Magazine: Showered with fragrances

Melinda Jáger
marketing manager
Beiersdorf

The sales growth continued in the shower gel market in 2017, in terms of both value and volume. Zsófia Molnár, skin and hair category manager of Unilever Magyarország Kft. told our magazine that both women’s and men’s products realised a sales growth, and large-sized shower gels started to gain ground in both segments. Baba remained to be the most popular shower gel brand in Hungary (Source: Nielsen, December-January 2017). Melinda Jáger, marketing manager of Beiersdorf Kft. informed us that 2017 was a good year for NIVEA too, sales of their products grew faster than the category’s average – NIVEA became the second biggest brand.

Andrea Buza
retail marketing manager
Colgate-Palmolive Magyarország

According to Andrea Buza, retail marketing manager of Colgate-Palmolive Magyarország Kft., the shower gel market is very competitive. Consumers are price-sensitive and a large proportion of purchases is made in promotion.

Katalin István
senior brand és trade
marketing manager
Henkel Magyarország

Katalin István, senior brand and trade marketing manager of Henkel Magyarország Kft. revealed that drugstores realised the biggest sales growth among retail channels, to the detriment of hypermarkets. Attila Linczmayer, marketing manager of Florin Vegyipari és Kereskedelmi Zrt. added: more than half of the shower gel sold was bought in modern retail channels.

Réka Szabó
Dove brand manager
Unilever Magyarország

We learned from Réka Szabó, Dove brand manager of Unilever Magyarország Kft. that Dove Deeply Nourishing shower gels are very popular in the category of women’s products. The Dove Nourishing Secrets range debuted successfully and Dove Glowing Ritual is the company’s most popular product. Men like the Dove Men+Care Extra Fresh and the Clean Comfort shower gels, in 250 ml size. NIVEA reacted to the latest market trend – the growing popularity of family-sized products – by putting the 500ml variant of their most popular shower gels on the market.

The new 400ml Barnängen shower gel is one of the most popular Henkel products in the category. Palmolive Gourmet shower gels are increasingly popular, while the Palmolive Naturals range has become an iconic product. From Florin’s 250ml Dermaflora shower gels the aloe vera version is the best seller.

Bianka Andavölgyi
junior brand manager
Unilever Magyarország

Bianka Andavölgyi, Dove junior brand manager of Unilever Magyarország Kft. told Trade magazine: this spring they come out with new Dove shower foams for both women and men – they will be available in dm stores only. Their latest product for men is Dove Men+Care Charcoal+Clay. Ms István spoke to us about the launch of the Fa Island Vibes range – 100-percent vegan Fa shower gels, deodorants and the first scrub shower gel from Fa.

Ms Jáger talked about the new products this year: NIVEA Sunshine Love for women, and the NIVEA Deep and Rock Salt products for men. Ms Buza revealed that January brought the debut of Palmolive Gourmet Berry Delight shower cream. Palmolive Aroma Sensations So Luminous and So Fabulous are also new innovations.

Attila Linczmayer
marketing manager
Florin

Mr Linczmayer broke the news that more innovations can be expected in the Dermaflora 0% range – these products are free from harmful components. Soon an argan oil and honey product line will be launched (shower gel, shampoo, body lotion, liquid soap, stick deo and hand cream). //