Depilatories in Chile

PRE-COVID-19 PERFORMANCE

Little innovation in dominant women's razors and blades in 2019

Women's razors and blades remained the dominant product area in depilatories in 2019 and is also the most concentrated product area, with Procter & Gamble, Eveready and Bic the only significant players and together accounting for almost all value sales. The leading players struggled to innovate at the end of the review period, as women's razors and blades are viewed as traditional products.

Players strive to build loyalty through consumer education and additional benefits in 2019

As hair removers/bleaches are perceived to be personal and intimate products, consumer education campaigns proved an effective differentiator at the end of the review period, being used by players to increase brand awareness and loyalty. In contrast to women's razors and blades, those buying hair removers/bleaches are attracted by different attributes.

Smaller players and private label attract attention in 2019

Even though shares in depilatories continued to be highly concentrated among a handful of international companies such as Procter & Gamble and Reckitt Benckiser in 2019, smaller players posed growing competition in the year. Chilean brand Kadus notably returned to hair removers/bleaches in the year after its previous owner Laboratorio Kadus was purchased by Laboratorios Labococh.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Women's razors and blades will see the strongest value growth at constant 2019 prices in 2020, due to offering affordable hair removal against a backdrop of economic uncertainty. However, growth is expected to diminish in comparison to that seen in 2019, with many using women's razors and blades for longer in order to save money.

Recovery and opportunities

Depilatories is expected to see sluggish value growth at constant 2019 prices throughout the forecast period. As the lockdown is eased, many will return to salon hair removal services, although sales are likely to benefit from some remaining unwilling to visit salons due to concerns over the virus.

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