Creams for all age groups

Manufacturers of hand creams, face creams and body lotions need to reconcile two different consumer needs. One is that products should only contain natural ingredients, while the other is that one product should provide the universal solution to all their skin problems. The market of hand creams and body lotions continued to expand in terms of value last year. Face creams produced an even higher rate of growth with an increase in sales of over 10 per cent, equal to HUF 11 billion. .Pharmacies still play a significant role in sales of face creams and hold a market share of 12 per cent. Drugstores and large, modern stores dominate the market of hand creams and body lotions. According to Attila Ireghy, sales director of Helia-D, consumers prefer drugstores because this is where expert advice is available and products are grouped according to their function. While family sizes over 300 ml are increasingly popular among body lotions, the opposite is true for hand creams where smaller, easy to carry sizes are preferred. The market share of small sizes showed a 10 per cent increase last year. Sales of masks have tripled this year. The main trend in innovation is the use of fruits and green tea. The assortment of cleansing tissues with various creams is expanding as well. Only products which fulfil several functions can be successful. Ladies want creams to hydrate, tighten and tan their skin at the same time. Helia-D Aquaboom face cream and a tanning body lotion are Helia’s response to the challenge. Nívea Oxigen Power represents another path in innovation, with its 15 per cent added oxygen. Naturally, it has additional advantages like being a factor 8 UV sun lotion and an anti-oxidant as well. The assortment of oil-free products, like Total Fresh by Garnier is also expanding rapidly.