Body oil is the most popular brand in Australia, with more than 200,000 women purchasing it in a year, according to research by online retail company Ebates.
It is also the most sought after in lingerie, with sales of lingerie for the brand increasing by more than 100 per cent in a decade.
Body oil sales in Australia are expected to increase further in 2018.
However, the brand is struggling to stay in the market amid a boom in demand for its new, natural-sounding, ‘body-y’ products.
The company has been struggling to compete with other premium brands, and has had to adjust its products.
Its body-y products are sold at the moment in a ‘natural’ packaging, where it is more likely to be purchased in a barber shop than on a beach, but the brand’s latest offering is not natural at all.
It is not a new concept.
The brand has been selling natural body oil for about 20 years, but recently launched a ‘Boom’ range in an effort to counter this trend.
According to Ebates, the new boom in natural-looking body oil is largely driven by the emergence of ‘natural-looking’ skincare products that are ‘totally natural’.
“Boom is one of the brands who are really doing something different and that’s really why they’re doing it,” said Rachel Smith, Ebates director of product strategy.
“They’re not just selling natural-y body oil but also using natural ingredients.
They’re doing more to make sure they’re offering it in the best way possible, to provide it in such a natural way that it’s very healthy for skin, and it’s not so greasy or greasy as to be uncomfortable.”
Natural-looking skincares are made with the skin’s own oils, which act as a barrier to prevent dirt and germs from building up on the skin.
In the past, it was thought that natural-styled body oils were more suitable for use in the home, with the brands usually being made with animal-derived ingredients, like cow’s milk or goat’s.
The rise in natural beauty products is believed to be driven by consumer demand for products made with natural ingredients, and more than 50 per cent of the population is either overweight or obese.
But a number of studies suggest natural-beauty products may be having a detrimental effect on skin health.
Research from Australia’s University of Queensland found that women with naturally-looking skin are more likely than those with more oily or greasily-looking skins to have eczema, rashes, and skin infections.
A recent study published in the journal of Cosmetic Science found that the use of natural-style skincaria products on the face and body of a large group of people could result in higher rates of eczematous dermatitis.
Ebates also released a statement saying the boom in ‘natural beauty’ products has been good for the company.
“[Boom’s] focus on natural-based products is creating a much-needed opportunity to further diversify and expand its portfolio,” it said.
As part of Ebates’ strategy to boost the brand, it has introduced a new ‘natural products’ section, and is encouraging women to try products in their local local shops.
This has also included the release of a new beauty range called ‘Bodyy’ which has more natural-like packaging and is being targeted at the young, who are becoming more interested in natural products.
Ebates has also created a new app called Bodyy Body for women to see how their products compare to the ‘natural look’.
While the brand says it is investing in its ‘natural” beauty brands, it is unclear how it plans to expand into new areas.
One of the major challenges for Ebates in its new ‘bodyy’ range is that the products have not yet been approved by the Australian Cosmetic, Toiletry and Personal Care Regulatory Authority. ABC/AAP