Cosmo may not be known for its “natural” look, but it does have some good advice to share from time to time. For example, every woman should remember that if she’s expecting her man to feel welcome to hit the shower at her place, to stock some man-friendly soap. Because despite the metrosexual trend, nothing undermines “macho” like the use of a loofah and pomegranate-berry scented body wash.
Fortunately, whether for her or him, body washes and soaps can deliver the “natural” goods, offering consumers the opportunity to keep bath time eco-friendly—something that is driving sales of these products. “Consumers are looking for purer products without chemical and artificial ingredients, but that leave their skin feeling great,” said Dakshina Vanzetti, president, Auromere Imports. “Many natural products also have gentle therapeutic benefits. Additionally, people are looking for cruelty-free and environmentally-responsible products.”
Sales of such products are on the rise, said Laura Setzfand, vice president marketing, Nature’s Gate. Setzfand cited sales data from the market research firm SPINS, which found the natural soap and body wash category grew 11 percent over the past 52-week period. SPINS reported sales of liquid soap were up 16.4 percent, bar soap sales increased 9.7 percent, and body washes gained 6.6 percent in sales.
“The natural soap and bath category is one of the first categories new consumers are willing to try,” Setzfand said. “As interest in natural personal care products continues to grow among mainstream shoppers, we expect to see growth in these categories.”
One of the main points of differentiation driving such interest is the use of natural ingredients instead of mainstream chemical offerings. “Natural ingredients contain an incredible array of active compounds plus various other phytochemicals that contribute to the healing power of the herb and help negate side effects,” said Linda Miles, L.Ac. DOM, vice president, derma-e Natural Bodycare. “Natural soaps and body washes have a surfactant system based on natural ingredients such as coconut oil. They are also formulated without sodium lauryl sulfates (SLS), parabens, petrolatum, etc.”
Andree Falardeau, founder and president, Canus Goat’s Milk Skin Care, added not only are consumers looking for these natural ingredients, they’re more informed about them. “Consumers are demanding safe and healthy ingredients,” she said. “They want the cleanest ingredients that are possible and they want the companies they support to be dedicated to sustainability. Also, formulating with ‘botanical’ alternatives comes with a higher cost; but, our consumer is willing to pay a little extra for a ‘better product’ with ingredients that they can understand.”