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Bath & Body: Growing Beyond the Basics

By: Izaskun Bengoechea, Euromonitor International
Posted: October 7, 2008, from the October 2008 issue of GCI Magazine.

page 4 of 4

Despite losing its leading position, Japan should not be overlooked, as it will remain at the forefront of some of the most interesting innovations in the market. In 2006, Kracie Foods Co launched Otoko Kaoru Gum—literally “man scent gum.” The gum contains the active ingredient geraniol, which claims to create a rose scent to help mask body odor, and targets men in the late 20s to 50s age bracket. Initial sales outstripped supply, and the company launched a new flavor in 2008, as well as developing a female variant. With a retail selling price of just under $1.50 per pack, could such a product take sales from traditional deodorants in the future?

* Defined by Euromonitor International as retail outlets that sell mainly OTC health care, cosmetics and toiletries, disposable paper products, household care products and other general merchandise. Such outlets may also offer prescription-bound medicines under the supervision of a pharmacist.

Izaskun Bengoechea is a European research analyst for Euromonitor International.