1. BATH AND SHOWER
Xuewen Cindy Wenfu
XWENFU16@SCHULICH.YORKU.CA
Consumer Insights in
the Bath and Shower
Category in Canada
A STUDY INTO OLAY BATH AND SHOWER

2. BATH AND SHOWER
Table of Contents
Secondary Research Findings 2
Primary Research Findings 3
Conclusion 5
A Unique Way to Look at
Consumer Perceptions:
Brand Map
6
Appendix 1-Bath and
Shower Survey
7
Appendixes 12
References 16
This consumer insight report
for Olay bath and shower
product category is part of a
group project for the Brand
Management course at
Schulich School of Business.
The report examines the
current Canadian market
condition of bath and shower
products through both
secondary and primary
research. A survey was
conducted to find out
consumers’ perceptions,
preference, and behaviours.
Acknowledging the small
sample size for this project,
potential bias might exist. The
report demonstrates the
findings as well as
recommendations tailored
towards the Olay bath and
shower category.
INTRODUCTION TO THE
REPORT
1

3. BATH AND SHOWER
Secondary Research Findings
Since there are numerous options in the
market, while choosing their bath and shower
products, consumers tend not to focus only on
the cleaning function of the item. Products that
have multifunctional claims, skin care benefits,
natural ingredients, and spa themes are playing a
more important role on attracting buyers
(Cosmetic Business, 2013). The secondary
research findings section of this report will
demonstrate the four important selling factors
for the bath and shower product category:
healthy ingredients, enjoyable bathing and
showering experience, pleasant fragrance, and
convenience brought by multifunctional
products.
Natural and organic ingredients are
attractive to consumers, as they now have higher
awareness on health issue
(MarketResearch.com, 2015). They pay
attention to what they put on their body
(Euromonitor, Bath and Shower in Canada,
2015). Canadians would like to pay more for a
better quality of their cosmetic product
selections and beauty routine (Euromonitor,
Consumer Lifestyle in Canada, 2015). These
ingredients include flowers, essential oils, sea
minerals, herbs, skin softeners, spices, and
added moisturizers (Euromonitor, Bath and
Shower in Canada, 2015). In addition,
consumers see bathing and showering as an
experience. Thus, products that can bring an
enjoyable experience will attract them to make
the purchase (Cosmetic Business, 2013). These
imply that natural ingredients and an enjoyable
showering experience could be two potential
selling points to attract consumers’ attention.
Except for the claimed ingredients,
consumers also pay attention to the scent of
their cosmetic products. Studies show that
consumers usually smell the fragrance before
they make a purchase decision; If the fragrance
is able to invoke a positive emotional response,
it is more likely to lead consumers to a purchase
decision (Shinde, 2013). This not only indicates
that fragrance is a critical first-impression factor
of cosmetic products, but also tells the
importance of body scent for consumers. This is
further supported by the fact that, according to
NIVEA Canada Skin-dex survey (Euromonitor,
Consumer Lifestyle in Canada, 2015), deodorant
is the most essential personal grooming products
in the minds of Canadians. Pleasant and
comfortable fragrance is another selling factor
of bath and shower products.
The demand of convenient and
multifunctional products is growing in Canada.
With the fast pace of modern society, consumers
prefer to have products that can do more in less
time (Euromonitor, Consumer Lifestyles in
Canada, 2015). Examples of products in this
category are dry shampoos, and two-in-one
products. Dry shampoo allows user to fix
oiliness and greasiness of hair in just several
minutes, significantly decreasing the time
needed for a hair-cleaning process. These
products are especially popular for young
millennials (Euromonitor, Consumer Lifestyles
in Canada, 2015). This brings opportunities for
products that claim to have multifunctional
benefits to stand out in the market.
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4. BATH AND SHOWER
Primary Research Findings
The survey (See Appendix 1 for survey)
is broken down to several different sections:
consumers’ perception on Olay, Dove, and the
Body Shop, consumers’ opinions on bath and
showering, consumers’ opinion on corporate
social responsibility, showering habits,
purchasing habits, loyalty, social media habits,
as well as their demographic information.
We asked respondents to rate Dove, the
Body Shop, and Olay on a scale of 1 to 7 on the
following attributes: hygiene, smooth after-use
skin, enjoyable pampering experience,
expensive, attractive packaging, moisturizing,
anti-aging, socially responsible, and hydrating.
Based on the findings (shown above), in the
respondents’ perception, Dove excels in
hygiene, moisturizing, and smooth after-use
skin; the Body Shop excels in socially
responsible, enjoyable pampering experience,
attractive packaging, and expensive pricing;
Olay excels in hydrating, smooth after-use skin,
and anti-aging. This is a result of the strong
associations among Olay’s different product
lines. Consumers recognize the anti-aging
function of Olay’s skin care products, and
associate it with Olay’s bath and shower
products. Comparatively, Olay is low on some
essential attributes of bath and shower products,
such as hygiene and moisturizing.
What is a Brand
Map?
A Brand Map, as shown on
the left, illustrates the
dynamic relationships among
products attributes and
brands studied. The map is
generated based on the
survey results of customers’
rating on different attributes.
If you want to know more
about Brand Map, please
turn to page 6 to for a
detailed explanation of the
map.
3

