How Body Care Became Beauty’s Most Covetable Category
With a raft of high-profile acquisitions, sponsors and strategics are looking at the segment with fresh interest. That’s making it harder to stand out, but smart brands are focussing on ownable niches.
Paloma Elsesser joined The Business of Beauty's executive editor Priya Rao to discuss the importance of staying authentic in a world where tokenism is prevalent. Elsesser, who has spent the past decade working on other people's brands, is now contemplating building her own. Scrubs for the body have traditionally offered a convenient path to a spa-like experience at home.
However, Gen-Z's tendency to cleanse themselves relentlessly has breathed new life into this category. In response, the established player sees an opportunity to regain its footing in the US market with a new CEO at the helm, an emphasis on fine fragrances, and revised distribution channels. Daniela Morosini, Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty, has been tracking the industry's trends and challenges.
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