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Price, Aesthetics and Added Value Key to Bath and Body Sales--With Exclusive Commentary From Dori Soukup and Elaine Sauer on How This Can Translate Into Retail Sales

Posted: April 18, 2011

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With the growing trend of body wash, it seems people need a little help lathering up, so it isn’t surprising, states Mintel, that scrubbers and massagers grew nearly 10% in 2010, and Mintel expects this segment to continue growing by 63% between 2010 and 2015.

Elaine Sauer, spa consultant, tells how this consumer insight can help you fine-tune your retail sales of bath and body products.

"With spa products for bath and body, the key for consumers is the ability to try them before buying them—people are interested in aroma, a powerful decision-maker in selecting product for daily use at home, followed by the product's ability to keep skin soft and hydrated.

"Skin care facilities can create play experience centers at wash basins. One unique retail operation set up a copper bowl at a retail display that looked like a potting shed with fluffly hand cloths, a pitcher of water and a wide range of scrubs, gel body washes and creams to encourage their clients to try the products and give themselves a mini hand facial.

"Certainly introducing a ceremonial step during a facial and massage is as easy as beginning with a sensory journey at the consultation. This allows the client to smell several choices and then integrate their selection into a hand or foot scrub with warm towel removal at the start of the service, beginning the relaxation and offering a point of difference in service quality.