Surge in popularity of bath care leads to product proliferation. (Bath & Shower Care)

NEW YORK - Rapid expansion in the bath care arena has led to a proliferation of new products from leading manufacturers. In general, suppliers seem to be acutely aware that retailers are taking a fresh look at the overall bath care category, as many stores scale back selections and demonstrate a greater affinity for proven items.

As a result, much of the emphasis is on strengthening brand recognition via extensive promotions. In addition to traditional advertising, manufacturers are using cents-off coupons, rebates and discounted gift sets to set their products apart from the ...