MARKET VIEW Compiled by Information Resources Haircare The haircare market has seen a decline in sales driven by poor performance within the shampoo and conditioners and hairspray categories. This has undoubtedly been influenced by EDLP and multi-buy activity. Sales may also have been impacted by the absence of any significant launches this year, the trend for shorter hair (men and women) and the movement away from mass market brands to upmarket offerings sold in hair salons and exclusive outlets. Within the hairspray category, sales have dropped as consumers turn their backs on traditional spray-based styling aids in favour of waxes, creams and gels. Skincare Limited growth in the skincare market is being driven predominantly by the dry skin treatments and lip salve categories. Facial beauty skin care is showing slight growth of 1.3% year on year. Championing growth in the lip salves category is Vaseline Lip Therapy, recording sales growth of 740% to over £2m. Vaseline's innovative packaging, moving away from the stick format, will undoubtedly have secured its success by appealing to both men and women. Dry skin treatments are also seeing positive growth through brands such as E45 and Eurax. Male Toiletries Despite the much publicised increase in consumption of male toiletries, value sales are down 1.9%, largely attributable to EDLP and multi-buy activity. Deodorants has increased competition with the launch of Phoenix and the relaunch of Slazenger. In body sprays, Lynx is the number one brand and in shower products, Lynx, Adidas and Radox are the main brands. The most significant activity is Elida Fabergé's extension of Lynx into other product categories. {{FOCUS SPECIALS }}