With beauty salons closed for much of 2021, Irish consumers looked to depilatories for removing unwanted hair, given the uptick in socialising as restrictions were gradually eased in terms of meeting others outside of the home. This benefited hair removers/bleaches and women’s razors and blades, which enjoyed positive growth in current value and volume terms.
Younger women are choosing to make purchases in line with their sustainability values. With an increasing percentage of this cohort simply not shaving, brands are rushing to innovate and align themselves with their consumers in an attempt to reverse this trend, buoyed by sustained growth as a result of professional service closures.
As consumers demand products that are not only functional for the removal of hair but are also beneficial for the skin, a shift in product control is occurring within hair removers/bleaches in Ireland. Bleaches and gels that remove hair through harsh chemical changes are perceived as being too harsh on the skin, particularly when used near sensitive areas.
A growing number of Irish women are disappointed by the results of their at-home shaving efforts and are instead booking professional services such as waxing or laser treatments. These provide longer-lasting solutions, avoid post-shave irritation and are generally lower maintenance.
Campaigns surrounding the futility of shaving and embracing female body hair gained momentum in 2021. Major brands such as Dove also supported this movement with its television advertisement showing women with underarm hair, sporting a “goodbye judgement, hello choice” slogan.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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