There was growing demand for depilatories that addressed specific health-related issues and companies were inclined to respond to this demand to drive growth. Mandy’s (Lee-Chem Labs) launched a cream hair remover designed to counteract issues related to sensitivity and hyperpigmentation.
Most brands in depilatories are costly and more affordable to higher-income groups in South Africa. Lower-income consumers in some cases opt for home-made products or economy brands that are less expensive.
There was notable growth in the number of beauty salons offering services including waxing and laser treatments to local consumers over the review period, which may threaten further potential growth of this category. In comparison to shaving creams or razors and blades, these procedures offer value to consumers given the longer-lasting results produced.
Incolabs maintained its lead of depilatories in 2018. Its position is attributed to its successful leading brand Schick, which offers a range of women’s razors and blades.
Closely following the leader Incolabs were two multinationals, Procter & Gamble (offering well-known razors brand Gillette) and Reckitt Benckiser South Africa, both of which lost value share to smaller players such as Lee-Chem Labs. The latter benefited from the new launch under its Mandy’s line (a cream hair remover designed to counteract issues related to sensitivity and hyperpigmentation).
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This industry report originates from Passport, our Beauty and Personal Care market research database.