Consumer’s growing interest in more ethical brands influenced the overall beauty and personal care industry, including depilatories, at the end of the review period, with retailers and brand owners investing in the support of social or environmental causes. For example, local company, Oscar Razor, partnered with Beehive, a social enterprise that supports seniors and people living with a disability.
In 2019, depilatories in Australia continued to be negatively impacted by consumers’ shift towards professional long-term hair removal options, such as laser hair removal, electrolysis and intense pulsed light (IPL), as well as electrical devices such as epilators and at-home laser hair removal appliances. As most women in Australia consider hair removal an integral part of their grooming routine, products which are easy to use and offer longer-lasting effects are often preferred.
Procter & Gamble retained a strong, although reduced, lead in depilatories in 2019, supported by its Gillette Venus brand. Gillette Venus operates in all three categories in depilatories and benefits from a wide range of products and strong distribution networks.
Sales of depilatories are expected to fall by 4% in 2020 in 2019 constant value terms in light of COVID-19. This is approximately the same decline as forecast for 2020 during research conducted at the end of 2019 before the spread of the disease.
Depilatories has not been dramatically impacted by COVID-19. The closure of key channels for rival treatments, such as salons and laser hair removal clinics, during lockdown has provided a slight boost to demand for DIY depilatories.
Depilatories is forecast to see continued decline over 2019-2024. The reopening of salons and laser hair removal clinics will once again expose the category to the challenge of increasing consumer interest in long-term hair removal solutions.
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