Personality-Driven Personal Care: No longer just for fashion and beauty, social media influencers are putting their stamps of approval on a wide range of items, including personal care products. According to L2, the top personal care categories using influencers in the US are bath and shower (80%) and skincare (76%), which makes sense given that those items are beauty-adjacent and Instagram-friendly. Not shockingly, incontinence brands had the lowest usage of influencers (0%).
Housewares Growing Digitally: Around 25% of US digital buyers purchased housewares online in 2017, up 18% over 2016, according to The NPD Group. The leading categories were food storage, gadgets and tabletop. Digital buyers of housewares also crossed categories, with 75% making online home improvement purchases and half buying textiles and small appliances.