While many consumers reduced the frequency of, or even eliminated, hair removal treatments from their beauty routines during 2020 due to the pandemic, other consumers who previously sought treatments in beauty salons opted to perform such procedures at home, thus boosting demand for depilatories. Previous patrons of beauty salons generally opted to purchase wax-based products (within hair removers/bleaches), as this is the method that is closest to that practiced in beauty salons.
Women’s razors and blades are much less popular than hair removers/bleaches in France. In general, the latter are more popular because it offers longer-lasting results.
The need for gendered disposable razors, blue for men and pink for women, is increasingly being called into question. One of the main reasons is the so-called “pink tax” – the tendency for products marketed specifically toward women to be more expensive than those targeted at men.
Retail constant value sales of depilatories will continue to decline during the forecast period, albeit at a much more modest rate than in the review period. Hair removers/bleaches will continue to outperform women’s razors and blades, mainly due to the longer-lasting results provided by the former.
More environmentally friendly offerings will continue to grow in popularity in depilatories, particularly among younger women. One example of this sort of product is Wilkinson’s Xtreme 3 Beauty Eco Green, which is positioned as an ecological alternative in the disposable razor segment.
Over the forecast period, electric wax heaters, electric epilators, and electric lasers may become more popular than traditional depilatories, especially as they become more affordable and more widely accessible. Such products have seen increased demand since the onset of the pandemic, as extended time at home due to COVID-19 led many consumers to seek longer lasting treatments that they could perform themselves at home.
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Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
See All of Our DefinitionsThis report originates from Passport, our Depilatories research and analysis database.
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