Depilatories in Brazil

PRE-COVID-19 PERFORMANCE

Professional services continue to negatively affect sales of depilatories

With the ongoing recovery of the Brazilian economy in 2019, consumers continued to opt for professional hair removal services in Brazil. Not only was depilatories experiencing competition from traditional hairdressing outlets, but also from specialised outlets focused on laser treatments.

Women’s razors and blades recovers as competition from men’s products weakens

One of the main challenges for depilatories in Brazil is the lack of understanding of the differences between men’s and women’s razors and blades. Many Brazilian women opt to use a regular product targeted at men, believing there is no real difference between the two products.

Reckitt Benckiser leads, but Procter & Gamble is close behind it

Reckitt Benckiser continued to lead sales in depilatories in 2019, but Procter & Gamble is a very close second behind the leader after gaining share over the course of the year. Sales of hair removers/bleaches continued to suffer in 2019, while women’s razors and blades posted positive current value growth.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to a decline of 2% forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Home seclusion will play a role in the performances of both women's razors and blades and hair removers/bleaches, which will both see declining sales in 2020 at constant 2019 prices. Many consumers are likely to feel that there is no need for hair removal if they are not leaving their homes.

Recovery and opportunities

Both women's razors and blades and hair removers/bleaches will see much-improved performances in 2021, albeit with both still recording modest declines in their value sales at constant 2019 prices. Hair removers/bleaches will continue to record declining sales for the rest of the forecast period, but women's razors and blades will start to record positive growth from 2022, albeit only at very modest rates.

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