Soap,Bath &

Shower

Trend Watch

July 2019

∙ Perfume your world ∙

Key players of the Soap, Bath & Shower (SBS)

market progress slowly yet consistently.

●

Incorporating traditional beauty rituals &

aromatherapy in the daily cleansing

routine gain traction.

●

Consumers’ awareness of harm & safety within

products continue to prevail carrying out claims

like “natural” or “free from” to assure the

consumer of what they’re using.

•

•

TABLE OF CONTENTS

2

TRENDS

Experience

Wellness

Masculine

Skin Safe

1

MARKET OVERVIEW

Category Overview

Key Brands

Facts and Figures

Trending Now

3

FRAGRANCE

Olfactive Trends

Sozio Fragrance Analysis

Fragrance Collection

MARKETOVERVIEW

• C a t e g o r y O v e r v i e w

• K e y B r a n d s

• F a c t s a n d F i g u r e s

• T r e n d i n g N o w

- 1 -

Market FactorsTotal US retail sales forecast of SBS products, by segment, at current prices, 2013-23

MARKET OVERVIEW - category overview

- 2 -

• Retail sales were estimated to reach $6.2 billion in total retail sales of 2018, an increase of 4.4% from 2017.

• The soap, bath & shower category will experience slow, yet steady, growth, increasing sales by 16% from

2018-23 to reach sales of $7.2 billion.

Source: Mintel SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2019

1,632 new product

launches in

2018

Market Breakdown Estimation by CountryTotal global retail estimates of SBS products, by value, 2019

MARKET OVERVIEW - category overview

- 3 -

• More than a quarter of global retail sales of SBS products were by US. Followed by China, India and Brazil.

• US estimated to increase to $6.4 billion by 2020.

0

1

2

3

4

5

6

7

US China India Brazil Japan

Country

$ B

illio

n

35%

21%19%

15%

10%

Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2019

MARKET OVERVIEW - key brands

- 4 -

Market Leader Breakdown of SBS market % by segment (value in USD), North America, 2018

MARKET OVERVIEW - facts & figures

Source: Mintel, Market sizes 2019

- 5 -

Unilever46%

Colgate-Palmolive16%

The Procter & Gamble

16%

Henkel15%

Parfums de Coeur4%

Johnson & Johnson3%$33.2 million

in sales for top market

player Unilever T O P B R A N D S

Softsoap

Bath & Body Works

ULTA

Dial

Dove

Irish Spring

Olay

Tone

Ivory Clean

Caress

Suave

Source: Mintel, GNPD 2019

Source: Mintel, GNPD 2019

Top Claim Categories for SBS Launches % by segment, North America, 2018

• NATURAL and ETHICAL & ENVIRONMENTAL take the lead in SBS product claims.

Consumers who want to change and live an eco-friendly lifestyle are looking for more natural

ingredients or compostable/recyclable packaging.

• FREE FROM claims are gaining traction as an opportunity to position new products that do not use

hazardous materials. Consumers are concerned with the components of the products they are using

and the impact they can have on the environment.

MARKET OVERVIEW - facts & figures

- 6 -

Need to explain not just read the charts

Wrong explanation for Free From think about safety/consumer concerns

Looks like no change over the years so maybe instead of having the evolution graph put that in your explanation to support it

Natural20%

Ethical & environmental19%

Beauty enhancing12%

Free from11%

Demographic8%

Functional7%

Positioning7%

Product tested7%

Plus4%

Suitable for5%

Natural

Ethical & environmental

Beauty enhancing

Free from

Demographic

Functional

Positioning

Product tested

Plus

Suitable for

Source: Mintel, GNPD 2019

Top Format Categories for SBS Launches % by segment, North America, 2016-2018

• SHOWER PRODUCTS launched in 2018 remain prevalent in leading SBS product format.

• From shower tablets to bath fizzies, BATH ADDITIVES use industry trends and traditional cultural rituals to

make relaxation newly experiential; this format group has increased every year since 2016.

• Increase in BAR SOAP products highlight comeback of the original soap format gaining traction and

transitioning to its own niche product form due to being an eco friendly products and new launches by upscale

brands & trendy indie brands.

