The bath and body market has taken the laurels in recent years. Market leaders such as Bath & Body Works, Origins and The Body Shop strive to find the perfect blend of ingredients to entice their customers’ senses and stay ahead of the competition. Packaging makes the first impression—and all the difference—at the point of sale, especially if it encourages consumers to pick up the containers and smell the product. Body moisturizers are the largest segment of body care in department stores, according to NPD BeautyTrends, Port Washington, NY, followed closely by aromatherapy.

“A combination of factors are driving the market—primarily body care and aromatherapy,” said Mark Brooks, director of skin care, NPD BeautyTrends. “It is a cultural thing—it’s an easy way for people to unwind and have a spa at home. Aromatherapy sales more than doubled last year in department stores. This year alone, sales are up 21%.”

Overall numbers in the category are up and have kept growing, especially in the past year or two, and now companies are capitalizing on the growth with packaging at the forefront of the category’s success. “Packaging trends are going toward really creative products,” stated Mr. Brooks. “Another major trend is tapping into natural resources such as Origins’ sea salts. Through September, bath and body sales rose 29% over last year. A lot of that has to do with Origins’ new bath line that was launched in the spring. Origins has been particularly instrumental in the category for years with its Salt Rub and scrubs.”

Origins’ Salt Rub scrub, originally the focus of the Go For The Glow Mineral Salt Body Scrub service at the Origins Feel-Good spa in New York, has gained an impressive following. After countless requests for take-home versions, Origins, an Estée Lauder company, introduced Salt Rub in a mason jar. The product has become one of the company’s biggest sellers, according to company executives. The rub features skin-scouring dead sea salts in emollient-rich macadamia, soybean, kukui and sweet almond oils and spearmint and rosemary fragrances.

“Origins was looking for innovative packaging, especially a sealed jar, and they found it in mason jars,” said Maureen Morlath, Origins’ packaging development manager. “While looking for a unique profile and a way for consumers to mix the product, the design team thought mason jars would be apropos to evoke a preserve and home spa-like feel.”

Origins’ Bath Collections are being phased down to three flavors in sleek new designs.

Ginger Body Scrub, the best-selling bath and body ‘flavor,’ both domestically and internationally, is also packaged in a mason jar infusing ginger zest, lemon, lime and bergamot to soothe tired joints and muscles.
Earler this year Origins introduced Bath Collections, which includes Ginger, All’swell (cucumber, Indian wintergreen and field mint), Fretnot (tangerine, orange and lemon), Gloomaway (grapefruit, orange and field mint) and Lazabout (orange flower and neroli). Each flavor features a variety of products such as a soufflé, body wash, body balm, bubble bath, body duster and soap bar. Origins is in the process of phasing out two of the five flavors, retaining the more popular Ginger, Fretnot and Gloomaway scents. The Fretnot and Gloomaway offerings have undergone repackaging with new bottles, caps and graphics. The Ginger Collection has new bottles and caps only that are currently being introduced to stores.

“The Fretnot and Gloomaway packaging is taller and sleeker than previous bath collections,” said Ms. Morlath. “They no longer contain thread closures and we added our signature beanie caps with an easy-open, one-finger flip-top cap. Customers look for dispensing convenience, especially for shower and bath use.” Early next year, Origins will launch the Salt Rub scrub in a PET mason jar for customer convenience and safety.

The Body Shop, the UK-based retailer of natural and cultural-based skin and hair care products, recently introduced a slew of innovative products such as the Japanese Hotsprings collection and Milk Bath range in November. The Japanese Hotsprings line was inspired by Japan’s naturally-occurring hot springs.

“Japanese Hotsprings packaging is very linear, simple and spartan,” said spokesperson Chad Little of The Body Shop. “The colors and packaging are reflective of the Japanese culture, including Japanese text printed on the front panels of the products. The packaging design creates a link between itself and the Africa Spa range to offer a ‘global spa’ area in-store.”

The range features burgundy, black and gray colors in varying shapes to clearly distinguish between the products on the shelf (mineral bath soak, softening body gel, softening mineral dust, indulgent bath cream and aromatic dry oil mist).

The Milk range is designed to resemble dairy products. The packaging includes a bottle in the shape of an old milk churn and soap in wax paper like bricks of butter. Milk Bath contains shower cream body lotion, foaming bath milk, milk protein towel, body bar, powdered milk bath and body cream.

“The colors are primary colors used in the packaging of most dairy products, with white being the dominant color in the range,” said Mr. Little. “The bottles are like old-fashioned milk bottles that were delivered to your door once upon a time, a common household item in past American culture.”

According to Body Shop executives, bath and body packaging must contain elements of uniqueness in terms of formulation, components and colors; practicality; an effective delivery system; visual appeal and giftability. Many of these aspects are very target-specific, depending on the audience.