5. BATH AND SHOWER
According to the survey results
(Appendix 2), 29% of the respondents have
never used Olay bath and shower products
before, followed by the Body Shop (16%), and
Dove (6%). This finding indicates there is still a
long way for Olay to increase its product use.
Coinciding with the findings in
secondary research, results from the survey also
indicate that consumers take showers not only
for hygiene reasons, but also to relax, to smell
good, and to pamper themselves (Appendix 3).
They also pay attention to whether the
fragrances of the bath and shower products are
pleasant.
In terms of consumers’ opinion on
corporate social responsibilities (CSR)
(Appendix 4), they prefer more natural
ingredients, as well as whether the brand takes
initiative to take part in socially responsible
campaigns. However, anti-animal testing is
given less credit as a factor that makes the brand
stand out.
Since Olay is currently targeting female
over the age of 35 and above, we tried to find
out if the age groups have different showering
and purchasing habit. However, based on the
result of the survey (Appendix 5), all age groups
share similar showering and purchasing habits.
The only difference spotted was that, older
consumers are more likely to purchase bath and
shower products in a bundle than a single item.
The similarities among all age group bring
advantage for bath and shower brands. That is,
since habits are shared among the groups,
campaigns that show a specific circumstance of
using the products will be widely accepted by
all age groups. In addition, all age groups are
equally likely to take a shower once a day
(about 58%), and twice a day (about 16%). This
indicates an opportunity for brands to increase
product use, by shifting the majority of people
from taking shower a once a day to twice a day.
This could be done by associating taking shower
a twice a day with the various benefits of using
bath and shower product through a marketing
communication campaign. Based on the survey
findings, almost all the respondents take a
shower after physical activities (90%) and
before special occasions (94%). A brand could
increase its brand recognition level by showing
scenes where people use its product in these two
situations. In this way, people see the brand as
being more relatable to their everyday lives.
According to the survey, low level of
loyalty (Appendix 6) was found in this category.
However, more consumers stick on one brand
and switch to others sometimes. This behaviour
pattern makes bath and shower brands able to
sustain a certain amount of market share. When
switching brands, the first reason is
family/friend recommendations, followed by
discount/promotion.
When asked about their favourite social
media platform to be informed of bath and
shower brands, 61% of respondents chose
Instagram, followed by Facebook with 26%, and
Twitter with 16% (Appendix 7-1). This is an
opportunity for Olay to increase its influence
among younger audiences. Instagram allows
users to share elegant photos and videos of their
experiences in the moment, which coincides
with one of the selling point: enjoyable
showering experience. Olay can also us this
platform to promote its natural ingredients of the
products. By repetitively showing pictures that
demonstrate these theme, consumers’ perception
of Olay’s experience and natural ingredients
will be enhanced. In addition, by showing
4

