: shower gels, deodorants and body lotions. In the first two categories versions for men are available in almost as high a number as for women. It is a characteristic trend that manufacturers try to be present in as many segments of all three categorise as possible. According to László Aranyi, Unilever Magyarország Kft.’s trade marketing manager buyers of these categories have become more price sensitive and in decision making they rely more or the promotional leaflets of chains. Sales in promotion grew in all retail channels. Anikó Radosiczky, Sarantis Hungary Kft.’s marketing manager said that consumers are even less willing to part with their money than before, but unlike in other chemical categories they did not start turning to private label products yet.

In 2010 the deodorant market surprised men with many new products. Men’s deodorant market expanded in both value and volume, while women’s deodorant market contracted. Shower gels improved in value and slightly fell in volume. In the body lotion category there was stagnation in terms of value, with volume sales plunging by two-digit numbers. Unilever has a wide brand portfolio, they have value for money and premium brands as well. They see the way out of crisis in innovation and in understanding consumers better. Their top-quality, affordable-price brand Baba has been doing well on the deodorant market too since last July, and managed to increase its share of the shower gel market. Their body lotion range was also able to grow.

In 2010 the Baba Intensive Hand Cream and the Baba Skin Care Cream with chamomile extract were introduced. Among Dove products the Dove for Men range was in the limelight in 2010, but the Dove Visible Care shower gel range with Nutrium Moisture ingredients was also put on the market. What about the Axe brand? Axe Twist and Axe Rise Up deodorants and shower gels hit the shops, supported with a series of parties where young party-goers could take a shower in the middle of the coolest clubs. Rexona focused on Crystal women’s deodorants with its campaigns, while in the men’s segment they came out with Rexona Sport Defence. In Beiersdorf ‘s laboratory they found that silver ions guarantee triple protection, blocking the spreading of bacteria cells, killing its cell membrane and the enzymes surrounding it.

In Nivea Silver Protect products these features were combined with traditional Nivea quality, establishing a new 8-product range. Melinda Jager, Beiersdorf’s trade marketing manager told us that a nationwide media campaign, with Internet and in-store presence supported the products’ introduction. For teenagers, Nivea developed the Angel Star (girls) and Nivea for Men Menergy (boys) ranges. For Sarantis Hungary Kft. the summer promotion campaign of STR8 was very successful. However, for them the main season is the period before Christmas. Their STR8 and BU Christmas gift packages are already waiting for orders in the warehouse. In spring they appeared in shops with BU Rockmantic – a scent which targets rock-loving romantic young girls.