MARKET OVERVIEW - formats

- 7 -

Shower Products

39%

Liquid Soap25%

Bar Soap18%

Bath Additives18%

Shower Products

Liquid Soap

Bar Soap

Bath Additives

(640)

(413)

(294)

(285) 0 200 400 600 800

2016

2017

2018

*SHOWER PRODUCTS include shower gels, body scrubs etc.

*LIQUID SOAP includes hand soaps

MARKET OVERVIEW - trending now

- 8 -

55%Increase of new bath

additive launches in

2018 vs. 2016

USA

Charcoal Body Bar

Massaging Soap

JACK BLACK

Energy Boost

METHOD

Sea Salt Pedi Pebble

ULTAPinkalcious

ETHIQUE

Red Roses

Bath Oil

JO MALONE

Sake Bath

FRESHFocus and Balance

Geode Bath Bomb set

LATIKA

Wild Cherry Blossom

Rice Bluff

RED FLOWER

The efficient, travel-friendly solids that fit in your palm and won’t leak into your bag is back! BAR SOAPS…

BATH ADDITIVES include bath fizzies, bath bombs, bath salts, bath oil, bubble bath etc…

Source: Real Simple, US- April 2019

Since bar soap doesn’t use water, a dispenser or much packaging, it’s an eco-friendly option!

Bath additives provide detoxification & beneficial relief

by making the aromatherapy/wellness trends inclusive and offering experiential/sensorial products.

Alternative Formats

Source: Mintel Report, 2019

40%Increase of new bar

soap launches in

2018 vs. 2016

USA

Source: Mintel Report, 2019

Source: Mintel, GNPD 2019

MARKET OVERVIEW - trending now

- 9 -

(640)

(413)

(294)

(285)

FOAM PARTY

Rose Oil

Body Wash Mousse

DOVE

Ritual of Yalda

Foaming Shower Gel

RITUALS

Vanilla and Jasmine

Foaming Silk Mousse

Body Wash

NIVEA

Mermaid Sea Foam

Foaming Hand Sanitizer

BATH & BODY WORKS

Pure Sport Foamer

Instant Foam Body Wash

OLD SPICE

MILKY WAY

GETTING ME JELLY

Fresh Goat’s Milk

Foaming Milk Bath

with Lavender Oil

CAPRINA by CANUS

Aquamarine

2 in 1 Bubbly Wash

& Bath Milk

BATH & BODY WORKS

Manuka Honey

& Provence Lavender

Baby Shampoo & Bath Milk

SHEA MOISTURE

Almond Milk & Honey

Calming & Caring

Bath Milk

THE BODY SHOP

Black Lime

Shower Jelly

VICTORIA’S SECRET

Pillow Battle

Melting Shower Jelly

SEPHORA

Pillow Battle

Melting Shower Jelly

BLISS

Green Coconut

& Activated Charcoal

Bath & Shower Jelly

SHEA MOISTURE

Trendy Textures

TRENDS

• E x p e r i e n c e

• W e l l n e s s

• M a s c u l i n e

• S k i n S a f e

- 10 -

TRENDS - experience

- 11 -

➢ Incorporating unique formats

or textures found in skin care

can not only gain traction with

consumers but also transform

showering/ bathing into a

more exciting and engaging

experience with emotions.

➢ Sensorial products include

glitter, foam, color changing

agents, transforming textures

etc.

1. BATH AND BODY WORKS

Color Changing Bath Fuzzy

2. GENTO Antibacterial

Color Changing Hand Wash

3. BATH & BODY WORKS

Black Chamomile Body Wash

4. MOLTON BROWN Vintage

2016 with Elderflower

Inspired By Skincare

2.

Multi-sensory

products

1.

3.

4.

Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2019

Make Bath Time Experiential

TRENDS - wellness

- 12 -

➢ Essential oils have been used for well being and mental health;

they are gaining more active/beneficial uses like changing

mood with an essential oil and how to use that mood in

activities.

➢ Market demand for safer, sustainable, and natural ingredients

and eco-friendly products will continue to drive product

innovation.

