Feeling Good About Soap And Bath Products

Published in Health Products Business

We've all heard the expression "you are what you eat." Well, customers are also subscribing to the belief "you are what you put on your skin."
According to the 2004 Health and Wellness Trends Report published by the Natural Marketing Institute, 20.3% of natural channel shoppers say self-care body treatments are extremely or very important in how they maintain their health and approximately one quarter of natural health shoppers claim the usage of natural and organic personal care products is extremely or very important in how they maintain their health.

NMI also identifies natural channel shoppers have used natural personal care products in the past year; 28% have purchased natural or organic body care; and 29% have purchased natural or organic skin care.
The numbers are certainly promising. But how can natural product retailers tap into the soap and bath market and offer their customers more? Here are some suggestions.

OFFER SPA QUALITY PRODUCTS

Approximately 45-million Americans visited spas from June 2002 to June 2003 according to the International Spa Association. The industry has also seen revenues rise from $5 billion in 1999 to $14.5 billion in 2002.

Consequently, this wave of interest in spa treatments has had a ripple effect on soap and bath products in natural personal care. Kiss My Face Corporation's Organic Brand Manger, Emily Goetz says, "A trend we've noticed is people are asking for more spa quality products. People are going to spas and they want to recreate that spa experience at home."
An example is the company's June launch of an exfoliating treatment for the body called Sugar Reef Organic Sugar Scrub, which can be used in the bath or shower. Zia Natural Skin Care has also been attentive to the spa needs of customers. Its spa line includes the Sea Mineral Soak for the bath. "It's meant to detoxify," says Julie Sheikman, the company's esthetician. "The soak contains organic aloe, elder and ginko biloba to calm irritation and aid in cell repair. It also has Epsom and sea salts to help relieve stress, inflammation and promote circulation."

For additional pampering, Mountain Sky Soaps will be offering Butter Body Rubs in August. These are essentially massage bars designed to come in an easy-to-carry deodorant tube. The product is made with ingredients including shea butter, mango butter, herbs and almond oil.

GO ORGANIC

When it comes to trends, organic products are really making waves. According to the Organic Trade Association's 2004 Manufacturers Survey, organic personal care products grew from an estimated 142 million in sales for 2002 to 170 million in 2003.

This has created opportunities in personal care for companies such as Kiss My Face. Says Goetz, "Already in 2004 we've seen a 37% growth in sales in the organic facial care category," One of their latest additions is a new product released in July called Soy Soft Facial Cleansing Bar. The product is formulated to be fragrance-free and contains soy and shea butter.

Also, Dr. Bronner's Magic Soaps converted its bar soap, as well as their 8 & 32 oz liquid soap to organic last year. The bars come in Peppermint, Lavender, Almond, Eucalyptus, Tea Tree, Lemon, Rose and Baby-Mild varieties.

BRINGING IT ALL TOGETHER

Fortunately, there are a variety of ways for natural product retailers to promote natural and organic soap and bath products. According to Rod Jones, president of Jones Limited International Marketing Consultants Inc., customers often go into heath food stores looking for products or ingredients they've heard about such as omega-3 fatty acids. They're not necessarily looking for beauty aides. So, he says, "If the health food stores don't display these products in an interesting way and make the consumer aware that they carry these items, they're most likely not to discover them."

Plus, the displays don't have to be elaborate. "A display can be as simple as a sea shell, a bar of soap and a picture of a woman walking on a beach. Displays are only limited by the imagination," he says.

Also, Jones adds that health food stores have a wonderful opportunity to cross promote. Remember, skin is the body's largest organ and natural health product retailers can promote skin health by placing natural and organic soap and bath products next to supplements that promote skin health, such as a multivitamins and probiotic acidophilus

Another option is to have an end cap or a special area that commands a specific category or theme. This might include books, bath pillows, exfoliating mittens, bath brushes and aromatherapy candles. This may work as it helps customers to imagine using the products.

Although natural soap and bath products may be one of your best sellers, competition to sell these products is fierce. However, by utilizing your knowledge, as well as your creativity, you can remain one step ahead of your competition.