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When Clean Isn't Enough

By: Nancy Jeffries
Posted: August 28, 2008, from the March 2007 issue of GCI Magazine.

page 4 of 4

Taking a virtual trip to paradise, Bath & Body Works Ile De Tahiti is a body care collection that offers exotic scents and wild crafted ingredients indigenous to the Tahitian Islands. The hydrating properties of Tamanoi, a blend of tamanu nut and monoi de Tahiti, is said to provide healing properties to the skin. Wild Blackberry by Lalicious is a new bath and body collection packed with moisturizers and fragranced with wild blackberries and sweet fruit essence. Aromatic depth plus vitamins and essential oils are blended to soothe, moisturize, nourish and soften skin. Lalicious utilizes natural ingredients and employs a whipped ingredient technique. Coconut and almond oil provide minerals, vitamins and proteins, and relieve itching, dryness, inflammation, burns and thread veins.

Lush Orchid from Banana Republic is another entry exemplifying the exotic turn body products are taking. The line is a citrus green floral/citrus aromatic with notes of bergamot, cardamom, mandarin, jasmine water, green tea, green orchid, white musk, cypress and sandalwood. Sensuous Lush Orchid features nourishing ingredients such as shea butter, grapeseed, jojoba and avocado oils—as well as aloe vera leaf juice and honey to nourish the skin.

Parables, perfume and princesses are clearly message bearers in the bath and body category, and, while the magic may reside in the marketing, the metaphors continue to feed the fantasy that consumers can indeed be taken away. Whether it is at Calgon’s Get Juic’d Bath Bar, in the mythical realm of the princess, or Gauguin’s Tahitian paradise, fragrance-enhanced bath and body products open a door to beautifying possibilities. The smart money banks on the individual or business willing to keep up with the ever-evolving product market. As in any business industry, but particularly in the bath and body category, knowledge is surely power.