“Certain customers buy things because they are practical and easy to use, while others don’t care about practicality,” said Luca Michelageli, creative director, The Body Shop. “Some consumers buy a product because it fits with the decor of their bathroom, or a color because it is trendy that season.” Regardless of what product it is selling, the Body Shop is well aware that packaging creates the buyer’s first impression, causing consumers to touch and smell the product.

“Maybe you can’t judge a book by its cover, but sometimes the cover gives the book a chance to be read when it would have otherwise would gone unnoticed,” said Mr. Little. “Packaging must be interesting and grab the customer’s attention to see what is inside the bottle.”

Earlier this year, prestige bath and body maker H2O Plus repackaged its Bath Exotics and Bath Aquatics lines to further reinforce its aquatic image and offer easy-to-use items. “The designs portray H2O Plus’ transparent, water-like image and underscore the bright, whimsical nature of the line,” explained Rhea Skilken, H2O Plus’ marketing director. “All products are now in easy-to-handle tubes with sleek, transparent components and clean, white graphics.” Packaging not only grabs the consumer’s attention but also immediately delivers the emotional components of the line.

“We are positioned as a water-based, oil-free, sea-ingredients rich line,” said Ms. Skilken. “The water message speaks to the most fundamental natural and health aspects of our lives. It’s functional—the best way to care for skin—and spiritual all at once.”

food glorious food
It seems that some companies are turning to the fundamental instincts of hunger to reach consumers. Supermarket-inspired Fresh Tastings, a Sears Circle of Beauty line under the Time Out brand, debuted in September. Fresh Tastings’ four flavors (strawberry/raspberry, nectarine/apricot, apple/passion fruit and blackberry/cherry) are available as Fruit Whip (exfoliating crushed fruit seeds, sugar cane and moisturizing sweet almond and jojoba oils), Smoothie Body lotion (purée of vitamin E, calendula, lemongrass, aloe vera and allantoin), Shower Jam Wash (foaming gel with small exfoliating seeds and fruit extracts) and Body Mist.

“Fresh Tastings is a very food-inspired line,” said Marianne Darlak, vice president, marketing, Circle of Beauty. “All flavors and textures are very food-y in quality, look, texture and smell. It’s a mouth-watering line.” Some products even feature “do not eat” stickers on their caps. A team of packaging experts from Circle of Beauty initially scouted packaging in food stores to design the line’s containers. For example, Fruit Whip imitates a ketchup bottle and Shower Jam’s container could be mistaken for a jelly jar.

Innovative mason jars are featured in Origins’ scrub products.

“A major bath and body trend leans toward edible-quality products in the marketplace,” noted Ms. Darlak. “Customers are looking for packaging that is visually appealing on a subliminal level. It is part of the psyche of the purchase. Bath and body packaging also has to be consumer-friendly, environmentally correct and easy-to-use. Consumers also like looking at products from a sensory standpoint. They want to pamper their skin and pamper their senses.”

Last summer, The Royal Soap Company, Dallas, TX, well-known for its specialty bar soaps, introduced The Royal Silk collection of shower gels and lotions, featuring the company’s top 10 best-selling soaps such as Waterlily, Fraises et Crème and Satin Vanilla. Royal Silk containers feature opaque stand-up tubes, silver flip-top caps and several dessert-inspired names.

“The packaging represents indulgence without guilt, like consumers enjoying a sin-less dessert,” explained Amy Alfaro, research and development supervisor. “We followed the popular tube trend, but we also wanted a spin-off to give our products a different feel. Cutting edge designs are nice, but we also wanted to be part of what is popular in the industry.”

Royal Soap products are sold in high-end retailers such as Neiman Marcus, Nordstrom and Linens ‘N Things. To speak to upscale buyers, the company decided to add a twist to conventional packaging.
“We try to make the packaging fun, but at the same time, high-end and upscale,” said Ms. Alfaro. “Consumers see it as a fancy treat to indulge and pamper the body. Bath products also need to be gifty and offered in gift sets, so people will think, ‘Oh, I can get this for so and so.’”

The Royal Soap Company is also currently revamping its aromatherapy blends to offer a new look and feel. Their aromatherapy line currently lacks a homeopathic feel, according to company executives. “People are very conscious of products and their packaging and are in tune with what they need to smell, look and feel good,” Ms. Alfaro opined. “The complexity of packaging can make or break a product. Consumers are more concerned with how the product will make them feel, which they get first off from the packaging.”

slumber party
Renée Rouleau views body care as another way girls just want to have fun. Renée Rouleau’s Honey line began with the launch of Honey Tangerine scrub in 1999, followed by ancillary products last spring. The Honey line, sold in Fred Segal Essentials and select Nordstrom stores, is gathering much attention with its fun packaging.

