| Résumé : |
For product formulators, creating a personal care product that delights the consumer is becoming somewhat of a balancing act.
It is no secret that the personal care sector, along with many others across the FMCG category, has seen its share of challenges. Of course, under turbulent market conditions, bottom line profit becomes king.
Often to achieve this, concessions are made in product formulation and sourcing. Under normal market conditions, brands would typically choose higher-value premium ingredients to command a higher price point and capture an engaged audience seeking escapism and a touch of luxury in the everyday. As it becomes a question of shifting products in high numbers, cheaper ingredients tend to flourish as premium quality makes way for volume. Return per product is lower, but sales volumes are of course intended to be much higher in a bid to protect the bottom line.
However, as we know, the personal care sector does not thrive on cost alone and what we expected from the consumer, a reduction in ‘luxury’ purchasing, is turning out to be wrong. In fact, shoppers appear to be switching back on to higher-order goods, particularly across personal care, cosmetics and therapeutics. |
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Food trend butters delivering premium feel in GLOBAL PERSONAL CARE, Vol. 22, N° 5 (05/2021)
