Depilatories suffered a decline in current value sales and volume in 2020, as women spent significant periods of time at home. However, though overall there was a decline in volume sales, hair removers/bleaches actually recorded an increase in volume sales, as with beauty outlets closed for parts of the year, women resorted to doing it themselves at home instead.
Procter & Gamble maintained its lead in depilatories in Colombia in value terms in 2020, with its Gillette brand dominating both women’s razors and blades and women’s pre-shave. The popularity of its various Gillette variants can be attributed to the company’s wide distribution network, affordable price points and extensive range of products, featuring benefits such as moisturising formulae, a clean shave and less irritation.
Brands of women’s razors and blades continued to innovate to attract consumers’ attention. Innovations such as offering multifunctionality such as using coated blades to moisturise drive up the average unit price and support stronger current value growth.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Depilatories research and analysis database.
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