“We realized that when you are competing with a gazillion body lines, customers are drawn to those that catch their attention,” said Renée Rouleau, owner and creator of Renée Rouleau Skin Spa, Dallas, and eponymous products. “We designed the line with bright colors to look different and fun—body products are big girl toys.”

The Body Shop’s Milk Bath range imitates the classic milk bottles once delivered to American homes.

Skin care products, on the other hand, are not as bouncy or cheeky. Renée Rouleau also carries an in-house skin care line. “To me, body product packaging is fun, not serious—they are more of a luxury,” explained Ms. Rouleau. “Skin care products, on the other hand, are serious. If skin care packaging were fun, it would not go over well with customers with wrinkles or more serious skin problems. Skin care is more conservative, clinical and serious-looking, with classic designs.”

Along with unique designs in the Honey line, Ms. Rouleau is issuing a new take on the market.
“I designed the line based on what was lacking in the market according to my standards,” said Ms. Rouleau. “The Honey Tangerine shower gel does not use sodium laureth sulfate, which is an inexpensive lathering detergent, but can be very drying to the skin and a contributor to yeast infections.”

In addition, the Honey Blossom lotion does not contain low-absorbing mineral or petroleum oils, the Honey Tangerine Body scrub is concentrated to effectively scrub the body and the Honey Blossom Milk Bath treats the skin with superior skin conditioning. In 2001, Ms. Rouleau will roll out Honey Tangerine body lotion and Honey Blossom bath crème, a creamy shower gel in similar packaging.

A couple of years ago, Ms. Rouleau introduced the Time Out Spa in a Can. It features pampering goodies in a cardboard can such as Peppermint foot cream, Melon room spray, Lavender Gardener’s salve, exfoliating agave cloth and a deck of cards.

“I was tired of seeing all those gift baskets with shrink-wrap,” said Ms. Rouleau. “At the HBA Global Exposition, I noticed a company made cardboard cans and thought of how I could fill them up with various bath and body products—a great presentation for all the treasures inside.” On a more serious note, proceeds from the Honey line go toward victims of domestic violence. In Ms. Rouleau’s opinion, applying a body lotion to the body is a way a woman can tell herself that she loves her body and will not allow it to be treated without respect.

“Body care goes deeper than feeling good, it goes more into self-care and learning how to care for one’s spirit better, which no one can do but oneself,” said Ms. Rouleau. “People are also looking to return to the self after a hectic hard day’s work, which is not often these days. They want to feel good and pampered.”

Don’t Monkey with Tradition
Like the song “Tradition” from Fiddler on the Roof, some companies in the category stick with traditional rather than wacky designs. Clairol Herbal Essences recently introduced Herbal Essences Ultra Moisturizing body wash, Daily Body Smoother and Moisturizing lotion as Herbal Essences extensions.

“Since Herbal Essences is such a shower favorite, body and bath products seemed like a natural progression,” said Joanne Rein, product manager, Clairol Herbal Essences. “Many of our customers also have more than one Herbal Essences product in their shower, so we use colors for visual differentiation between products.”

The moisturizers and body wash are packaged in 25% post-consumer recycled bottles, each color-coded to skin type. For example, the lotion retails in three opaque shades: blue (normal skin), green (dry skin) and pink (extra dry skin). The Ultra Moisturizing Body Wash corresponds to the existing Herbal Essences Moisturizing Wash: clear pink for dry skin and clear green for normal skin.

Fresh Tastings, by Circle of Beauty, offers food-inspired bath items such as Shower Jam.

“The packaging for these products is consistent with all the products in the Herbal Essences collection,” said Ms. Rein. “All feature the name of the product, botanicals contained within and a graphic image of one or more of those botanicals on the front if it is an opaque formulation, or on the inside of the back label if it is a transparent formulation.”

The botanicals, in particular, are presented to make product benefits clear at first glance. In general, natural ingredients have found their way not only into bath formulations and resulting packaging, but as a way to help women relax.

In the ethnic market, Colomer USA launched Ginseng Miracle Wonder 8 Oil Hair & Body mist in clear spray bottles to its existing Wonder 8 Oil line in three flavors: Original—sensuous botanical fragrance (yellow); Stimulate—Oriental musk (blue) and Tantalize—a light floral fragrance (pink). Wonder 8 Oil is a versatile blend of eight natural oils to smooth and soften both hair and skin with the rejuvenating properties of ginseng.

“Because they are grouped with our other Wonder 8 oils, we wanted similar colors to show that they were re

Renée Rouleau’s Honey line brings cheeky playfulness to the shelves.

lated,” said Ollie Johnson, vice president and creative director, Colomer USA. “The products’ light scents emphasize quality and freshness, as relayed in the clean design of the sprays. Their warm and inviting nature are also emphasized in the labels and color values.”

