$14 for a full body deodorant – twice the cost of a normal stick. $15 razor specifically for “difficult areas”, m$5 more than a “normal” women’s razor. Three-minute miracle conditioner for damaged hair and laundry detergent with antibacterial properties and longer-lasting fragrance – companies around the world are becoming increasingly imaginative, convincing consumers that they have new needs to recoup lost sales.
The artificial creation of new uses for old productsIt’s a somewhat clumsy effort by some of the nation’s largest, $100 billion-plus beauty and personal care product makers to win back consumers.
In years of high inflation, consumers concerned about costs and waste have reduced consumption of products that were previously considered necessities. P&G, Unilever, Edgewell and other personal care companies have, for example, filedall quarters of small or reduced sales volumes.
Fewer razors and deodorants
Industrywide, companies sold 20% fewer razors last year than in 2019, according to market research firm Circana. Deodorant sales fell 6.5% over the same period.
The giants of packaged goods they kept revenues high for years by raising prices and reducing package sizes, the now-familiar “inflation-reducing” tactic.
Consumers have put up with this for a long time, before they are led to look for alternatives.
In some cases, shoppers are switching to cheaper options like Amazon branded products, Amazon Basics. Others buy fewer items.
Marketing products that consumers have decided they no longer need
To win back their customers, companies have devised a new tactic: “inflation”. Marketing products that consumers have decided they no longer need – and charging more for them.
But, “it is becoming increasingly difficult to find new fields with unmet needs”, admits Bill Chidley, co-founder of brand consultancy ChangeUp. “How much cleaner, how much more fragrant, how much faster, how much ‘better’ or ‘best’ we have to figure out.”
They do not provide information
The companies say the new products are performing better than their predecessors, but declined to share specific sales figures.
P&G’s most recent earnings report showed that revenue growth resulted from consumers buying fewer things at higher prices.
The consumer goods giant, however, reported better-than-expected sales in its beauty division, which it attributed in part to shaving and body waxing products. In an interview, the company said body deodorants were also on the rise.
Not all buyers are convinced they need or want these things.
Is this really something new?
“Is this really something new or are they just promoting it as such?” Maia James wondered about the all-over body deodorant.
The 44-year-old, who runs product review site Gimme the Good Stuff, is considering buying something to control her night sweats. But she suspects a regular stick will do the same job.
Companies insist they are solving real problems.
Nashville dermatologist Aleta Simmons, however, points out when referring to body deodorants: “Anyone with moderate or severe body odor should see a doctor. Everyone else can probably get by with different options.” antibacterial clothes or soaps’.
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