Frugal shoppers bring spas back home

CVS’ Essence of Beauty endcap

A shift in consumers’ shopping behavior to one that is focused on value, coupled with a desire to escape everyday stresses, likely helped drive the growth of bath and body scrubbers/massagers.

As shoppers increasingly have been watching their dollars, many have been creating an at-home spa experience versus spending their money at a pricey salon. This desire to create an at-home oasis has benefited the bath and body segment.

Furthermore, many mass market retailers have taken a page from the specialty shops, creating more inviting bath and body departments. For example, a recent trip to a CVS/pharmacy in New York turned up the Essence of Beauty endcap. 

The attractive display encouraged beauty mavens to indulge their senses with bath and body products available in such fragrances as Japanese Garden and Citrus Coconut. Aside from lotions and body mists, the display also featured body sponges.

Essence of Beauty is available exclusively at CVS/pharmacy and online at


The article above is part of the DSN Category Review Series. For the complete Bath and Body Care Mid-Year Report, including extensive charts, data and more analysis, click here.

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