6. BATH AND SHOWER
presence on Instagram, Olay has the opportunity
to shift its target consumers from the older ones
to the younger. At the moment, Olay’s official
Instagram account has stopped posting
(Appendix 7-2). However, it still have 11,500
followers. Olay could utilize this following to
restart its Instagram campaign. Alternatively,
Olay could start a new account only for its bath
and shower products. For example, Olay’s Fresh
Effect line has a separate account than its
official account (Appendix 7-3). The Fresh
Effect account is currently active, with 100 to
300 likes per post. Fresh Effect is able to
distinguish itself from Olay’s anti-aging product
lines. Based on the findings stated previously,
consumers could not distinguish Olay bath and
shower products with its skin care products on
the anti-aging ability. Therefore, it would be
more beneficial for Olay to have a separate
Instagram account for its bath and shower line.
Conclusion
Except for the cleaning ability of bath
and shower products, Canadian consumer also
focus on the healthy ingredients, enjoyable bath
and shower experience, pleasant fragrance, and
the convenience brought by multifunctional
products. Brands in the category could promote
these four characteristics to win more market
share. Brands with less exposure, such as Olay,
could also focus on promoting the brand’s CSR
actions to consumers. Similar patterns for bath
and shower, as well as purchasing behaviours
were found across all age groups. Therefore,
showing image of people using a specific brand
will make it relatable for consumers in all age
groups. In addition, new campaigns could
increase product use by increasing numbers of
shower taken per day from 1 to 2. Given the fact
that this is a low loyalty category, brands could
eat up market share from each other. One of the
most useful way to attract consumers is
promotion/discount. Finally, consumers are
showing interests in receiving information on
Instagram. To gain more brand recognition, as
well as to separate Olay bath and shower from
Olay skincare, it is better to create an official
account for the bath and shower line.
5

7. BATH AND SHOWER
A Unique Way to Look at Consumer Perceptions: Brand Map
This brand map allows analysts an to look at the dynamic relationships among brands and
consumers’ perceptions towards them. The traditional vector map has multiple limitations: only two
attributes can be compared in one map, brands are located based on the decision-makers’ perceptions
instead of calculated based on mass survey results, and so forth. The new brand map is generated from
survey results with ratings on each attributes for all brands selected, which provides a comprehensive
view compared to the traditional map.
The length of the attribute line represents the easiness for customers to identify the attribute.
The longer the line is, the easier it is for customers to identify this attribute. For example, the line of
Anti-aging is longer than the line of Hydrating. Thus, it is easier for customers to identify if a product
has anti-aging effect than hydrating effects.
The closeness of two attribute lines represents how closely related the two attributes are in
the mind of consumers. For example, Attractive packaging and Expensive are closely related; whereas
Attractive Packaging and Smooth after-use skin are not.
The further the brand is on the line, the more accurate it is to use this attribute to describe the
brand in the mind of consumers. For example, in the graph, consumers think that Olay has very high
Anti-aging capability. On the other hand, the Body shop is considered to have very low Anti-aging
capability since it is located on the negative side of the Anti-aging line.
6

