Since the health crisis, psychological well-being has become a top priority for the general public. And the shower seems to be the perfect place to do it. The Benchmarking Company has just carried out a study on how American women understand the concept of bathing and the products they like to use.
The survey was conducted in March 2023. 3800 female consumers living in the USA were questioned.
For 65% of American women, a shower (or bath) is synonymous with relaxation and time for oneself.
Of the women surveyed who have a bathtub at home, 21% take a bath once a week.
Showers are more common among panellists (82%). 55% take one every day.
They spend between 10 and 20 minutes underwater (versus 21 to 45 minutes for those who take baths).
Fragrance priority
It doesn’t matter how their homes are set up: when they enter the bathroom to wash, it’s a sacred moment when it’s vital to use scented products.
78% of the cosmetics they apply at this time have a pronounced fragrance.
The bathtub team prefers the scents of:
• Lavender (61%)
• Vanilla (58%)
• Citrus (44%)
• flowers (43%)
Shower lovers confess to having a weakness for notes of:
• Vanilla (53%)
• Coconut (52%)
• Lavender (51%)
• Fresh (44%)
• Citrus (42%)
They like to vary the fragrances of the bath products they use. They change according to the season, their mood or the cosmetics they apply once they’re clean.
Shower therapy…
For 73% of American …
