Depilatories in Chile

PROSPECTS

Technology in women’s razors finally attracting female consumers

If in the past most women tended to use men’s razors to remove unwanted hair, they are now more aware of differences between women’s and men’s razors, especially since new technology and ergonomic features have been developed rather than just the same item being marketed with a pink colour.

Feminism and painful techniques are not best friends

A wave of feminism has spread across Latin America and, very strongly, in Chile. Chilean women still want to look hairless in the summer, but they do not want to “suffer” to look beautiful.

Women’s pre-shave products are still unknown by most consumers

There is a need for education to explain to women the benefits of using pre-shave products and, overall, how these specialised products work better than using liquid soap, shampoo or any other personal care alternative already available in the bathroom.

COMPETITIVE LANDSCAPE

Two wax brands exit the category in 2018

Prosabel and Kadus wax products left the category in 2018. While Kadus’s exit was due to the laboratory’s bankruptcy, Prosabel’s disappearance was a decision made by owner Godrej, with volumes to be sold under the more modern brand Millefiori.

Three razors and blade brands climb the category ranking in 2018

Renewed interest in razors and blades promoted the rise of Esika, Gillette Satin Care and Bic razors in depilatories in 2018.

Veet, the hair removal cream, maintains top spot

Veet is a painless hair removal cream, which is slightly expensive but promises a long-lasting result compared with razors and blades. However, it is the most expensive option in depilatories and not that popular since it is quite aggressive on the skin and can be irritating.

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