8. BATH AND SHOWER
Appendix 1-Survey
BATH AND SHOWER BRAND SURVEY
Thank you for agreeing to fill out this 5-minute survey. This survey will ask your opinion on
bath and shower products of Dove, Body Shop, and Olay. Your response is really important to
us. Information provided by the survey will be confidential and used only for research
purposes. Participation is voluntary, and you could withdraw from the survey at any time.
Are you at least 18 years old?
a) Yes
b) No [Please hand back the survey. Thank you for your time.)
Have you used at least one of the following brands for their bath and shower products:
Dove, the Body Shop, or Olay?
a) Yes
b) No [Please hand back the survey. Thank you for your time.)
PART 1
On a scale of 1 to 7, please rate the following features of the bath and shower products of the
three brands. Leave it blank if you have not used the brand before.
1. Dove bath and shower products
Strongly
Disagree
Neither
Agree nor
Disagree
Strongly
Agree
1 2 3 4 5 6 7
Ability to clean in
general
☐ ☐ ☐ ☐ ☐ ☐ ☐
Smooth after-use
skin
☐ ☐ ☐ ☐ ☐ ☐ ☐
Enjoyable
pampering
experience
☐ ☐ ☐ ☐ ☐ ☐ ☐
Expensive ☐ ☐ ☐ ☐ ☐ ☐ ☐
Attractive
packaging
☐ ☐ ☐ ☐ ☐ ☐ ☐
Moisturizing ☐ ☐ ☐ ☐ ☐ ☐ ☐
Anti-aging ☐ ☐ ☐ ☐ ☐ ☐ ☐
Socially
Responsible
☐ ☐ ☐ ☐ ☐ ☐ ☐
Hydrating ☐ ☐ ☐ ☐ ☐ ☐ ☐
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9. BATH AND SHOWER
2. The Body Shop bath and shower products
Strongly
Disagree
Neither
Agree nor
Disagree
Strongly
Agree
1 2 3 4 5 6 7
Ability to clean in
general
☐ ☐ ☐ ☐ ☐ ☐ ☐
Smooth after-use
skin
☐ ☐ ☐ ☐ ☐ ☐ ☐
Enjoyable
pampering
experience
☐ ☐ ☐ ☐ ☐ ☐ ☐
Expensive ☐ ☐ ☐ ☐ ☐ ☐ ☐
Attractive
packaging
☐ ☐ ☐ ☐ ☐ ☐ ☐
Moisturizing ☐ ☐ ☐ ☐ ☐ ☐ ☐
Anti-aging ☐ ☐ ☐ ☐ ☐ ☐ ☐
Socially
Responsible
☐ ☐ ☐ ☐ ☐ ☐ ☐
Hydrating ☐ ☐ ☐ ☐ ☐ ☐ ☐
3. Olay bath and body products
Strongly
Disagree
Neither
Agree nor
Disagree
Strongly
Agree
1 2 3 4 5 6 7
Ability to clean in
general
☐ ☐ ☐ ☐ ☐ ☐ ☐
Smooth after-use
skin
☐ ☐ ☐ ☐ ☐ ☐ ☐
Enjoyable
pampering
experience
☐ ☐ ☐ ☐ ☐ ☐ ☐
Expensive ☐ ☐ ☐ ☐ ☐ ☐ ☐
Attractive
packaging
☐ ☐ ☐ ☐ ☐ ☐ ☐
Moisturizing ☐ ☐ ☐ ☐ ☐ ☐ ☐
Anti-aging ☐ ☐ ☐ ☐ ☐ ☐ ☐
Socially
responsible
☐ ☐ ☐ ☐ ☐ ☐ ☐
Hydrating ☐ ☐ ☐ ☐ ☐ ☐ ☐
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10. BATH AND SHOWER
PART 2:
1. On a scale of 1 to 7, please rate the following statement based on your opinion:
Strongly
Disagree
Neither
Agree
nor
Disagree
Strongly
Agree
1 2 3 4 5 6 7
I take a shower for hygienic
purposes.
☐ ☐ ☐ ☐ ☐ ☐ ☐
I take a shower to relax. ☐ ☐ ☐ ☐ ☐ ☐ ☐
I see showering as a pampering
experience.
☐ ☐ ☐ ☐ ☐ ☐ ☐
I take a shower to smell good. ☐ ☐ ☐ ☐ ☐ ☐ ☐
I feel excited about the new
fragrances of my soap/body
wash.
☐ ☐ ☐ ☐ ☐ ☐ ☐
The moisturizing function of my
soap/body wash is very
important.
☐ ☐ ☐ ☐ ☐ ☐ ☐
When shopping, I try to smell the
scent of the soap/body wash.
☐ ☐ ☐ ☐ ☐ ☐ ☐
A brand stands out when it
claims to be against animal
testing.
☐ ☐ ☐ ☐ ☐ ☐ ☐
A brand stands out when it uses
natural ingredients.
☐ ☐ ☐ ☐ ☐ ☐ ☐
A brand stands out when it cares
about social responsibilities.
☐ ☐ ☐ ☐ ☐ ☐ ☐
2. How many times do you usually take a shower per day?
a) I do not take showers daily.
b) Once a day.
c) Twice a day.
d) 3 or more times a day.
3. Do you take a shower before you start your day?
a) Yes.
b) No.
c) Sometimes
9

