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[November 19, 2009]

New personal care products review: fear of bugs fuels antibacterial launches

Nov 19, 2009 (Datamonitor via COMTEX) -- With the swine flu epidemic encouraging consumers to seek products that can 'de-bug' their bodies and homes, manufacturers are bombarding the market with products that claim to protect those who use them. This month's roundup of new personal care products finds two notable launches: a hand cream that has antibacterial action and a spray hand wash that carries a similar claim.

Topical Rx has launched the Antibacterial Hand Cream with Avocado Oil in the US as part of its Topical Rx Advanced Skincare line. The product has dual functionality in that it moisturizes the skin while also providing antibacterial action. The latter function is provided by the presence of benzalkonium chloride, which is said to be able to destroy avian flu, SARS, influenza A2 and the H1N1 (swine flu) virus. This could prove popular with consumers, given the media attention recently devoted to swine flu.

Another product touted as having antibacterial properties is Great Planet Personal Cleansing Spray Soap, introduced in the US by Great Planet Products. The spray packaging enables consumers to use the product on the go, removing dirt and bacteria without the use of water. The product's durability claim helps it to stand out from the crowd; it is said to remain effective even after it has been frozen and thawed, making it ideal for people who enjoy winter sports outside in the cold.

Meanwhile, Adoodle has launched the NOXO All Natural Balm in the US in numerous varieties including Anti-Odor, Anti-Sweets and Anti-Anxiety. The balm is designed to be applied below the nostrils, so that the user is distracted from an odor, anxiety or other problem that is specified on the balm. It is said to work by utilizing the emotional functions of the brain to create a positive reaction, making this an unusual product that could appeal to 'mood food' aficionados.

In makeup news, Temptu has launched an up-market makeup kit that uses airbrush technology. The Temptu Airbrush Makeup System is designed to be attached to the company's makeup pods, allowing the user to apply makeup easily and create what the company claims are flawless, professional looks. While the finish may be good, users will have to invest $225 if they want to purchase the product, which could deter many potential customers.

Another makeup innovation has been launched in the US and Canada by Smashbox Cosmetics. The Smashbox Halo Hydrating Perfecting Shadow Duo is a mineral-based eye shadow that has unusual functionality; the packaging is said to allow the consumer to twist the top and shave off the "perfect amount" of base and crease shadow. This sounds like a first in this makeup category.

Finally, Unilever de Argentina has launched the AXE Music Star Collection Deodorant Body Spray in Chile. What makes this different is that the deodorant can be used as a musical instrument. Consumers are instructed to download software from the AXE website to enable the packaging to become "an interactive musical instrument". While it is not clear how this works, it certainly creates differentiation in the crowded deodorant market.

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