Depilatories in Malaysia

2021 DEVELOPMENTS

Sales growth for depilatories as consumers spend longer periods of time outside of the home

In 2021, the easing of COVID-19 related restrictions in the course of the year prompted consumers to look for grooming products, including hair removers/bleachers, women’s razors and blades, as they began spending more time outside and felt the need to resume or maintain a more regular grooming routine. The prolonged closure of beauty salons which offer depilation services led consumers to continue to rely on at-home alternatives for their personal grooming routines.

Brands continue to innovate in attempt to expand category and add specific value

Despite being a highly saturated product area, an increasing number of brands attempted to add value to depilatories through greater specialisation in the form of pre-shave products including shaving gel for women which concentrates on targeting sensitive skin. Leading depilatories brand Gillette from Procter & Gamble continues to be a pioneer within women’s razors and blades, which had already expanded its product portfolio with a sensitive care range called Gillette Venus Extra Sensitive with Skin Elixir towards the end of the review period.

Consolidated competitive landscape dominated by multinationals in 2021

Depilatories remained a highly consolidated category in Malaysia in 2021, with Reckitt Benckiser dominating hair removers/bleaches with its brand Veet, which continued to gain value share, and Procter & Gamble continuing to dominate women’s razors and blades with its brand Gillette, which is synonymous with this type of product in the country. In addition to retaining its overall leadership of depilatories in 2021 ahead of its closest rival, Procter & Gamble remains highly active in its advertising and promotional efforts to support new launches including its Gillette Venus Sensitive lines such as Gillette Venus Satin Care Sensitive Skin Shave Gel.

PROSPECTS AND OPPORTUNITIES

Slowed growth for depilatories over the forecast period as consumers return to beauty salons or opt for more durable solutions

Over the forecast period, depilatories is anticipated to demonstrate positive year-on-year growth. Toward the end of 2021, beauty salons which offer depilation services reopened.

Potential for alternative products to attract more affluent consumers away from the category

While less accessible to price-sensitive lower income consumers, the increasing popularity of epilators (not included under the scope of this report) for at-home usage amongst urban more affluent Malaysians, could offer competition to depilatories moving forward. Brands such as Braun Silk-épil 3 Hair Removal Epilator and the IPL Laser Hair Removal appliance which are both offered by online marketplace Lazada, reduce the need for regular depilation; some consumers may perceive these innovative appliances as an investment which will reduce their need to visit a beauty salon for similar services.

E-commerce likely to further penetrate depilatories over the forecast period with attractive prices

While health and beauty specialist retailers and grocery retailers are likely to remain the leading distribution channels for depilatories in Malaysia over the forecast period by offering both accessibility and a wide range of products to most consumers, e-commerce has the potential to further penetrate the category following its performance during the pandemic. Online sales of depilatories notably improved during the pandemic resulting in greater share gain for the channel, where it not only offered the convenience and perceived safety of home delivery but also the opportunity to find more competitive prices, with popular specialist retailers such as Guardian and Watsons regularly offering attractive discounts and promotions through their e-commerce sites.