Intimate beauty was deemed a trend poised to shape the cosmetics and personal care industry this year. Now, with the unprecedented COVID-19 outbreak, consumers have prioritized essential items such as hand sanitizers, body cleansing products, and facial skin care. So what does this mean for intimate beauty care products as we make our way through 2020?
Fortunately, the forecast appears bright for the emerging segment. Intimate care marketers, which transitioned into the beauty realm in the last two years, have increased their digital focus to keep consumers engaged with their brands and explore the topic of feminine hygiene and wellness during quarantine. Moreover, many marketers have included physicians in their digital initiatives to add professional expertise to the conversation.
The Honey Pot Company, a plant-based feminine care brand established in 2014, has hosted a digital series with OB/GYNs via social media to educate followers about women’s health. The brand, which quickly gained momentum after launching at Target in 2017, entered Walmart doors last year and recently added grocery store chain Kroger to its distribution network. Rosebud Woman, another rising brand sold in spas and specialty and department stores, debuted its “Ask an Expert” series featuring clinical sexologists among other board-certified physicians.
Kline’s Intimate Beauty Care: U.S. Market Analysis and Opportunities, to be published this fall, will explore product categories including nutraceuticals, Kegel exercise devices, and popular product formats in facial skin care such as serums and oils. Our analysis will also examine market dynamics, including size and growth, the biggest trends and drivers, leading market players and emerging brands, and the initiatives retailers are taking to promote these products.