Depilatories in Switzerland

PRE-COVID-19 PERFORMANCE

Depilatories will continue to face major threats to growth

The growth of depilatories is being put under pressure in Switzerland due to the increasing number of consumers opting for professional hair removal services, either through electric hair removal or laser hair removal. Furthermore, the use of epilators and electric hair removers at home has increased among Swiss women.

Women’s razors and blades continues driving sales of depilatories

Many women suffer from dry and sensitive skin, and therefore prefer to use products with moisturising properties and sensitive characteristics. Within system razors, companies therefore introduced new products with hydrating effects and depilatories with additional protective ingredients.

Procter & Gamble leads, with Wilkinson Sword in second place

As one of the best-known and most-trusted manufacturers of men’s razors and shaving products, Procter & Gamble, with its Gillette brand, is also enjoying growing popularity in women’s depilatories. Frequent new product launches with enhanced technologies for a better, cleaner and gentler shave as well as matching pre-shave products specifically designed for the often more sensitive skin of women contribute to the company’s strong leading position as well as its healthy growth.

2020 AND BEYOND

COVID-19 impact

Sales of depilatories are now expected to grow by 3% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within depilatories

All depilatories products will see stronger value growth in 2020 than they recorded a year earlier given the demand for products that can be used at home due to salons being closed. Women’s razors and blades will remain the most dynamic product area in 2020, but will be closely followed by bleaches/hair removers and then pre-shave, although bleaches/hair removers and pre-shave will actually see their performances between 2019 and 2020 improve much more than razors and blades.

Recovery and opportunities

After the growth spike in 2020, all areas will record less dynamic performances over the rest of the forecast period, with razors and blades remaining the best performer, pre-shave declining from 2021 and bleaches/hair removers seeing stagnating annual sales at constant 2019 prices. After the strong performance in 2020, helped by the temporary closure of salons, depilatories will return to struggling against the competition coming from alternative methods to at-home retail depilatory products.

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