Depilatories in India

PROSPECTS

Rapid urbanisation and the influence of Western culture opens up room for growth

Penetration of hair removers/bleachers remains low in the country, as people in rural areas do not indulge in such products. However, the growth in urban households coupled with increasing influence of Western culture had a positive impact on hair removers/bleachers.

The absence of natural-positioned depilatories provides scope for companies

The leading companies in the category continue to focus on innovation and launch new products; however, there continues to be an absence of natural and herbal-based offerings. Products with herbal and natural ingredients made their way across most beauty and personal care categories and consumers have responded well to them.

Stiff competition for depilatories from salons and laser hair removal

In most cases, depilatories is not the first option for Indian consumers to address their grooming needs. Consumers prefer visiting salons, as they offer waxing services at competitive prices.

COMPETITIVE LANDSCAPE

Reckitt Benckiser (India) remains the category leader with its Veet brand

Reckitt Benckiser’s Veet brand continued to lead the category in 2018 due to strong brand recognition and consumer-connect campaigns in India. Veet wax strips and hair removal creams are available for different skin types such as dry, sensitive and normal, which helped cater to different consumer needs and segments.

Dabur India focusses on premiumisation and convenience

Dabur India remained the leading domestic company within depilatories with its Fem brand. The company focussed on strengthening its presence in depilatories with the introduction of innovative and premium products in convenient pack sizes.

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