Women’s razors and blades continue to support the development of the depilatories category in Saudi Arabia. Many female consumers appreciate the convenience of shaving due to their busy lifestyles involving social visits and gatherings as well as increasing participation in the paid workforce.
Key players in women’s razors and blades are continuing to extend their product ranges with the introduction of disposable razors, and on-the-go and wet and dry products, as well as products for specific skin types and body parts like bikini lines and eyebrows. The increasing number of brands in the Saudi market, as well as the launch of Nahdi’s private label, Velveta, in women’s depilatories, is further supporting the category’s growth.
The imposition of VAT from 1 January 2018 drove up prices in depilatories. However, ongoing promotional campaigns and demand for disposable razors and multipacks helped to dampen the increase in the average unit price of depilatories in the Saudi market at the end of the review period.
Veet retains the lead in depilatories in Saudi Arabia due to its extensive range of products, including waxing and hair removal creams targeting specific skin types and body areas. Moreover, Veet invested heavily in advertising at the end of the review period, promoting its products with the Lebanese actress and Miss Lebanon 2004, Nadine Nassib Njeim.
Chemists/pharmacies is the leading distribution channel in depilatories in Saudi Arabia, followed by supermarkets and hypermarkets. Consumers go to chemists/pharmacies on a regular basis to purchase medications, with health insurance companies regularly providing their members with medications for chronic conditions through chemists/pharmacies, as is the case with Bupa Arabia and the pharmacies, Nahdi and Al Dawaa.
Women who shave on a regular basis still prefer to use system razors, as they are perceived to provide a better grip and blades with more benefits than disposable razors. Furthermore, women find purchasing new system razors, which usually include one system razor and two system blades, more appealing than purchasing system refill blades, as the price difference is not significant and it allows them to try more products.
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This industry report originates from Passport, our Beauty and Personal Care market research database.