Depilatories are by far the smallest product area in terms of value sales among beauty and personal care products. It was also negatively affected by COVID-19.
Innovation remains an important aspect of women’s razors and blades. At the end of the review period for instance, the disposable razors brand Bic launched the Bic Soleil disposable razor with six blades.
Women’s razors and blades accounts for most value sales in depilatories in Ecuador. However, towards the end of the review period, hair removers/bleaches become widely available in various retail channels in Ecuador.
Once society opens up and women go out to work again and spend time on beaches, it is expected that depilatories will return to constant value growth. With infections still remaining high in 2021, it will not be until 2022 that there will be a strong recovery.
Brands of women’s razors and blades will push innovation to attract consumers’ attention. Innovations such as offering multifunctionality such as using coated blades to moisturise will drive up the average unit price and support stronger current value growth.
Women’s pre-shave is facing long-term challenges from dual-function products such as body wash. These products save time for consumers as they only need to use one product for both showering and shaving and as body washes also provide moisturising properties, this also improves the shaving process.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Ecuador 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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