WIPE WIPE WIPE IT Personal Care - Sozio
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∙ Perfume your world ∙
WIPE
WIPE
WIPE
IT
DOWN
Personal Care
April 2021
The impact of COVID-19 is apparent in every industry
globally especially in the personal care segment.
●
Personal care products, more specifically, wipes are
growing during the fight against COVID-19.
●
Wipes used to be considered a niche product
but have now become a daily essential.
TABLE OF CONTENTS
MARKET FRAGRANCE
TRENDS
OVERVIEW COLLECTION
1 2 3
MARKET
OVERVIEW
➢ key data
➢ wipes forecast
1 ➢ key brands
➢ claims
➢ focus on convenience
➢ formats
-2-
MARKET OVERVIEW - key data
Personal Care Wipes
Wipes have grown in the personal care category because convenience,
conscientiousness and as a means of disease prevention.
155% $3.7 bn 99
increase of PC wipes forecasted to hit new PC wipes
sales in 1 year by 2023 due to were launched
beginning on high demand in 2020
02/15/2020 for PC wipes
Source: Mintel, GNPD 2021 | Freedonia 2020 | Mintel, The Future of Soap, Bath & Shower Products 2020
-3-
MARKET OVERVIEW - wipes forecast
Wipes Blowing Up
307 new personal care wipes were launched from 2018-2020. Since the wipes format has been
prevalently growing in popularity, the category is forecasted to consistently increase for the next 3 years.
$11.5 B
forecasted for
retail sales of PC
wipes by end of
2020
Source: Freedonia 2020 | Euromonitor International, 2020
-4-
MARKET OVERVIEW - key brands
Big Players New Players
Mass market brands that are offering well known Mass and niche brands that have recently expanded
wipes format within their product lines their breadth of product lines to offer wipes
Source: Mintel, GNPD 2021
-5-
MARKET OVERVIEW - claims
Top Claim Categories of PC Wipe Launches Top Claims
# of products by segment, North America, 2018-2020 North America, 2018-2020
Cleansing
Botanical/ Herbal
Ethical &
Paraben Free
environmental
13%
Functional
Cruelty Free/
23% Not Tested on Animals
Moisturizing/Hydrating
Natural
15% Ease of Use
On-the-Go
Mattifying
Beauty enhancing Environmentally
17%
Friendly Product
Convenience
16%
Hypoallergenic
Free from Sulfate Free
16%
Environmentally
Friendly Packaging
Convenient Packaging
Source: Mintel, GNPD 2021
-6-
MARKET OVERVIEW - claims
Packaging Claims
Claims cater to the different consumer needs and desires.
Functional Convenience Beauty Enhancing
Olympus Tea On-the-go Vanilla Sugar + Raspberry
Deep Detox Cleansing cloths Flushable wipes Cleansing + Purifying
KORRES DUDE WIPES BOLERO
Free-From Natural Ethical & Environmental
Face cleansing wipes 100% Virgin Coconut Oil Compostable
Free-from alcohol, fragrance or oil Daily hydration facial wipes Cleansing wipes
EVERYONE FOR EVERYBODY SHEA MOISTURE SIMPLE
Source: Mintel, GNPD 2021
-7-
MARKET OVERVIEW - focus on convenience
Inconvenience Wiped Out
Various types of “on the go” wipes are gaining traction
and offering convenience to fulfill consumer demands.
1. 68%
2. of US consumers are
interested in personal
care products designed
to be used on the go
1. Body 101: Deodorant wipes RECESS
- remove sweat, odor, debris while nourishing and
conditioning skin. It also prevents future odor and is
lightly scented with a hint of fresh verbena + coconut
2. Phantom Cleansing Silks ARTIS
- dissolving textiles that use breakthrough, patented
3. nanofiber technology to deliver a complex clean without
4.
a complex routine
3. Rose & Cucumber Extract Shower Sheets YUNI
- oversized, super-soft and moist wipes that instantly
cleanse, deodorize and refresh every inch of the skin.
Formulated with 100% natural aroma, these
biodegradable wipes are perfect for on-the-go cleansing
4. Face + Scalp No-Shine Sheets MANTL
- made with bamboo charcoal & wood fibers, instantly
neutralize excess oil & dirt — absorbing shine for a
refreshed, clean look
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
-8-MARKET OVERVIEW - formats
Head to Toe
Personal care wipes vary for types of usage from face, to body, to hair, to hands.
Formulations can be different based on the application and skin sensitivity.
