SUMMER ESSENTIALS

SUMMER ESSENTIALS

New and noteworthy personal care trends

The sun is out! It’s finally time to banish the winter blues and stock up on all the essential items for healthy, beautiful summer skin.

“The new Marzena Natural Body Wax Strips and Natural Facial Wax Strips cater to the shift we are seeing in people wanting to reduce their environmental footprint, and the ever growing awareness about the limited supply of resources, on this planet,” says Jane McCowan, Head of Marketing & Innovation.

She explains: “The natural Pine Tree Resin wax, and the Hemp Seed Oil, which is used to calm and soothe the skin, are both sustainably sourced. The cellophane strips are the FIRST bio-compostable cellophane wax strip on the market, and they break down in both domestic and commercial compost.

“The beautiful newly designed packaging is made from sustainably sourced materials, as are their inners and shippers, and everything is recyclable. They are the most sustainable method of hair removal currently on the market!”

Marzena. Kind to you. Kind to the planet.

Glow Lab - growing the premium natural category

“With wellness and beauty mega trends fuelling the growing demand for natural personal care products, Glow Lab continues to lead the way,” says Brand Manager Fenella Brown.

“On track to becoming no.1 natural personal care brand in NZ Grocery, Glow Lab is delivering significant incremental sales to the category,” she explains.

“Glow Lab’s winning formula combines nature with scientifically proven active ingredients to deliver natural products that work. With consumers more informed than ever, natural products must now deliver proven results too; a testament to Glow Lab’s success.

“Glow Lab is driving category value sales, through trade up from mainstream brands, as well as initiating channel switch from pharmacy/department stores, bringing new customers into the supermarket beauty aisle. Our latest innovation; Glow Lab Age Renew, the first natural anti-ageing skincare range launched into supermarkets in April, is already delivering nearly 7% value share of total Natural Skincare in grocery*,” says Brown.

“Glow Lab is clearly resonating with consumers with the brand winning six beauty awards this year alone across its skincare, haircare and personal wash products, beating long standing multinational and pharmaceutical brands:

• NZ Best in Beauty 2019 ‘Best Exfoliator’ – Glow Lab Brightening Exfoliator

• NZ Best in Beauty 2019 ‘Best Purple Shampoo’ – Glow Lab Purple Shampoo

• Verve Beauty Awards 2019 ‘Best Night Cream’ – Glow Lab Age Renew Recovery Night Cream

• Verve Beauty Awards 2019 ‘Best Hand Wash’ – Glow Lab Amber and Sage

• Verve Beauty Awards 2019 ‘Best Shampoo’ – Glow Lab Repairing Shampoo

• Verve Beauty Awards 2019 ‘Best Conditioner’ – Glow Lab Repairing conditioner

Brown says: “Glow Lab continues to expand its footprint across skincare, haircare and personal wash, with more innovation launching in the new year. Watch this space!”

Earthwise Nourish – The Natural Value Offer

Earthwise Nourish holds 14.3% share of the total natural personal care category*, spanning multiple segments including haircare, hand wash, body wash and baby care, says Emma Clarke, Brand Manager - Earthwise Group Ltd.

She explains: “The New Zealand brand is made from the finest quality natural botanicals and is free from harsh chemicals - ingredients are also biodegradable, grey water and septic tank safe. This is clearly appealing to consumers, who are increasingly looking for transparency and natural alternatives.

“For consumers wanting natural products, it doesn’t have to cost the earth. Earthwise Nourish personal care range provides an entry-level value offer, aiming to trade up the mainstream shopper to natural, driving category value and profit. Earthwise Nourish Body Wash is a stand-out performer in the natural value segment, with the Coconut, Shea Butter and Manuka Honey 1L being the top selling SKU # . This range taps into both affordability and natural trends, making it ideal for the everyday Kiwi family.

“Earthwise Nourish baby care is enriched with the goodness of Goats Milk - gentle on sensitive skin. The brand recently introduced two new products to complete the baby care regime. These include Earthwise Nourish Soothing Nappy Balm 75ml (the first zinc-free offer) and Earthwise Nourish Bedtime Bath 275ml (the only natural alternative in grocery).

“Sustainability and a continuous focus on improving the environmental footprint is paramount at Earthwise. The Earthwise Nourish range will move to bottles made from 100% recycled plastic, sourced from juice and water bottles shortly. The company has pledged support to the New Zealand Plastic Packaging Declaration and the New Plastics Economy Global Commitment, committing to have 100% of its packaging recyclable, reusable or compostable by 2025 or earlier.”

*T. Grocery Natural Personal Care Value Sales latest MAT to 22/9/19 #T. Grocery IRI Market Edge Natural Body Wash SKU Ranking latest MAT to 22/9/19

Only Good delights with Limited Edition Launched in 2015, Only Good was first to offer a natural and better for you range of Body Wash and Hand Wash with a high-end design aesthetic in NZ supermarkets, says Senior Brand Manager Julia Fletcher. “Made by API Consumer Brands, Only Good is made proudly by Kiwis in Manukau, Auckland and loved by the world.

“Currently the #1 brand in Natural Body Wash and Hand Wash*, Only Good has a strong foundation in 100% palm oil free and natural Personal Care products, which are better for your skin.

“We are very grateful for the support we’ve had from both the trade, and consumers since Only Good’s launch and as we continue to grow our range, bringing new news and excitement to help invigorate the Personal Care category in-stores.

“It is an exciting time for Only Good with the launch of our new Limited-Edition labels, a collaboration with well-known New Zealand artist Flox. The highly successful promotion is back by popular demand, after delivering +35% growth in dollar sales in NZ Grocery# in the 2018/2019 summer. There is a strong alignment with Only Good’s brand values and those of artist Hayley King (known as Flox), celebrating the natural world and the immense beauty and specialness of the animals, flora and fauna within it. The Only Good team was blown away with the creativity and talent showcased in Flox’s interpretation of our natural world, in this year’s collaboration. These labels are perfect for the busy Christmas and summer trading period, creating excitement at point of purchase and encouraging multi-buys, as well as trading shoppers up.

“Only Good Limited Edition includes artist designed labels on a selection of seven variants of Only Good’s natural and palm oil free Hand and Body Wash range, from late November 2019 available strictly while stocks last. Participating products include Only Good Refresh, Nourish and Soothe 300ml Hand Washes and Only Good Balance, Healing, Awaken 445ml and Calm 900ml Body Washes.”

Retailer enquiries can be directed to Dakota Field Sales Representatives or to Tracey Duder, Sales Manager at API Consumer Brands.

Fletcher adds: “Limited Edition follows an exciting string of launches for Only Good including natural Body Bars and Baby Care, as well as being one of the first natural brands to launch deodorant in supermarkets earlier this year.”

“Only Good Natural Deodorant brings a natural, palm oil and cruelty free deodorant to supermarkets, giving consumers an option instead of traditional antiperspirants or deodorants. Natural deodorant has become increasingly popular in online and department store channels, providing a significant growth opportunity for supermarkets. Only Good Natural Deodorant is free from aluminium salts, so it doesn’t block your pores, allowing your body’s natural detoxification processes. The natural formulation uses ODOURCO™ to naturally deodorise and keep you feeling fresh and is paraben, colour and synthetic fragrance free,” she says.

#IRI OG BW & HW Total NZ Grocery 12 weeks to 17/02/19 vs. 12 wks to 25/11/18 *IRI: Total NZ Grocery 6 months to 1/09/19

FMCG Business produces a monthly snapshot of category news and highlights, based on information from participating clients and Nielsen data available at time of print. To showcase your products in upcoming category reports, please contact trubanowski@intermedianz.co.nz.