Whether it’s a relaxing bath, aromatherapy tool, or physical therapy aid, bath salts have been a favorite way to treat mental and physical health issues. We’ve seen more consumers flocking to natural grocers and beauty brands all over the world in order to create a leisurely and relaxing environment to help them unwind from a stressful day.
Self Care Industry
With the renewed interest in self care, the bath salt industry has begun to grow exponentially all over the world, with revenue in the United States estimated to reach $1.8 billion in 2020. What makes this industry so lucrative is the versatility of the bath salt product, physical health benefits, and skincare properties. The targeted demographics for bath salts range from 25-50 with an increased interest in millennials looking to improve their overall wellness.
Bath Salts vs. Body Scrubs
There are 2 popular products within the bath salt industry that a business can invest in: bath salts and bath scrubs. Bath salts have a long shelf life and are typically infused with essential oils for a personalized scent that are used for soaking in the tub and bath scrubs can assist with removing dead, dry, or dull skin and have a 6 month shelf life.
The benefits of using a bath salt can range from soothing muscle aches, de-stressing, and softer skin. Bath scrubs are primarily focused on remedying different skin issues and can help to exfoliate the skin for better moisture and smoothness. Today we’re going to share our marketing tips for using bath scrubs and salts and how you can make your products stand out from the competition.
Pick Your Personalized Blends
The current market for the bath salt industry is highly competitive since the compound benefits of these products have been marketed in popular industries like skincare and cosmetics. Within the bath salt market, companies usually differentiate themselves by the type of bath salt they use which can range from Bolivian, Himalayan, dead sea salt, and Epsom salt.
We always recommend researching the various salt types, properties, and their benefits before you start creating custom blends. No two salt types are alike and this can set the tone for the products you develop in the future. A popular ingredient that is used in many bath salts are aromatic essential oils which enhance the aromatherapy benefits and can instantly set your business apart from the competition.
Using Scent Marketing for Bath Salts & Scrubs
Scent has proven time and time again to be a powerful agent that ignites action in a customer which is a large factor in scent marketing. Scent marketing has been a tried and true method that popular companies have used to create signature brand scents and set a mood or theme for their customers’ shopping experience. This can also be applied to bath salts and scrubs by incorporating blended scents using essential oils that can help evoke feelings of calmness, relaxation, and invigoration.
The crucial aspect of scent marketing is aligning your personalized scent to be cohesive with your branding and business goals. Whether you’re a small business selling bath salts to ease muscle soreness or a large company looking to usher in the holiday season with fragrances like pine or cinnamon, you want your scents to be recognizable. If you want to incorporate additional flair to your products, consider upselling with add-ins such as:
- Dried flowers
- Types of skin oils
- Colored dyes
- Herbs and botanicals
The Influence of Packaging on Bath Salts & Scrubs
What captures the eye of your consumer outside of the product itself? Packaging. One of the essential factors to creating your bath salts and scrubs is the type of packaging material used to seal the product which typically includes glass or plastic. As consumers become more aware of the benefits of supporting an eco-friendly business, the type of packaging used for your bath salts can prove to be a benefit to your brand as a whole.
Bath salts and scrubs have to maintain quality of freshness because they can often include corrosive ingredients like essential oils which don’t always pair well with traditional packaging materials like plastic which doesn’t preserve the chemical compounds of the bath salt.
Keeping your products fresh during the customer experience is key and will influence returning customers. Unlike plastic, glass is nonporous and keeps essential oils from breaking down the container over time. In addition to helping maintain the quality of the bath salt ingredients, glass has a minimal rate of chemical interaction with the product it holds so it won’t affect the strength or aroma of your bath salt.
You should always consider the most convenient options for your customers and walk yourself through the customer journey that is going to bring your business the most success. Offering a variety of sizes and style options allows customers to find what will suit their bathroom storage needs best. You can also attach a spoon to your bath salts and scrubs making it easier for the customer to portion out their salts and scrubs.
First Impressions & Brand Labels
There is nothing like a first impression and your brand label is the initial glimpse a customer gets to understand your business and what it has to offer them. Brand labels provide a unique opportunity for you to identify yourself to a customer similar to a business card. The association a customer has with your product works in tandem with your brand label and is important for building your brand identity. Put yourself in the customer’s shoes and think about what attracts your eye when you are shopping at a store.
Is it the color scheme of a label? Perhaps it’s the texture of the label which could be a foil, paper, or plastic. Choosing a brand label that appeals to the emotions of your target demographics in your brand label design can also help drive sales and spread awareness to customers.
Don’t forget that outside of elaborate and ornate designs, your label has to incorporate essential information such as your address, country of origin, and any FDA regulations as designated by your industry.