Discover our TikTok Shower Insight report!
As the conversation about health moves beyond the immediate effects of the pandemic, a wider narrative of sustained holistic wellbeing is currently taking place, paving the way for a future of synchronized care that will combine multiple different benefits at once.
Generation Z today is already driven by diverse needs & benefits when it comes to their personal care moments.
Introducing… the ‘shower takers’ of 2022!
1 NEW PHYSICAL BENEFITS:
1 — Body care is the new skincare
2 NEW EMOTIONAL BENEFITS:
2 — Showers become mental wellness spas
3 NEW EXPERIENTIAL BENEFITS:
3 — Hyper-sensoriality drives new
3 — shower interactions
+ HOW TO TACKLE PERSONAL CARE IN 2022?
New Physical Benefits
The Mental
Wellness Seeker
New Emotional Benefits
New Experiential Benefits
Let’s take a step into these consumers’ bathrooms and discover the new benefits they seek in 2022:
INSIGHT #1
On TikTok, a clear rise of the ‘skinification’ of body care, and the entire shower routine, is revealed and adopted by Pragmatic Results Seekers.
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NEW BODY HYGIENE FOCUS
Body odor is a growing concern for consumers. In March 2022, Google searches for ‘deodorant’ saw an increase of +90.4K yoy in the US (Source: Spate, 2022). As social distancing disappears, there is an increased interest in how to improve personal hygiene habits.
TikTokers are going back to the basics by taking a pragmatic and informative voice with content that explains the do’s & don’ts for achieving fresh & clean, long-lasting hygiene results.
NEW BODY CARE INGREDIENTS TO TACKLE SKIN CONCERNS
Google searches in the US have shown an increase in skincare ingredients in the body care industry: Glycolic Acid
Deodorant
+2488.9%
Retinol
Body Wash
+92.6%
Collagen
Body Lotion
+68.0%
AHA
Deodorant
+65.1%
And on TikTok, people are seeking shower routines and products with these ingredients & formulas to address specific issues related to body care such as hyperpigmentation, eczema, strawberry legs, etc.
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