Deodorant Hair wipes
wipes
Odor Neutralizing with Grapefruit
coconut milk & essential oils YES TO
PACIFICA
Make up
remover
Night Calming
Antibacterial NEUTROGENA
hand wipes
Intimate
Body wipes hygiene
Fresh Scent
WET ONES
Fresh & Clean
ALWAYS
Lemon & Sage
BLISS Source: Mintel, The Future of Soap, Bath & Shower Products 2020
-9-MARKET OVERVIEW - formats
Face Wipes
Wipes for face include makeup removers, facial cleansers and toner wipes.
1. 2.
75%
of US consumers
have used or are
interested in using
face care wipes
1. Rose Petal Witch Hazel toning towelettes THAYERS
2. Daily Defense deep pore cleansing pads OXY
3. Caffeine Matcha Wakeup wipes FIRST AID BEAUTY 4.
3.
4. Makeup removing wipes KYLIESKIN
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
- 10 -MARKET OVERVIEW - formats
Hair Wipes
Convenience has transitioned into a key purchase driver and has made its way into hair wipes. Many of these
wipes are multi-functional dry shampoo wipes with beneficial features like moisturizing or anti-frizz.
1. Coconut moisturizing & refreshing dry shampoo wipe 1.
YES TO 2.
2. Go Active dry shampoo wipes DOVE
3. Dry shampoo blotting sheets NUNZIO SAVIANO
4. Anti-Frizz hair sheets OUAI
4.
3.
- 11 -MARKET OVERVIEW - formats
Body Wipes
In the name of convenience, body and deodorant wipes have become “on the go” essentials.
Non-dormant consumers like hikers or campers have favoured using these convenient wipes.
1.
2.
1. Amazing Grace scented body cleansing towelettes
PHILOSOPHY
2. Hawaiian Ruby Guava lotion wipes PACIFICA
3. Apollo deodorant wipes AXE
4. Cedar Scent body wipes GOOD WIPES
3.
4.
- 12 -MARKET OVERVIEW - formats
Shower Wipes
Due to WFH in lockdown, shower wipes gained a lot of traction since consumers
didn’t leave the home, they turned to a convenient and functional offering.
1. 2. 3.
25%
of consumers say
they don't need
to shower/bath
as often due to
COVID
4.
1. Peppermint/Citrus shower sheets YUNI (Germany)
6.
2. Sandalwood deodorizing speed shower wipes
EVERY MAN JACK
7.
3. Extra large & thick body wipes DUDE WIPES
5.
4. No Sweat! Large body wipes BUSY CO
5. Larger-than-expected wet wipes HI KI
6. Fresh cleansing face + body wipes GOODWIPES
7. Showerless body wipes BUSY
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
- 13 -MARKET OVERVIEW - formats
Hand Wipes
As hand cleaning practices were reinforced amidst the pandemic,
hand sanitizer wipes have become a popular format for disinfection.
1. 2.
45%
of adults are hand
sanitizing more
frequently than they
were a year ago.
3. 4.
5.
1. Alcohol wipes HONEST (Germany)
2. French Lavender hand sanitizing wipes EO
3. Sanitizing hand wipes WALGREENS
4. Mandarin alcohol-free foaming hand sanitizing wipes
BABYGANICS
5. Tropical Splash antibacterial wipes WET ONES
Source: Mintel, The Future of Soap, Bath & Shower Products 2020
- 14 -TRENDS
➢ clean
➢ sustainability
2 ➢ pop of fragrance
➢ for all
➢ special wipes offering
- 15 -TRENDS - clean
CLEAN Movement
A new trend emerging is the clean label as consumers want to purge their homes of unwanted chemicals and use a safer
alternative to mainstream products.
There is no official definition of “CLEAN” but we can define the key values of this movement by SAFETY, SUSTAINABILITY
and TRANSPARENCY.
Clean is better aligned with consumer lifestyle goals around health and wellness. It’s already common to talk about clean
living, clean eating and clean beauty.
Not tested on animals
Compostable Wipes No Added Dyed of Cruelty Free
Paraben Free 99% ingredient From Fragrances Biodegradable Product
No Synthetic Fragrance Natural Origin Hypoallergenic Vegan
Dye-Free Composed of
Vegetal Fibers
SIMPLE SEPHORA EVER SPRING AMIE
Sozio has jumped ahead
and has developed its own
CLEAN FRAGRANCE label.
Ask for our SOZIO CLEAN
FRAGRANCE collection
available for home care,
personal care and candle
- 16 -TRENDS - sustainability
Personal Care Wipes Go Green
From packaging, raw materials used to make the wipes, and ethical methods of disposal, brands are
taking into consideration the safety of the environment and the footprint they leave behind.
