Depilatories in Colombia

PROSPECTS

Value sales of depilatories are expected to see stagnation over the forecast period

Depilatories is projected to see stagnation in value terms at constant 2018 prices over the forecast period, due to the maturity of the category. It is also expected that more women will use permanent hair removal solutions and aesthetics services.

Women’s pre-shave is set to see the strongest growth

Over the forecast period, women’s pre-shave is projected to see the strongest growth in value terms at current prices; however, it will remain a niche. The category competes with substitutes such as bar soap, shower gel and hair conditioner, and as a niche the category has only a few players.

Natural ingredients as a key factor of growth

Over the forecast period, players in depilatories are expected to incorporate more natural ingredients in product formulations, in order to meet the growing demand for “clean” products. Ingredients that aim to be gentle on the skin are expected to continue to drive growth in hair removers/bleaches and women’s pre-shave; for example, flower and fruit essences, vitamin E, omega-3, healthy oils, aloe vera and other plant-based ingredients.

COMPETITIVE LANDSCAPE

Procter & Gamble de Colombia SA leads depilatories

Procter & Gamble was the leading player in depilatories in 2018. The company’s position can be attributed to its strong presence in women’s razors and blades, the largest category within depilatories, with its brands Gillette Venus and Gillette Satin Care.

Reckitt Benckiser dominates hair removers

Reckitt Benckiser continued to dominate hair removers/bleaches in 2018. Veet outsells other hair remover brands not only due to its wide distribution across all retail channels, and extensive portfolio in comparison to other brands, but also the strong consumer awareness of the brand.

Belleza Express SA holds the second position

Belleza Express SA, which represents Procter & Gamble’s brand Depilex in Colombia, held second place in hair removers/bleaches in 2018; however, its share is quite small in comparison to the leader. The brand is a popular choice among price-sensitive consumers, aided by strong promotional strategies, such as buy-one-get-one-free.

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