The importance of “me time” in the bath or shower rises with personal stress levels, as does the importance of the products consumers use when indulging themselves. To uncover shoppers’ bath and body care habits, the brands they love, scents they crave, and after-bath skin care essentials, The Benchmarking Company (TBC) conducted an in-depth 56-question study in March 2023 with 3,800 U.S. women ages 18-plus.
The Luxury of Bathing
Taking a bath is a vital part of a well-rounded self-care routine, according to female beauty buyers who regularly take to the tub. Ninety-three percent of women who bathe in a bathtub do so to relax, 83% do so to pamper themselves, 67% do so for alone-time (make that 77% if she has one or more children under 18 years old in her household) and only 31% saying they bathe in a tub to get clean.
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