When it comes to personal care products, suppliers assert that self-care is of prime importance, and natural ingredients are a must when it comes to de-stressing and paying attention to personal matters. Whether it is lip balm, hand sanitizer, lotion, sunscreen, yoga mats, a body massager, or breath spray, consumers are seeking products that are environmentally safe and free of chemicals.
According to suppliers, demand for these products has never been stronger. Carrie Lewis of BIC Graphic says that affordable personal care promos are a great way for clients to capitalize on the self-care trend while also generating good will for their brand. Plus, these products are exceptionally important during the gift-giving season.
Brian O’Gara of PCNA reports that self-care is the top trend in the personal care promotional products market sector. “Learning how to eat right, reduce stress, exercise regularly, and take time-out when you need it are huge trends in popular culture right now,” he details. “The light speed pace of modern life has resulted in an increased interest in ways to slow down and de-stress. While taking some me-time for a spa day might not always be practical, many people are de-stressing withe spa treatments at home. These spa products are ideal for sending a message that you care.”
Natural ingredients are the next step, O’Gara continues. “All-natural health and beauty products have seen increasing success recently,” he comments. “With concerns surrounding item ingredients and chemical sensitivities, it's important to offer these products as part of a regular assortment. We currently offer SPF-free, alcohol-free, all-natural, and even wax-free items. We also proactively changed all sunscreen formulations to be ‘reef-safe,’ keeping in mind the environmental impact as well.”
The third trend in this market sector is safety and compliance, O’Gara adds. He believes that safety is a critical message in the health and beauty segment. “Corporate wellness and safety initiatives are at an all-time high and first-aid kits have never been more popular,” he states. “Ideal for delivering the message of safety and well-being, they make great onboarding gifts and giveaways for community health events. Rarely thrown away, first aid kits deliver years of brand impressions.”
BIC Graphic’s Lewis weighs in. “Holistic health and wellness are really having a moment right now, driven by the millennial generation,” she emphasizes. “Millennials place a greater value on personal care over material items and even prefer spending money on experiences over buying physical goods. People are interested in promos that focus on both mental and physical health like massage ball sets and yoga mats.
“Safe and eco-friendly products are a trend across all categories, and health items are no exception,” Lewis continues “People want safe health items that comply with FDA standards, and also minimize their impact to the environment like reef-friendly sunscreens.”
Lewis adds that promotional products that are useful while on the go are also popular right now—citing examples such as a premier manicure set with quality tools in a sleek case that fits easily into a purse or pocket or a travel-friendly humidifier.
Lindsey Davis at Raining Rose expands on Lewis’s thoughts. “As the buying behavior of businesses continues to look more like consumer buying behavior, we are seeing more focus than ever on ingredient transparency and retail-quality products,” she elaborates. “At the same time, eco-conscious brands have moved from being a high-status offering to an everyday expectation and major brands are accommodating this consumer demand. CVS is reformulating over 600 cosmetic products to remove harmful ingredients like parabens and Unilever is now proactively displaying all ingredients in their products—even when it is not required. As a result, we are seeing this trend in our business from the questions our customers ask to the products they are looking for and purchasing.”
Webb Collection’s Jake Peterson has also noticed that more and more attention being given to products that are all-natural and made in the USA. “Consumers are becoming more and more aware of the products they inject and use on their skin,” he says. “Knowing they can get those items, customized, offers a little peace of mind and satisfaction of supporting the U.S. economy.”
Fortunately, there is an array of enticing new personal care products for consumers to indulge in. BIC Graphis has introduced a breath spray that Lewis says is manufactured according to FDA current good manufacturing practices, with a full-color process label to help brands stand out from the crowd. It is available in different flavors with clear, blue, red or black translucent cap colors.
Additionally, the company has a brand partnership with HoMedics®, which has brought items into its personal care assortment that have been very popular. “Their functional care items come in an imprinted pouch for easy storage and use while traveling,” Lewis says. “The latest addition to our line of HoMedics® products is their #41093 Thera-P Total Body Massager which includes interchangeable massage heads and adjustable intensity for targeted pain relief.”
Over at Raining Rose, Davis says the company’s lip balm, which is where Raining Rose got its start, continues to be the best seller. “It isn’t new, but the continued growth and success speaks to the usefulness of the product and the successful advertising application, as everybody can use it everywhere,” she states. “We do have some exciting new innovations in lip balm for 2020—including new, retail-inspired flavors, formulas, and applicators.”
Webb Collection has recently completed an addition to its facility in Minnesota that expands its Made in the USA product offerings. “We have made the decision to move all of our hand sanitizers, lotions, aloes and insect repellent manufacturing in-house,” Peterson relates. “With these new capabilities, we can offer an even higher quality, made in USA product that is not subject to new any international taxes, tariffs or importing challenges.” He reports that the company’s hand sanitizers have consistently been one of its top five best sellers.
O’Gara at PCNA reports that the company’s new collection of bamboo bath and body products has been extremely popular during this year’s gift-giving season—with lip balms and hand sanitizers being year-round favorites.
Suppliers agree that personal care products are a “natural” sell. “By focusing on three main points of quality, made in USA and all-natural products, you’ll have a quick connection to your clients who are likely already interested in these types of products,” Webb Collection’s Peterson elaborates. “These buzzwords are sure to strike a chord with your clients.”
BIC Graphic’s Lewis suggests bundling personal care items into self-care sets—especially leading into the beginning of the year as companies are launching corporate wellness programs and people have resolved to take better care of themselves. “Grouping a bottle of lotion with a nail kit creates a nice gift set that gets double the brand impressions,” she comments.
According to Davis at Raining Rose, health and beauty products do a great job showing off why promotional products are so effective to begin with. “They cut through the noise of other advertising with a functional, useful, and relevant product that lives in a person’s pocket, desk, bag, drawer, and so on,” she says. “The high retention means more impressions and more value than other mediums.”
“Personal care products, regardless of price point, are well-suited for any occasion or event where you need to deliver a message of caring,” PCNA’s O’Gara concludes. “They’re perennial favorites because they are practical, cost-effective and have a built-in positive message.”
Case Studies
Carrie Lewis BIC Graphic
A boutique hotel was curating products to place in their rooms for guests to use but could also be available to purchase via a “take-home amenities menu”. Each item was meant to provide a service or enhancement to the guest experience. The #41052 HoMedics® Portable Sound Spa met their criteria by helping create a more serene sleep environment while the compact size fit nicely into the room décor. Management felt the product quality backed by the HoMedics® brand name would withstand consistent use by guests, and they liked that the logo imprint on the pouch would not interfere with the aesthetics of the product itself.
The portable sound spa quickly became one of the most frequently mentioned amenities in online reviews. The sales of the sound spas by guests during checkout exceeded projections and remains one of the top sellers on their “take-home amenities” menu.
Lindsey Davis, Raining Rose
I always love when a company ties a flavor or scent to their brand’s story. Whether it’s a national convenience store renaming our Juice Box Lip Sips flavor to match their popular frozen slushy, a hot wing chain offering our All Natural Peppermint Lip Balm to cool down lips, or a gym with a focus on wellness selecting our Lavender Essential Oil Hand Sanitizer to relax their guests while keeping them germ free, the extra tie-in really supports the message.