Shereene Idriss argues body care is stuck in a cycle: Americans won't pay for effective products, so brands don't bother making them. She says the category needs expensive actives to compete with face care, but consumers treat it like an afterthought.
The reality is this body care is not where consumers spend money, and especially American consumers, because it's only in recent years that American consumers have understood the importance of skin care. Before makeup, it used to be makeup first, then skin care. And I think that has shifted in recent years, at least when it comes to American consumers. Body care is like the next frontier. No one is willing to spend money on body care. They want large quantities for, for not that expensive because it's an afterthought. If you have a lot of Actives in a product, Actives make a formula very expensive, especially when used at the right levels for the efficacy that is desired. Okay, sprinkling an Active in there for a claim. You can have it dirt cheap and sell it for dirt cheap. But if you're really trying to make a difference, it's going to add up. That being said, no brand is willing to create that product or do they invest in in that product because no one is willing to spend the money to actually buy it. So It's a catch 22. Something has to change first.
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