Showered with fragrances (Part 2)

Brand manufacturers are of the opinion that in the shower gel category the three most important buying decision making factors are price, brand loyalty and product fragrance.

Réka Szabó
brand manager
Unilever Magyarország

According to Réka Szabó, Dove brand manager of Unilever Magyarország Kft., the shower gel market is still very price-sensitive. In spite of this fact, brands are still ranked high on the list of decision-making factors. The company’s survey has revealed that the Dove brand is the best moisturiser and Baba shower gel is the most popular in Hungary. Melinda Jáger, marketing manager of Beiersdorf Kft. informed us that in many cases shoppers make a decision based on in-store promotions. Almost every shopper has a set of brands – products that they like and are affordable to them – from which they choose when buying.

Katalin István
senior brand and trade
marketing manager
Henkel Magyarország

The premiumisation process and the vegan trend of recent years are also influential in the shower gel market. Katalin István, senior brand and trade marketing manager of Henkel Magyarország Kft. revealed that in the low- and medium-priced product categories, such as FA shower gels, consumers are much more sensitive to the price than in the case of premium products such as Barnängen. A global trend is prevailing as well: consumers are focusing on natural product components and environmental consciousness. Fa Island Vibes is a product range that targets vegan consumers.

Attila Linczmayer
marketing manager
Florin

Attila Linczmayer, marketing manager of Florin Vegyipari és Kereskedelmi Zrt. told Trade magazine that when it comes to buying shower gel, many consumers are glad to try new products; when they find the one that is perfect for them, they stick with that brand – this is the company’s experience with Dermaflora products too.

Zsuzsa Tabár
product manager
Target Sales Group

Zsuzsa Tabár, product manager of Target Sales Group Kft. believes that shoppers are increasingly conscious when making a purchase: they don’t just look at price, brand and fragrance any more, but also check product components or whether animal testing was used when creating the product. Inecto Naturals and treaclemoon shower gels are made exclusively from top-quality, controlled components, can be used by vegan consumers and aren’t tested on animals.

Melinda Jáger
marketing manager
Beiersdorf

Ms Jáger revealed that one third of sales was realised by men’s shower gels in 2017; the majority of products sold were for women and children’s products represented a small proportion only.

Bianka Andavölgyi
junior brand manager
Unilever Magyarország

We learned from Bianka Andavölgyi, Dove junior brand manager of Unilever Magyarország Kft. that the Dove Men+Care product was developed especially for men’s skin, therefore the primary target in marketing communication are men, even though that company’s is aware of the fact that in many cases it is women who buy shower gel for men. Mr Linczmayer added that this fact doesn’t mean that the look and communication strategy of these products don’t need to be masculine.When men choose, they focus on the fragrance and natural components.

Zsófia Molnár, Unilever Magyarország Kft.’s skin and hair category manager informed us that the company will implement shower gel promotions for men only and they will also do campaigns where men’s products are combined with Dove women’s products. BABA products will get strong marketing and promotional support in 2018, and a new product will also be launched. Henkel is building product awareness with an all-year marketing support on many platforms. NIVEA will focus on reaching consumers directly and making them try products. The Dermaflora 0% brand realises continuous trade marketing and retail promotions, and there will also be image campaigns this year. Target Sales Group popularises the Inecto Naturals brand portfolio with continuous price promotions, consumer promotions and partner-specific prize games. //