1. 2.
73%
of global consumers
say they would change
their consumption
habits to reduce their
impact on the
environment
1. Facial Cleansing wipes KLEENEX
3. - refillable dispenser to reuse and refill protective
4. facial wipes
2. Compostable Cleaning wipes SIMPLE
- claimed to be kinder to the planet, made with
sustainably sourced wood pulp and plant fiber
3. Squalane + Antioxidant cleansing cloth BIOSSANCE
- made with plan-derived squalane
- biodegradable cleansing cloth
4. Coconut Water Hibiscus Face Wipes CLEEN BEAUTY
- hydrating, biodegradable facial cleansing wipes that
gently remove makeup, dirt, oil, and impurities
Source: Mintel, GNPD 2021
- 17 -TRENDS - pop of fragrance
New Scents
Unlike your fragrance-free products, these wipes are game changers. Different,
unique and “not your everyday” scent features’ make the products more experiential.
1. 2.
1. Neroli Oil cleansing towelettes THE CRÈME SHOP
2. Gum Drop scented wipes SWEET & SHIMMER
3. Grapefruit & Verbena water-activated cleansing
towelette NEST
4. Watermelon cleansing wipes SEPHORA
5. The Chok Chok Green Tea no-wash cleansing
towelettes TONYMOLY
4.
3.
5.
- 18 -TRENDS - for all
Men’s & Women’s Wipes
Wipes reach the female and male demographic by specialty product offerings. To lighten the humility of intimate
hygiene and private care products, brands are breaking the taboo by using witty “down to earth” marketing techniques.
1. Refresh sensitive feminine care wipes 1. 2. 3.
for intimate parts + body + face
HONEYPOT (F)
2. Rosewater convenient af down
there wipes GOODWIPES (F)
3. Sheer Floral cleansing cloths for
sensitive skin SUMMER’S EVE (F)
4. Quicky’s body wipes - extra large
cooling & cleansing pocket shower
BALLSY (M)
5. Citrus & Mint Leaf cooling body wipes
CREMO (M) 4. 5. 6.
6. Mint Chill flushable wipes
DUDE WIPES (M)
- 19 -TRENDS - special wipes offering
Category Inclusivity for Wipes
Brands extend their breadth of product by offering a wipe format. Consumers are loyal
and go to their preferred beauty brands that sell personal care wipes .
Truth On the Glow Raw Shea Butter Coconut Melt wipe Cucumber & Green Tea
cleansing cloths hydrating facial wipes mess-free hydration on-the-go deodorant wipes
OLE HENRIKSON SHEA MOISTURE KOPARI DOVE GO FRESH
Detoxifying Charcoal Bamboo Jasmine Gentle makeup Take The Day Off
facial wipes fragranced body wipes remover wipes micellar cleansing towelette
YES TO TOMATOES OLE HENRIKSON MAKEUP BY MARIO CLINIQUE
- 20 -FRAGRANCE
COLLECTION
➢ data
➢ Sozio analysis
3 ➢ features
➢ herbs of Earth
➢ fruitful life
➢ fields of flowers
- 21 -FRAGRANCE COLLECTION - data
Top Fragrance Categories of PC Wipe Launches Top Fragrances
# of products by segment, North America, 2018-2020 North America, 2018-2020
Cucumber
Rose
Coconut
Fruity
14% Goumand
17% Lemon
Bamboo
Lavender
Citrus
15% Watermelon
Aloe Vera
Lily
Aromatic
26% Orange
Vanilla
Floral
Tea Tree
28%
Grapefruit
Shea Butter
Jasmine
Pomegranate
Source: Mintel GNPD, 2021
- 22 -FRAGRANCE COLLECTION - Sozio analysis
FRUITY
CITRUS
FLORAL
AROMATIC
Mint Chill Rose Water Watermelon Grapefruit
DUDE WIPES BURT’S BEES YESTO SEPHORA
- 23 -FRAGRANCE COLLECTION - features
Following Sozio’s olfactive analysis of market products and current industry trends, fragrances from the collection
were formulated for personal care wipes.
Fragrances for face wipes have been formulated with low-allergen content (LA).
The fragrance collection offers one fragrance recommended for face wipes and two fragrances for body wipes.
The fragrance collection is broken down into themes as the following:
Herbs of Earth Look for these icons on the
- Inspired by mother nature’s botanicals fragrances that signify the
recommended application:
Fruitful Life 1
- Brightening life with its abundance of fruits and enjoyment = Face application (LA)
Fields of Flowers = Body application
- Influenced by soft and silky blossoming florals
Fragrances for face wipe samples will
include (LA) on the fragrance label.