➢ Strong interest in a natural claim is reflected by brand’s

successes’ of infusing essential oils with fragrances.

Essential Oil Claims for Well Being

SELF LOVE

Bath+Body Ritual Kit

HERBIVORE BOTANICALS

After The Class

Post Workout Soak

PURSOMA

Sleepy Shower Gel

LUSH

53%Of adults agree that self-

care is important for their

well being

37%Of adults seek soothing

benefits in their soap,

bath & shower products

8%Growth of interest in

essential oils in

2018 vs. 2016

In the USA…

Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2019

Self-Clean for Health & Well Being

Source: Mintel Report, 2019

TRENDS - wellness

- 13 -

➢ Vitaclean offers Vitamin C and Essential Oils filtered handheld

shower heads for an affordable luxury shower experience.

➢ The filters come in a dissolvable gel which is composed of

dextrin, pectin, Vitamin C, distilled water, and essential oil.

Upon contact with hot water, the gel melts and begins to filter

the water and creates aromatherapy.

➢ The shower heads conserve up to 25% of water and has an

incredible water pressure which forms a silk shower feeling!

Their brand highly values sustainability, female empowerment

and spreading a message to encourage young people that

they can be innovative and make a change in their communities.

Vitaclean: Well Being & Sustainability

Source: Fashionsnoops Vitaclean, US- March 2019

Shower x Aromatherapy Innovations

TRENDS - masculine

51%US men would be willing

to spend more on a

personal product with a

favorable scent

23%Of men sometimes

use soap as an

alternative to

shaving cream

16%US men wish there were

more products made for

their own skin

Men in the USA…

Cedar & Jojoba Oil

Men Only Bubble Bath

KNEIPP

Leaf & Leather

Big Ass Brick of Soap

DUKE CANNON

Black Spice

Body Scrub

MAN CAVE

Rock Salts

Deep Clean Body Wash

NIVEA

Freshwater

Men’s Collection

BATH & BODY WORKS

- 14 -

Source: Mintel THE FUTURE OF SOAP, BATH & SHOWER PRODUCTS, US- FEBRUARY 2019

Men Bathe Too!

Source: Mintel Report, 2019 Source: Mintel Report, 2019 Source: Mintel Report, 2019

TRENDS - skin safe

- 15 -

Hydra Life

Micellar Water Cleanser

DIOR

Pink Coconut Calypso

Micellar Body Wash

BATH AND BODY WORKS

SkinActive

Micellar Foaming Cleanser

GARNIER

Anti-Stress

Micellar Water Body Wash

DOVE

Water Boost

Micellar Shower Gel

SIMPLE

32%US consumers shop for

bath products

that are safer for

sensitive skin

27%Of women have used

micellar water in

the last year

25%Of users believe too

much showering or

bathing can strip away

good bacteria

In the USA…

Source: Mintel, GNPD 2019

…they are enriched with vitamins and boost skin hydration by 90% without disrupting the natural pH of skin.

MICELLAR WATER products are safer for sensitive skin…

Micellar Cleanse

Source: Mintel report, 2019 Source: Mintel report, 2018 Source: Mintel Report, 2019

FRAGRANCE

• O l f a c t i v e T r e n d s

• S o z i o F r a g r a n c e A n a l y s i s

• S o z i o C o l l e c t i o n

- 16 -

Source: Mintel, GNPD 2018

Top Fragrance Group for SOAP, BATH & SHOWER% by segment, North America, 2016-2018

FRAGRANCE - olfactive trends

- 17 -

•GOURMAND/EDIBLE fragrance group remains leading fragrance family in new product launches.

Consumers desire experiential scents giving a cozy comforting ambiance.

•GREEN/HERBAL/WOODY & FLORAL fragrance families highlight natural ingredients supporting

botanical and herbaceous olfactive trends and natural aspects.

