Depilatories in Thailand

PROSPECTS

Rising interest in professional hair removal threatens growth in depilatories

As affluence spreads throughout Thai society, female consumers of all social groups are becoming more interested in professional beauty services, including professional hair removal treatments. These hair removal treatments include waxing, intense pulsing light (IPL) and YAG lasers.

The use of natural ingredients is on the rise in hair removers/bleaches

As in numerous other beauty and personal care categories, 2018 saw an increase in the availability of depilatories that have been made using all-natural ingredients. This is in response to the rising consumer interest in innovative hair removers/bleaches which offer genuine benefits, particularly those in mousse and spray formats.

Hair removers/bleaches eyes further opportunities for growth

The forecast period is set to see a slight trend away from the use of women’s razors and blades, with depilatories set to outperform women’s razors and blades over the course of the 5-year period. The main reason that female consumers are tending to replace their razors and blades with hair removers/bleaches is the strong influence of social media, which is promoting depilation without shaving as gentler, more natural and longer lasting than shaving.

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads through its diverse range of Veet hair removers/bleaches

2018 saw Reckitt Benckiser retain its leading position in depilatories and this is due to its dominant position in hair removers/bleaches, where the company’s Veet brand remains virtually synonymous with depilation. Towards the end of the review period, the company launched a new version of its Veet Wax Strips as well as the Veet Sensitive Touch Electric Trimmer, using innovation to remain one step ahead of its competitors.

Procter & Gamble remains the leading player in women’s razors and blades

Procter & Gamble was able to maintain its second leading position overall in depilatories in 2018 as its Gillette umbrella brand is the dominant name in women’s razors and blades. Gillette is available under numerous variants in both disposable and systems razors and blades, offering innovative and attractive products such as Gillette Venus, Gillette Daisy Classic and Gillette For Women Daisy Ultra Grip.

Private label sales increase due to competitive prices

Private label remains a strong presence in depilatories and this is mainly due to the desire for many consumers to achieve maximum value for money when purchasing products of daily use, including women’s razors and blades. Private label continues to hold its own despite the shift towards more sophisticated and more expensive types of depilatories, which is being inspired in part by beauty bloggers and social media influencers.

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