The Polish and international media promote an idealised image of women in which there is no space for hair on the exposed parts of the body (especially the legs, underarms and bikini area). Many women aspire to achieve this image and want to look attractive both to themselves and their partners.
Ecological depilatories products based on natural ingredients are becoming more and more popular among eco and health conscious consumers. Customers generally prefer natural products that are safe for the skin, hypoallergenic and which do not irritate the skin.
The outlook for depilatories is optimistic. The desire for a young and attractive appearance and the ever-growing influence of social media and the ‘selfie’ culture is likely to continue driving demand for depilatories.
Procter & Gamble remains the clear leader in depilatories thanks to the strong position of its Gillette brand. Women’s razors and blades is still the most popular method of hair removal in Poland because of the convenience, speed and low price.
Hair removal is also gaining popularity among boys and men, which is also down to the growing influence of social media and the trend towards smooth skin both for women and men. However, men usually look for ways to achieve a comfortable and painless depilation of the chest and back.
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This industry report originates from Passport, our Beauty and Personal Care market research database.