With moisture alone no longer enough to secure sales, brands are testing the limits of a new relationship with body care
It seems the body care category has turned its back on moisture. Unprecedented? Yes. Unneccesary? A resounding no. Today, for brands to ensure their products are the ones ringing through the tills, the promise of moisture is, quite simply, not enough.
The past year was flooded with NPD, but in the transition from lab to store shelf, those tubs of white cream that consumers would have once considered familiar and appealing were noticeably absent. However, taking risks can pay serious dividends – and in 2012-13, body care cashed in.. . .
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