Body moisturizers is one of the largest categories on Amazon in the US with approximately $615 million in sales a year, according to Hibben Research. The category consists of five segments: lotions, creams, oils, body butters, and mousses. Of those, lotions and creams, are the two largest segments, accounting for 70% share of the category.
Sales by Brand
Across the overall body moisturizers category, the market is extremely fragmented with no brand taking more than 10% share. L'Oréal-owned CeraVe is the category leader with an estimated 9.73% share of the category, followed by South African brand Bio-Oil (6.65%), and Beiersdorf-owned Eucerin (4.47%).
Within the creams segment of the category, which makes-up 30% of the market, CeraVe has a more commanding lead with 21.65% share. In the larger lotions segment however, which makes-up 40% of the market, NIVEA leads with 7.93% share, followed by Jergens (7.84%), and Gold Bond (7.60%). CeraVe is ranked fourth in the lotions segment with 6.82% share.
There's a third segment that makes-up a material part of the body moisturizers market on Amazon: oils. This segment accounts for 22% of the category and is more consolidated than the other segments, with the brand Bio-Oil owning 26.72% share. The brand's 3-piece anti-stretch and anti-scar oil drives nearly all of Bio-Oil's business in this segment and has racked up over 125,000 customer reviews on Amazon. Other than Bio-Oil, there is no dominant brand in the body oils segment which could be an opportunity for larger enterprise skin care brands.
Pricing across the body moisturizers category falls within a fairly tight range, with the vast majority of sales volume being done within the $15-$20 retail price. This suggests that Amazon is not a destination for luxury skin care shoppers.
Digital merchandising, especially customer reviews, play an integral role in building a successful skin care business on Amazon. Across the body moisturizer category, the median best-selling SKU has over 11,000 customer reviews, significantly more than what we see in other categories. Text-on-image graphics, which highlight a product's features and benefits, are also more advanced in the skin care category on Amazon, with many smaller brands out-merchandising larger competitors.
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