Depilatories in Japan

2021 DEVELOPMENTS

Women’s razors and blades returns to growth as consumers venture out

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.

Sustainability is making its way into women’s razors and blades

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.

Kai Corp educates consumers how to shave – but emphasises freedom to choose

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.

PROSPECTS AND OPPORTUNITIES

Longer term return to decline due to falling population and frequency of use

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.

Products tailored for facial care likely to be an area of focus

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.

Players will continue to improve their sustainability and social values

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.