Green/ Herbal/ Woody

25%

Floral23%

Gourmand/ Edible30%

Citrus8%

Fruity7%

Fantasy7%

0 50 100 150 200

2016

2017

2018

- 18 -

FRUITY

AROMATIC

WOODY

FRESH

FLORAL

SPICY

CITRUS

FRAGRANCE - Sozio fragrance analysis

- 19 -

Feel Glamourous

Shower Gel

PALMOLIVE

Fresh Plum

Rainbath

NEUTROGENA

Karma: Holy Lotus &

Organic White Tea

Foaming Shower Gel

RITUALS

Delicate

Aloe & LotusFloral/Green

Top: Tropical Foliage,

Crisp Fruits, Eucalyptus

Middle: Dewy Rose,

Thyme Blossom, Soft Violet

Base: Cloud Musk,

Coconut Water

Alternate Name

Rose Petals & Cucumber

Hibiscus & PitayaFruity/Floral

Top: Juicy Pineapple,

Watermelon, Lemon Zest, Peach

Middle: Wild Rose,

Tiare Blossom, Jasmine

Base: Sweet Musk,

Warm Amber, Sugar Crystals

Alternate Name

Tropical Melon & Tiare

Top: Strawberry, Mandarin,

Green Apple, Yellow Plum

Middle: Violet,

Pink Jasmine, Muguet

Base: Vanilla,

Vegetal Musks

Açaí & RosehipFruity/Fresh

Alternate Name

Tart Berries & Nectarine

- 20 -

FRAGRANCE - Sozio collection // delicate

SZUS026656 SZUS026661 SZUS026658

- 21 -

Herbacology

Argan Oil & Lavender

Body Wash

LOVE BEAUTY & PLANET

Ginger

Shower Gel

THE BODY SHOP

Reverence

Aromatique

Hand Wash

AESOP

Relief Pink Coriander & Mint

Aromatic/Spicy

Top: Rhubarb, Bergamot, Fresh Mint,

Pamplemousse, Pink Pepper

Middle: Honeyed Rose, Iris,

Magnolia Leaves, Geranium

Base: Cashmere Musk, White Cedar,

Ambrette, Sugared Berries

Alternate Name

White Sage & Cedar

Destress Wild Thyme & Hinoki

Woody/Aromatic

Top: Spearmint, Oregano,

Anise, Clove Leaf

Middle: Thyme Blossom,

Clove Leaf, Leathery Rose

Base: Hinoki, Vetiver, Olibanum,

Cedarwood, Labdanum

Alternate Name

Sweet Vetiver & Cypress

Top: Hawaiian Ginger, Bergamot,

Lime, Grapefruit, Cardamom

Middle: Neroli, Clove Leaf,

Orange Blossom, Geranium

Base: Ambrette,

White Musk, Sandalwood

RejuvenateBergamot Blossom & Ginger

Citrus/Green

Alternate Name

White Tea & Tangerine

- 22 -

FRAGRANCE - Sozio collection // herbacology

SZUS026656 SZUS026661 SZUS026658

- 23 -

Made for Men

Graphite

Shower Gel

BATH & BODY WORKS

Bourbon & Cedar

All-in-One Body Wash

OLIVINA

Cedar + Cypress

Body Wash

METHOD MEN

Charcoal & MossSpicy/Aromatic

Top: Citron,

Cinnamon Leaf

Middle: Violet,

Lily of the Valley

Base: Cedarwood, Musk,

Red Sandalwood, Smoked Suede

Alternate Name

Smoked Driftwood & Hemp

Bourbon & Black PepperFougere/Woody

Top: Bergamot, Coriander,

Black Pepper, Rosemary

Middle: White Jasmine,

Orris, Lavender, Heliotrope

Base: Amber Musk, Patchouli,

Oak Moss, Galbanum, Cypress

Alternate Name

Gold Cedar & Vetiver

Top: Bergamot,

Clementine Peel

Middle: Jasmine Petals,

Elemi, Geranium

Base: Sheer Musk, Cypress,

Amber, Vanilla Bean

Sea Minerals & CypressFresh/Woody

Alternate Name

White Cypress & Sandalwood

- 24 -

FRAGRANCE - Sozio collection // made for men

SZUS026656 SZUS026661 SZUS026658

www.jesozio.com

∙ Perfume your world ∙

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Phone: (+1) 732 572 5600

Fax: (+1) 732 572 0944

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Hong Kong

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Fax: (852) 2111 0942

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