Shower Gels What You Need to Know Before You Buy: liquid soap and hand wash brands were limited to Fem in the 80s/90s! Several brands are available now! When FMCG brands started selling liquid hand wash in India, many used the first days of advertising to educate customers (because it cost more than soap).
Much of the education focused on hygiene. This became so popular that Dettol launched a no-touch hand wash! Check out Dettol’s March 2019 ad. They still argue that liquid hand wash is cheaper and better than soaps (even if people buy an extra bar of Dettol for that!).
Shower Gels What You Need to Know Before You Buy
Does shower gels is a premium products
Why hasn’t India had user education to create a liquid body wash/shower gel market? Shower gels remain luxury items. In any department store, soaps outnumber shower gels.
Consider seeding user education (mostly hand wash):
- One large bottle (with a pump) for the whole family saves space in smaller bathrooms and eliminates soap boxes.
- Can sell hygiene story without touching soap
- It saves money by being used for the body and head (as shampoo).
- Can sell extra foam story since Indians think it helps them clean better (washing powder and soap makers have drilled this into us).
- As with hand wash, monthly body wash purchases can be sold in refill packs so the first pump/bottle can be reused, offering variety in fragrance, purpose, etc.
- Possible cross-selling opportunities include loofah/scrubber sales, which can be sold separately as better for the body to exfoliate the skin (ideal for tropical countries like India, where we sweat a lot).
- Fiama already gives away a pack of four loofah/scrubbers with 750ml body wash bottles to promote use.
Pears, Fiama, Liril, Nivea, and Lux sell shower gels. I haven’t seen consumer education on body wash’s mass market potential. Odd, no? Shower gel sales have surpassed soaps? Soaps still outnumber shower gels in standard department stores like Food world, More, and others, suggesting otherwise.
Since FMCG makers can charge a premium over soaps for shower gels, I wonder why they assume Indians will use them without prompting. Why not create the shower gel category from scratch like the liquid hand wash category, which required extensive consumer education and nudges?
You could argue that shower gels require more water to wash off than soaps. The country’s water shortage makes this a practical issue. One reason hand wash makers added water-less sanitisers.
Body wash for your skin type
Shea butter, Aloe vera, and sunflower seed oils are good ingredients for a moisturising body wash for dry, flaky, or sensitive skin.
For acne-prone skin, use a gentle salicylic or glycolic acid wash or an oil-free wash. Overproduction of oil clogs pores in acne-prone skin, causing bumpy, red acne. One can also use an exfoliating body wash to thoroughly clean pores. For better results, use a loofah or sea sponge with your body wash.
For anti-aging purposes
For anti-aging properties, body wash with salicylic acid and glycolic acid removes dead and flaky skin, improving moisturiser absorption and keeping skin supple.
What Not to Put in Your Body Wash
Another thing you should stay away from in body wash is silicone. Your body wash has silicone in it, which is why you feel like you haven’t been able to get all the soap off of your body. It only stimulates your senses to give you a “silky” smooth finish; it doesn’t do anything good for your skin.
Again, we want to stress that sulphate-based foaming agents are no longer a problem because there are many natural alternatives on the market. For example, our Body Wash doesn’t contain any SLS, silicone, triclosan, or polyester dyes.
Choosing a Natural Body Wash
In terms of how easy it is to use, body wash also has an edge. They foam up faster and make a lot more foam than soaps. This means they clean our skin well without damaging its protective layer. But it also depends on what’s in your body wash. When picking a body wash, SLS (Sodium Lauryl Sulphate) is an ingredient you should avoid. It’s a foaming agent that can make sensitive skin worse, so people who tend to get skin infections should stay away from it. That’s why you should find an SLS-free body wash right away. Also, take a look at our Natural Koparo Body wash.
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