Great skin in winter and summer

This article is available for reading in Trade magazin 2024/5

Alexa Menyhárt
junior brand & shopper
activation manager
Kenvue

“There was also a surge during the Glamour and Joy days, which contributed to the rise in value sales”,

informs Alexa Menyhárt, junior brand and shopper activation manager of Kenvue.

A wind of change

From January 2024, Kenvue is changing the packaging design and the formula of personal care products. Body care products will uniformly contain 10% added glycerine, in order to help prevent skin dryness. Fast-absorbing body lotion Deep Moisture will also feature the Pro-Ceramide Technology, which helps to strengthen the skin’s protective layer.

Péter Tóth
trade marketing
manager
L’Oréal Magyarország

Péter Tóth, trade marketing manager of L’Oréal Magyarország says: it is important to point out that the exfoliator segment has become very popular within the category, mainly due to the proliferation of self-tanners.

“Many people are longing for that coveted bronzed tan, but in 2024 tanning with low SPF is no longer trendy. This is because self-tanners are in their heyday, especially between April and June”,

explains the expert.

Sun protection and self-tanning at the highest level

L’Oréal Magyarország’s Mixa brand has recently undergone a major revamp. In 2023 Mixa jars and the ceramide range were introduced in the body care category, from which the 400ml jar can be used for both body and face. Also last year the Ambre Solaire brand broke into the self-tanning market with 3 innovations. An exciting new product for 2024 is Garnier Ambre Solaire Ideal Bronze Milk-in-spray SPF 50 in 150ml size.

Yvette Krubl
senior corporate communications manager 
Procter&Gamble CEE

Analysing the deodorant category, Yvette Krubl, senior corporate communications manager of Procter & Gamble in Central Europe reports that the market is growing dynamically, with the men’s deodorant and antiperspirant category expanding by 23% from 2022 to the end of 2023.

“As with other categories, we see that convenience and shopping close to home is still popular, which is why drugstores and speciality shops have been able to strengthen in value over traditional retail outlets”,

she adds.

The family is getting bigger

Procter & Gamble has two families of brands – Old Spice and Gillette – in the freshness and antiperspirant areas. Consumers aren’t only loyal to familiar fragrances, they are also keen to try new ones. Both product ranges are extended in March 2024, with new variants such as the Old Spice Rockstar stick, spray and shower gel in a fresh, citrus fragrance, and Gillette Cleargel Champion Gold 70ml, which is the official antiperspirant of the 2024 Olympic and Paralympic Games. Procter & Gamble also strives to innovate in the domain of raw materials, reducing the footprint of every product.

Deodorant market is highly saturated, it’s hard to come up with anything new and innovative