The return to social activities in 2021, after the pandemic lockdowns of 2020, has boosted sales of depilatories. Whilst out-of-home activities set off to a slower start at the beginning of 2021, the second half of the year saw consumers returning to their normal lives – back to work and engaging in social activities and intimate relations again.
Razors and hair removers/waxes are the two most popular products of depilatories in Azerbaijan. This illustrates the split between higher- and lower-income consumers – the latter prefer either razors, or cheaper hair removers, such as Turkish Sesu.
Procter & Gamble Azerbaijan remains the leading company, being most recognised among female citizens thanks to its products' wide distribution and strong advertisement through local and international TV channels. Procter & Gamble Azerbaijan distributes its main brand Gillette Venus through healthcare and beauty specialist retailers, as well as modern grocery retailers, such as supermarkets, hypermarkets and convenience stores.
It is expected that depilatories will evolve in a more sustainable, as opposed to revolutionary, manner over the forecast period. First of all, the consumer base continues to grow, and the demographic of the female population is expected to increase further.
Azerbaijan has a strong cultural, economic, and political relationship with Turkey, which increased even more after the recent Azerbaijan-Armenia war. Therefore, Turkish brands are very well presented across the numerous categories of beauty and personal care in the country.
No major changes in consumer preferences are expected over the forecast period, with razors and hair removers/bleaches remaining major products. That said, the category faces competition from permanent hair removal via beauty salons.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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