The COVID-19 crisis had a negative impact on demand for depilatories as consumers had fewer opportunities for social contact either at work or in leisure scenarios and, therefore, took a more relaxed approach to beauty and personal care regimens, including depilation. In women’s razors and blades, the business model is shifting from the repeat purchasing of replacement blades to sets with a higher unit price, which include multiple replacement blades.
As concepts of gender become more diverse and attitudes to gender change, values relating to shaving and hair removal are shifting away from traditional norms. This was reflected in Kai Corp’s visual advertising, which became a hot topic in Japan.
Schick Japan Co Ltd remained the leading player in depilatories in 2020 thanks to its strength in women’s pre-shave and women’s razors and blades. The company looked to consolidate its position with the launch of its subscription-based service SMARTSHAVE in 2019.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Japan 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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