Depilatories in Guatemala

PROSPECTS

Razors and blades most dynamic

Razors and blades continued to be see the fastest growth in Guatemala in 2018. There is a wide product portfolio available in the market, ranging from economy disposable blades, to more sophisticated products such as razors with interchangeable heads which have up to five blades.

Innovation is constantly seen in product developments

Innovation is commonly seen in standard to expensive products within depilatories in Guatemala, mainly through product improvements such as offering extra moisturising whilst shaving. Currently, Gillette Venus (Procter & Gamble) has a Sensitive Smooth razor, which has five blades and a special skin elixir that avoids irritation to the skin.

Modern grocery retailers leads sales of depilatories

Modern grocery retailers such as hypermarkets, supermarkets and discounters are the main distribution channels for depilatories. These stores cater the middle to upper-end of the market, in which women are more affected by international influences and want to remove the hair from their face and/or legs.

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead depilatories

Procter & Gamble Interamericas continued to lead depilatories in Guatemala in value terms in 2018. It has a large portfolio of brands, ranging from economy products such as Prestobarba 3 Mujer, which caters to a wide consumer base, to imported brands such as Venus, which has more sophisticated products at higher prices and targets the middle- to higher-income consumer base.

Promotions are seen

It is common to see promotions in depilatories. Amongst those seen in 2018 were free shaving creams to promote brand extensions, such as Venus razors with a free Venus shaving cream.

International brands dominate

International brands such as Venus, Prestobarba Mujer (Procter & Gamble), Veet (Reckitt Benckiser) and Sally Hansen (Coty) have the strongest presence in depilatories. These brands tend to be trend-setters, and constantly improve the formulae and quality of their products.

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