Depilatories continued to benefit from women’s desire for hairless skin, which remained strongly linked to femininity and attractiveness in Italy. However, natural beauty initiatives supported by celebrities provided impetus to the pro-body-hair trend, which gained the interest of millennials, in particular.
Depilatories remained more popular than alternative methods for removing body hair at the end of the review period. These products continued to be perceived as more convenient and affordable, although only hair removers/bleaches recorded positive retail volume or current value growth in the category in 2019.
Procter & Gamble Italia remained the leading player in 2019 through Gillette Venus and Satin Care, which dominated women’s razors and blades and women’s pre-shave, respectively. In 2019, Procter & Gamble continued to feature the fashion blogger Valentina Ferragni in its advertising campaign for Gillette Venus.
Sales of depilatories are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% fall forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Retail value sales at 2019 constant prices are expected to decrease at a faster rate over 2020 as a whole in light of the impact of COVID-19, compared with the decline forecast for 2020 during research conducted at the end of 2019. Nonetheless, the difference is projected to be slender.
Depilatories is projected to see a negative retail value CAGR at 2019 constant prices over the forecast period. Value growth is set to be hampered by slight decreases in average unit prices in 2019 constant terms across the category.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Italy 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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