Bodycare - Europe - December 2010
Bodycare has always been the poor relation in comparison to facial skincare, with only the hands on view year-round. Bodycare sales are highly seasonal and, viewed by many as an indulgence, are high on the running order of products that can be crossed off the shopping list when times get tough.
It is not surprising, then, that the bodycare market has gone through a dry patch in recent years. Last year saw the category decline in the UK and Germany at a time when other beauty categories managed to turn in growth, and in some cases dynamic growth. Elsewhere, France, Italy and Spain recorded only slender gains.
The bodycare market has a number of important hurdles to overcome if it is to return to growth. Consumers remain relatively cynical about added value claims and are, therefore, reluctant to spend more money on bodycare products in the current economic climate.
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