The oral and dental
hygiene market is doing well thanks to the vitality of its brands.
Indeed, the integrality of its segments records an increase in terms
of value for the first trimester of 2014. But whereas the average
increase is about 10 %, the segment of whiteness exceeds a 30 %
growth rate. This last one is the symbol of the incremental movement
of hygiene towards cosmetic, as evidenced by the price difference
between a whiteness product and a basic one (respectively 2.60 €
and 1.40 € in 2013). To promote this kind of products, the brands
use the traditional beauty codes that is to say mostly a modern and
glamorous positioning. An other sign showing that beauty is more and
more important in the oral and dental hygiene market is the new
propensity of some brands to hire famous ambassadors, such as Oral-B
with Shakira and Colgate with Karine Ferri. Nicolas Brizard, oral
care responsible for Henkel, summarizes : « The
toothpaste becomes a beauty accessory to display a bright smile. »
The sales of mouthwash
are increasing each year and reach a 15.6 % growth rateat the
end of March 2014. This trend is likely to last for some years at
least, gien the fact that the involved brands attach considerable
importance to this sector in their startegy. But this trend is also
part of the « cosmetization » phenomena. Indeed, a
majority of mouthwash consumers admit that the main reason of their
purchase is the resulting breath rather than its curative effects.
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