While we see an interest in all-in-one beauty products, that can be used for both face and body (ie : Bangn Body), we also observe a surge in focus care products. Some new brands are targeting very specific body areas of the body and developing whole ranges dedicated to them.
For instance, US beauty brand, Bawdy, focuses on the butt and started by selling butt sheet masks. It quickly became popular, allowing the brand to launch new products, like CBD and clay masks in stick format, again targeting the butt. They now have another it-product targeting a specific body part, a nipple stick.
Singapore company, Two Lips, also focused on one body area and launched the world’s first vulva mask. The mask promises to sooth, detoxify, brighten and moisturize the vulva with the help of infrared activated charcoal to boost lymphatic drainage to rejuvenate the skin. The brand now has a full range of skincare products for the face and body.
For some companies, starting with a single focus area is a way to enter the market and earn market shares on a less competitive segment. Once they have established themselves, in terms of image, credibility and community, they can widen their range and offer more ‘classic’ products for the face and body.