Body care for all ages

Body care is a complex category that comprises accessories of bathing, skin care and beauty care. Consequently brands play an important role in the category as few take the risk of skin irritation or allergy just because a product is cheaper. From this aspect the private label products of leading drugstore chains also belong to the group of reliable brands. In the shower gel category sales dropped in terms of value, volume and number of products sold in January-June 2011 (source: Nielsen). According to Adrienn Vida, Unilever’s category operations assistant manager branded products have been facing serious difficulties in keeping their market share because of the recession, while private label and ‘value for money’ products (such as Baba shower gels) have continued to expand. Baba is Hungary’s number one shower gel brand, which started expanding its portfolio in 2008 and today offers two very successful shower gels to both men and women. Petra Rozgonyi, L’Oréal Magyarország Kft.’s category management intern told our magazine that recently they experienced more price and promotion sensitive behaviour from consumers in the domain of facial care. Private label products became more muscular in this category too; in order to offset the trend the company offers affordable luxury and constant innovation (e.g. Revitalift Total Repair 10 came out this summer) with L’Oréal Paris facial care products. Sarantis observed that economic recession made consumers turn towards deodorants in lower price categories. Women are more open to new products, while men are more loyal to their favourite brands. As a result, an intensive price and promotion competition started between different brands. Junior brand manager Szilvia Albert told us that this category has always been innovative but after the recession not only existing brands renewed their portfolios, but completely new players and brands appeared on the market – especially among men’s products. Since private label products are not characteristic of the deodorant segment, Sarantis’ STR8 and B.U. brands were absolute winners of this restructuring process. Adrienn Mayer, SCA Hygiene Products Kft.’s trade marketing coordinator shed light on the fact that as a result of the recession fewer babies were born in Hungary, consequently the company expects a contraction of the diaper market. In the baby care category diaper, wet wipe, baby cream and talcum powder sales grew in 2010. Parents do not make compromises when it comes to the comfort and safety of the little ones. To serve this demand Libero established its Babycare product family. These products are made using natural ingredients, do not contain perfume and colouring and are dermatologically tested. Nivea baby care products were developed especially for babies’ skin. Nivea Baby Soft&Cream soothes the sensitive baby skin and Nutri Sensitive lotion and Silky Shine shampoo are perfect for bathing babies.