The global personal care shower and bath market size was valued at $120.76 billion and is expected to expand at a compound annual growth rate (CAGR) of 5.8 per cent from 2022 to 2028, according to Grand View Research.
Research and Markets credits the inflating income levels and the growing awareness about personal hygiene among individuals for the global market’s growth and reports on a rise in the demand for multi-functional products manufactured using natural and organic ingredients.
With the rising environmental concerns, leading manufacturers are focusing on introducing their products in sustainable, recyclable and eco-friendly packaging, the market data and statistic company reports.
Epzen, traditionally an epsom salts bath brand, owned by Vitality Brands, recently unveiled its relaunched range of products and packaging over breakfast at Chin Chin.
Vitality Brands was founded in 2003 with an openly declared purpose: ‘To build a company of sustainable financial value and positive social worth’.
Lucinda Sabo, Head of Marketing & Innovation at Vitality Brands Worldwide, said Epzen had been out in the market for five to seven years in varying degrees of distribution, and that she had witnessed the uptick in bathing trends.
“We’re seeing about 18 per cent growth at the moment in bathing products and a similar amount of shower products, which really goes to show that this trend is taking off,” she said. “However, our market research showed Epzen generated no emotional response for consumers. It was functional and it was clinical but it really lacked a bit of brand awareness.”
Lucinda said she and Jessica Armstrong, Senior Brand Manager, agreed that “in this day and age, it’s not really good enough”.
“So, we decided just to chuck it out and start again basically. We wanted to keep the brand, but create something that was a lot more meaningful, with the consumer at the forefront of every decision we made to do with the brand. We know that people are getting sick and tired of being told how to ‘self-care’. What we’re trying to do is create products and rituals that you can fit seamlessly into your everyday routine without being too arduous, without making you feel guilty if you can’t do it ‘right’. It’s about real world rituals that don’t ask you to be better or do more,” she said.
Jessica explained the brand’s sustainability and social responsibility plans.
“We’re certified 100 per cent low CO2 by the Carbon Reduction Institute and have a goal of coming carbon neutral by the end of this year,” she said.
“At Epzen, 75 per cent of all of our packaging componentry is 100 per cent recyclable and as members of the Australian Packaging Covenant Organisation, we’ll continue to uncover how we can minimise our environmental footprint wherever possible.”
Jessica said Epzen “has a partnership with i=change, and the brand donates $1 from every online sale to three worthy charities”.
Epzen is stocked at Coles and Priceline and is also available online.
Images from the launch event below. PR by Kate&Co.
