Depilatories in Slovenia

PRE-COVID-19 Performance

Depilatories small and under-stimulated category, with little scope for innovation and strong competition

Depilatories remained a small category in Slovenia in 2019. Whilst depilation is a common practice amongst women in Slovenia, there are no culturally-specific perceptions which would influence its performance.

Professional beauty salon treatments pose strong competition to shop-bought products

A further challenge to depilatories in 2019 was the fact hair removal was becoming more accessible and affordable in beauty salons. With increased spending power seen in 2019, a greater number of consumers were able to visit salons to receive professional beauty treatments, as opposed to indulging at home with shop-bought products.

Gillette remains in the lead, despite strong mixed opinions over marketing campaign

Orbico doo continued to lead in 2019, thanks to the success of the iconic Gillette brand which is globally recognised as being synonymous with shaving products. In 2019 there was an advertising campaign which was an update on the traditional slogan of Gillette’s “The best a man can get” slogan.

2020 AND Beyond

COVID-19 impact

Sales of depilatories are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 0% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

Depilatories has been initially impacted by COVID-19 overall, as such items became less important due to social distancing measures and consumers restricting their spending to essential items only. However, it is expected sales will be boosted in line with the trend seen for consumers to create their own home spa treatments due to the closures of salons.

Recovery and opportunities

Depilatories is a small category in Slovenia and saw little scope for innovation in 2019. However, there are opportunities for players to develop new strategies in line with the trends seen following the impacts of COVID-19 in 2020.

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