# Targeted Body Care Brands Soft Services Elevates Body Care by Addressing Overlooked Concerns By Laura McQuarrie | Published 2021-05-19 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/soft-services References: [thezoereport](https://www.thezoereport.com/beauty/soft-services-new-beauty-brand-launch) Most body care products on the market are designed to be moisturizing, hygiene-boosting or helpful for hair removal but [Soft Services](https://www.trendhunter.com/trends/two-holiday-launches) is a new brand that's going above and beyond to deliver "solutions where there are none." The brand aims to address concerns like keratosis pilaris, discoloration and body acne, and its first launch focuses on products with smoothing properties. The Smoothing Set by Soft Services shares a trio of [fragrance-free body care solutions](https://www.trendhunter.com/trends/innersense-body-care) to support resurfacing, an even skin tone and healthy, hydrated skin. There's the [Buffing Bar exfoliant](https://www.trendhunter.com/trends/buffing-bar), the leave-on Smoothing Solution to dissolve dead skin cells and calm irritation and the Carea Cream, a daily toning lotion with 10% urea. These targeted body care products offer problem-solving solutions for roughness, ingrown hair and more. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 56% | Activity: 48% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Targeted Body Care:** Soft Services is focusing on niche skin concerns like keratosis pilaris, discoloration and body acne to deliver solutions where there are none. - **Smoothing Properties:** Soft Services' Smoothing Set offers fragrance-free body care solutions to support resurfacing, an even skin tone and healthy, hydrated skin. - **Problem-solving Products:** Soft Services' targeted body care products offer solutions for roughness, ingrown hair and other skin concerns that traditional body care products overlook. ### Where This Applies - **Skincare:** Soft Services is disrupting the skincare industry with its focus on niche skin concerns and solutions that traditional products do not address. - **Beauty:** Soft Services is bringing disruptive innovation to the beauty industry by providing problem-solving body care solutions that address concerns beyond basic hygiene and moisturization. - **Personal Care:** Soft Services is providing disruptive innovation opportunities in the personal care industry by tapping into neglected niche skin concerns and offering targeted solutions that traditional products overlook. ## Related on Trend Hunter - [Holiday Body Care Launches](https://www.trendhunter.com/trends/two-holiday-launches.md) - [Texture-Focused Body Care Lines](https://www.trendhunter.com/trends/byoma-1.md) - [Expansive Body Care Lines](https://www.trendhunter.com/trends/kiehls-personals.md) - [Sensitive-Friendly Body Gels](https://www.trendhunter.com/trends/soft-services-1.md) - [Affordable Targeted Bodycare](https://www.trendhunter.com/trends/billie-bodycare.md) - [Hydrating Full-Body Treatments](https://www.trendhunter.com/trends/pattern-beauty-body.md) - [Comfort-Boosting Targeted Bodycare](https://www.trendhunter.com/trends/total-body-sweat-odor-collection.md) - [Replenishing Clean Bodycare](https://www.trendhunter.com/trends/innersense-body-care.md) - [Barrier-Boosting Bodycare](https://www.trendhunter.com/trends/byoma-body.md)