Introduction

The Bath & Body Care market has been a significant segment in the global consumer landscape. With the increasing focus on personal grooming and self-care, consumers are constantly seeking high-quality products in this category. TikTok, in the US, has emerged as a powerful platform with unique advantages for promoting and selling Bath & Body Care products. Its vast user base and engaging video content format allow brands and merchants to showcase their offerings in an innovative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Bath & Body Care market in the US has been experiencing steady growth in recent years. The market size has been expanding as consumers' demand for various body care products such as lotions, creams, soaps, and deodorants continues to rise. Changes in consumer demand have also been observed, with a growing preference for natural and organic ingredients, as well as products that offer specific benefits like hydration, brightening, or anti-aging. This trend is likely to continue, driven by increasing awareness of health and wellness among consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 5, the Bath & Body Care category showed interesting sales performance. The GMV Gross Merchandise Volume for the week was $1.815 million. However, it experienced a -40.7% quarter-on-quarter QoQ decline. The sold count was 103,900, with a -38.11% QoQ decrease. Among the top-selling products, "EVIL GOODS! Whipped Beef Tallow & Manuka Honey Organic Nourishing Face Cream, Moisturizer, Body Lotion, Skin Care and Lip Balm Hydrating Moisturizing" had a sold count of 24,000 and a GMV of $677,500, with a 14.46% QoQ growth in GMV. Another popular product, "Full Body Deodorant Supplement | DEOS Internal Deodorant Full Body", had a sold count of 6,445 and a GMV of $162,200, with a 29.47% QoQ growth in GMV. The popularity of these products can be attributed to factors such as their unique formulations, effective marketing on TikTok, and meeting the specific needs of consumers in terms of body care.

Brand Case Analysis of the Specific Category

Several brands stood out in the Bath & Body Care market on TikTok during week 5. For example, the brand "evilgoods" had a GMV of $300,100 with a -49.3% QoQ decline. It had a sold count of 10,600 and an average price of $28.44. The brand "Gopure" had a GMV of $160,900 with a -21.19% QoQ decline. It had a sold count of 5,298 and an average price of $30.37. These brands employed different strategies to promote their products. Some focused on creating engaging video content featuring product demonstrations and testimonials, while others offered special promotions and discounts to attract customers. Their influence within the US market on TikTok varied, but they all managed to capture a significant portion of the Bath & Body Care market share during the week.

Conclusion

Overall, the Bath & Body Care market on TikTok in the US during week 5 presented a mixed picture. While there were some top-performing products and brands, the category as a whole faced a QoQ decline in both GMV and sold count. For cross-border merchants, it is recommended to closely monitor market trends, focus on product innovation to meet the changing consumer demands, and leverage the power of TikTok's video content to effectively market their products. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on natural and sustainable products, as well as more personalized body care solutions. Merchants who can adapt to these trends will be better positioned to succeed in the competitive Bath & Body Care market on TikTok in the US.