Wonder 8 products are also designed for both men and women. The bottle features the busts of a black man and woman under the Ginseng Miracle logo. “We wanted our packaging to clearly say it is for men and women—a unisex line,” explained Mr. Johnson. “And also that it can be used on the hair and the body. Our primary concern was that the product would be misconstrued as either for the hair or for the body but this was reflected in making ‘Hair & Body’ clearly visible.”

This fall, L’Occitane, New York, added a foot cream, the company’s first, to its Shea Butter collection. The foot cream features a 5.2-oz. silver metal tube and twist-off cap. “The foot cream packaging is the same as the Shea Butter hand cream,” explained Janine Maurino, public relations manager, L’Occitane. “As with other Shea Butter products, it comes packaged in a brown cardboard box and carries the signature label. This conveys to the customer that the cream is part of the collection.”

L’Occitane is not one to follow trends, but rather stick to tradition and elegance.
“Our products are contained in simple yet attractive packaging and do not follow a general trend in the market,” said Ms. Maurino. “The main focus of our products is on simplicity and tradition, as reflected in our authentic and rustic packaging. Customers search for attractive yet functional packaging that looks good in their bedroom, bathroom or purse, however they want convenience and ease of use as well.”

Whether it is familiar packaging or convenience that keep consumers coming back, innovation continues to drive the market. “This category has remained a leader because it is always changing,” Ms. Maurino commented. “And packaging is the first thing a consumer notices.”

Classy Glass
AromaFloria, New York, brings apothecary back to the shelf in simple glass bottles and labels with corked tops and simple caps. This fall, the company launched AromaRemedy Bath & Body massage oil, a dual-function massage and bath oil with immune-boosting tea tree, geranium and May chang essential oils. The packaging follows AromaFloria’s pharmacy-like appearance, which is essential to the success of the brand. “Our bottles are strikingly simplistic without being medicinal or clinical and are a well-spotted trademark in the marketplace,” said Sharon Christie, president and founder of AromaFloria/California Fragrance. “They allow customers to see the products’ wonderful colors, read and easily understand the label and enjoy the superior quality offered from AromaFloria.”

Glass is not only appealing to the eye, but fits with the company’s environmental vision. “Glass is the best way to ensure no leaching of chemicals into the product from plasticizers like pthalates,” said Ms. Christie. “As our labels remind, ‘re-use, re-cycle and re-place,’ glass is the perfect choice for us. The packaging conveys our serious intent and mindful thought on overall well-being. And the packaging is a direct result of my profession as a pharmacist and historical collector of bottles and their message—healing.”

The bottles are also meant to evoke a quieter voice in time-crazed consumers . “Consumers have an unconscious need for the bath, a desire to take to the waters for relaxation and healing,” Ms. Christie explained. “Our simple message and packaging makes AromaFloria different on the outside to draw customers to see what is different on the inside. The true message is healing and getting back to the bath for a time-out.”

Holiday Treats
Sun Laboratories, Chatsworth, CA, has introduced a new Spa collection for the winter season as an extension of its Sun line. The collection includes hand and body lotion, bubble bath and bath salt crystals in a vinyl drawstring bag. Last year, the company launched a bath and body gift set under the Spa collection with hand and body lotion, exfoliating body gel and cleansing gel.

L’Occitane’s new foot cream is packaged in a silver tube and the company’s traditional rustic label.

“Consumers loved the gift set, but began to request a different combination of products and a formula for softer skin ,” said Haywood Hunter, president of Sun Laboratories. “Sun Laboratories then put together the Spa collection with the demanded products, new formulations and better quality ingredients.”
Sun Laboratories also revamped its Hawaiian Tan line this winter for a reformulated bath aromatherapy experience. The products contain botanical extracts to keep skin soft and supple and provide a soothing sensation to the mind and body. The Hawaiian Tan line comes in a traditional 8-oz. round bottle.

“Hawaiian Tan’s design will definitely not keep the consumer guessing as to what it does—with a simple, artistic view of Hawaii, it conveys the message of relaxation through aromatherapy,” said Mr. Hunter.
The company’s Body line recently added a Sun-Ripened Raspberry scent, following the packaging of the rest of the line. The bottle is similar to those used by other companies, but with a twist—caps on the bottom to provide consumers with maximum value.

“Our Body products feature a contemporary Euro-oval gravity clear feed bottle. With an upside down bottle, the consumer gets maximum value for their money,” said Mr. Hunter. “The Euro-oval shape gives it a convenient look because it takes up little space and the clear packaging gives consumers a sense of what they are buying.”

Mr. Hunter offered some insight into the popular bath and body category. “The popularity of liquid bath and body products continues to increase,” Mr. Hunter said. “They are more preferred than traditional bar soaps because there is a variety to choose from in this product category. Packaging does play a role in a product’s popularity, but consumer-friendly economical sizes also continue to drive sales.