11. BATH AND SHOWER
4. Do you take a shower at the end of your day?
a) Yes.
b) No.
c) Sometimes.
5. Do you take a shower after physical activities (e.g. workout, sports)?
a) Yes.
b) No.
c) Sometimes.
6. Do you take a shower before special occasions (e.g. interview, dinner, party, going out)?
a) Yes.
b) No.
c) Sometimes.
PART 3:
1. Where do you purchase the majority of your bath and shower products from (choose only
1 option)?
a) Health and Beauty Specialist Retailers/Pharmacies (e.g. Shopper’s Drug Mart)
b) Brand Retailers (e.g. the Body Shop Retail Stores)
c) Supermarkets/wholesale market (e.g. Walmart, Costco)
d) Through Online Shopping
e) Other, please specify________________
2. When it comes to bath and shower products, are you more likely to purchase a single item
or a bundle (e.g. a value set of 2 or more items)
a) Single item
b) Bundle
3. Are you a loyal user of your current bath and shower brand?
a) Yes, I only use this brand (Proceed to Question 5).
b) Yes, I use this brand most of the time (Proceed to Question 5).
c) No, I change brands from time to time.
4. If you selected “No” on the previous question, please select what makes you change brands
(choose the most favorable one) and then continue to Question 6:
a) I am attracted by a new ad.
b) The other brand is on discount/promotion.
c) A friend/family member recommended it to me.
d) It doesn’t matter to me; I just choose whichever brand I see first.
e) Other, please specify__________________________________________
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12. BATH AND SHOWER
5. If you selected “Yes” on question 3, please select the reasons that may make you consider
another brand (choose the most favorable one).
a) A very attractive ad of the other brand.
b) The other brand is on discount/promotion.
c) My usual brand is not available.
d) My friend or family member recommended another brand to me.
e) Other, please specify _________________________________________________
6. Which one of the following social media platforms would be most effective and preferable
in providing you information about a bath and shower brand? (Please choose only one).
a. Facebook
b. Twitter
c. Instagram
d. YouTube
e. I don’t use social media.
f. Other ____________________________________
PART 4
1. Please specify your gender.
a) Female
b) Male
2. Which age group do you belong to?
a) 18 – 24 years old
b) 25 – 34 years old
c) 35 – 54 years old
d) 55 years and older
3. What is your marital status?
a) Single (not in a relationship)
b) In a relationship (not married or common-law)
c) Married or Common-Law
d) Separated (But still married)
e) Divorced
f) Widowed
4. What is your approximate annual household income before taxes?
a) Less than $40,000
b) $40,000 - $59,999
c) $60,000 - $69,999
d) $70,000 - $99,999
e) $100,000 or above
Thank you for your participation!
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13. BATH AND SHOWER
Appendix 2-Brand Exposure
Appendix 3-Showering Experience
Appendix 4-CSR
6%
16%
29%
0%
5%
10%
15%
20%
25%
30%
35%
Dove the Body Shop Olay
Never Used Brand
4 4.2 4.4 4.6 4.8 5
Anti-animal testing
Using natural ingredients
Being socially responsible
Factors causing brands to stand out,
scale of 1-7, midpoint=4
0 1 2 3 4 5 6
Hygiene
Relax
Pampering
Smell good
Purpose of taking shower,
scale of 1-7, Midpoint=4
4.4 4.6 4.8 5 5.2
Excited about new
fragrance
Importance of
moisturization
Smell scent
Tendency of behaviours,
scale of 1-7, Midpoint=4
12

14. BATH AND SHOWER
Appendix 5-Showering and Purchasing Behaviour
42%
19%
39%
0%
10%
20%
30%
40%
50%
Yes No Sometimes
Shower at the start of the day
61%
6%
32%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Sometimes
Shower at the end of the day
90%
3% 6%
0%
20%
40%
60%
80%
100%
Yes No Sometimes
Shower after physical activities
94%
0% 6%
0%
20%
40%
60%
80%
100%
Yes No Sometimes
Shower before special occasions
22%
59%
19% 0%
0%
10%
20%
30%
40%
50%
60%
70%
Not daily Once Twice 3 times or
more
Times of shower per day
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15. BATH AND SHOWER
Appendix 6-Brand Loyalty
Appendix 7-Social Media
7-1 Social Media Preference
41%
18%
12%
0%
10%
20%
30%
40%
50%
Discount/promotion Want to try new Attractive new ad
Top reasons to switch-Loyal consumers
7% 16%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
only 1 brand Majorly 1 brand Switch regularly
Brand Loyalty
43%
29%
21%
0%
10%
20%
30%
40%
50%
Family/friend
recommendation
Discount/promotion Usual brand not
available
Top reasons to switch-Non-loyal
consumers
61%
26%
16%
0%
10%
20%
30%
40%
50%
60%
70%
Instagram Facebook Twitter
Social media preference
14

16. BATH AND SHOWER
7-2 Olay Official Instagram Account
7-3 Olay Fresh Effect Instagram Account
Appendix 8-Demographic Information of Respondents (31 respondents)
1.Gender
Male 23%
Female 77%
2. Age Group
Age <35 68%
≥35 32%
3.Marrital Status
Single (not in a relationship) 45%
In a relationship, but not married 23%
Married/Common Law 32%
4.Income Group
≤ $40,000 29%
$40,000-$59,999 29%
$60,00-$69,999 0%
&70,000-$99,999 16%
≥$100,000 26%
Demographic Information
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17. BATH AND SHOWER
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