In 2020, the spread of COVID-19 caused a sharp decline in commuting, leisure and travel opportunities, which led to less use of depilatories. Sales returned to growth in 2021, due in part to consumers gradually getting out of their homes as vaccination proceeded steadily, whilst products with relatively higher unit prices targeting sensitive skin, and women’s razors and blades in collaboration with popular and well-known celebrities, were also increasingly popular.
In April 2021, Kai Corp launched a paper razor on its website, which uses paper for its handle and metal for the blade, reducing the plastic used in the product by 98% compared with the company’s conventional products. Kai Corp aimed to raise issues and propose approaches to achieve an eco-friendly society, helping society to achieve the Sustainable Development Goals, or SDGs, through a product that is familiar to consumers.
While eliminating body hair through shaving or other hair removal methods is the goal of depilatories, as the idea of diversification has become better-known in society, this trend is also starting to influence the depilatories category. An example of a company that is actively addressing this trend and further educating consumers is Kai Corp.
Like men’s razors and blades, depilatories is expected to show a slight increase in current value sales in 2022 and 2023, due to an increase in the number of people completing their third dose of COVID-19 vaccine and increased opportunities to go out, with fewer restrictions on lifestyles. However, in the longer term, in 2024 and beyond, depilatories is expected to experience a slight decline, due to the falling population and the well-established trend of working from home, which is expected to take root in society.
The main reason for shaving or other hair removal methods has always been to remove body hair, but in recent years facial shaving has increasingly attracted attention. There is a background that the trend is being driven by consumers who have become more conscious of taking care of their face due to the increase in online meetings.
While the primary value of personal care products that are familiar to consumers in their daily lives has traditionally been cleanliness and comfort of use, the business model of mass production and mass consumption has been vulnerable to criticism in recent years, as consumers have become more environmentally conscious. In order for brands to be selected by consumers, they need to show that they are also socially responsible, and it is important to maintain a commitment to social issues such as environmental protection and gender diversity.
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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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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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