Many consumers in Taiwan only engage in hair removal during the summer months, when more of their bodies are on display. It is not customary to engage in hair removal in the country unless it is totally necessary, such as when attending an important event, as it is generally believed that the hair becomes thicker and more obvious every time it is shaved.
Women’s razors and blades was the only category in depilatories to achieve notable sales in 2018, with women’s pre-shave and hair removers/bleaches remaining negligible. Due to the general absence of body hair among Taiwanese women, it is uncommon to depilate often.
Among some consumers with a strong tendency towards personal grooming, professional laser hair removal offers the best option because it provides a better and longer lasting effect than depilatories, such as the removal of hair roots and the avoidance of black dots. Professional laser hair removal also tends to permanently remove the hair after several treatments, which is highly convenient, offering time and financial savings over the longer term.
Edgewell Personal Care retained its outright lead in depilatories in 2018. The company is present with a large range of products that are widely distributed via a number of retail channels.
Second ranking Procter & Gamble followed some distance behind Edgewell Personal Care in 2018 and was present with its systems razors brands Gillette Venus and Gillette Sensor for Women. These brands have established a regular, if not substantial, base of loyal consumers despite their higher unit prices compared to those of Edgewell’s Schick umbrella brand.
Demand for private label depilatories remained minimal at the end of the review period, as most private label options tend to take the form of disposables. In addition to the lack of popularity of depilatories in general, there is little to separate private label options from branded alternatives in terms of price.
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This industry report originates from Passport, our Beauty and Personal Care market research database.