Creating hand wipes?
Ask for our Everything Hands
presentation in which the
fragrance collection is
oriented towards hand care.
- 24 -Herbs of Earth
Aromatic | Beneficial | Natural
Lavender
GOOD WIPES
Tea Tree The Chok Chok
EARTH Green Tea
THERAPEAUTICS TONYMOLY
- 25 -FRAGRANCE COLLECTION - herbs of Earth
SZUSM001037
SZUSM001035
SZUSM001036
White Sage + Tea Tree Green Matcha + Basil Purple Hemp + Lavender
Aromatic // Earthy Citrus // Green Aromatic // Woody
Top: Clary Sage, Top: Blue Basil, Orange, Top: Hemp Accord,
Zesty Citrus, Camphor Watery Greens Sweet Citrus, Rosemary
Middle: Tea Tree, Middle: Green Tea Leaves, Middle: Eucalyptus,
Pine, Lilac White Iris, Jasmine Peony, Lavender
Base: Warm Woods, Base: Sheer Musk, Base: Patchouli,
Earthy Soft Woods, Oakmoss Opulent Woods
Alternate Name Alternate Name Alternate Name
Tea Tree & Lilac Herbal Tea Eucalyptus & Lavender
- 26 -Fruitful Life
Fun | Youth | Juicy
Orange
& Vanilla
PACIFICA
Organic Goji
Peach & Berry Extract
Willow Bark ORIGINALLY
BURT’S BEES YELLOW
- 27 -FRAGRANCE COLLECTION - fruitful life
SZUSM001040
SZUSM001038
SZUSM001039
Goji Berry + Apple Pomelo + Peach Nectar Cloud Berry + Vanilla
Fruity // Floral Citrus // Fruity Fruity // Oriental
Top: Green Apple, Blackcurrant, Top: Grapefruit Pulp, Top: Orange, Peach,
Cucumber, Citrus Lemon, Spearmint Sugared Berries
Middle: Waterlily, Rose, Jasmine, Middle: Orange Blossom, Middle: Gum Drops,
Gardenia, Violet Leaf Acacia, Peach Nectar Violet Candy, Tropical Flower
Base: Amber, Sandalwood, Base: Fresh Musk Base: Amber,
Sheer Musks Vanilla Musk
Alternate Name Alternate Name Alternate Name
Pink Apple & Gardenia Lemon Nectarine Sugar Berry
- 28 -Fields of Flowers
Soft | Delicate | Feminine
Neroli Oil
THE CRÈME SHOP
Ocean Mist & Rose &
Coconut Water Coconut
NEST PACIFICA
- 29 -FRAGRANCE COLLECTION - fields of flowers
SZUSM001043
SZUSM001041
SZUSM001042
Sakura Petals + Rose Orange Blossom + Ginger Desert Lily + Coconut
Floral // Fruity Floral // Citrus Floral // Oriental
Top: Orchard Fruits, Top: Grapefruit, Bergamot, Top: Coconut,
Citrus Medley, Leafy Sweet Orange Solar Notes
Middle: Dewy Pink Rose, Middle: Ginger Blossom, Middle: Magnolia,
Cherry Blossom, Jasmine Neroli, White Jasmine Jasmine, Peony, Lily
Base: Soft Woods, Base: Ambrette, Base: Warm Woods, Vanilla,
Cloud Musks Sheer Musk, Sandalwood Amber, Powdery Musks
Alternate Name Alternate Name Alternate Name
Rose Water Bergamot Blossom & Grapefruit Beach Dunes & Blooms
- 30 -Fragrance Collection
Recommended
Collection Sozio Code Name Olfactive Family
Application
SZUSM001035 White Sage + Tea Tree Aromatic // Earthy
Herbs of
SZUSM001036 Green Matcha + Basil Citrus // Green
Earth
SZUSM001037 Purple Hemp + Lavender Aromatic // Woody
SZUSM001038 Goji Berry + Apple Fruity // Floral
Fruitful
SZUSM001039 Pomelo + Peach Nectar Citrus // Fruity
Life
SZUSM001040 Cloud Berry + Vanilla Fruity // Oriental
SZUSM001041 Sakura Petals + Rose Floral // Fruity
Fields of
SZUSM001042 Orange Blossom + Ginger Floral // Citrus
Flowers
SZUSM001043 Desert Lily + Coconut Floral // Oriental∙ Perfume your world ∙
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and Middle East
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92532 Levallois-Paris cedex -France
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Phone: (+1) 732 572 5600
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Fax: (852) 2111 0942
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