Turkish women often prefer to use depilatory services at beauty salons, despite being a more expensive option. However, the growing number of professional women with less time to spend on depilatory care has stimulated sales of home-use systems.
Waxing remains the most preferred method of hair removal, since it is held to offer a smoother finish and require less frequent depilation. The second most commonly used hair remover is wax strips, followed by creams.
While the Turkish economy is set to improve during the forecast period, consumers remain cautious about spending on non-essential products and services, such as visits to beauty salons. Many will, therefore, continue to opt for the cheaper DIY solutions offered by depilatories.
Gillette has achieved success in the category through its domination of women’s razors and blades. The company’s products are widely available in chained retailers and do not face any serious competition in terms of razors and blades.
Multinationals operate mainly in more modern categories like women’s razors and blades, while domestic companies accounted for a higher share of value sales in hair removers/bleaches at the end of the review period. For example, the local manufacturer, Kopas Kozmetik Pazarlama, which owns the well-established and trusted Sesu brand, enjoys a price advantage over multinational competitors.
Manufacturers are expected to employ a number of strategies in order to compete in an increasingly competitive category. For example, they are set to use price promotions and free gift and prize offers to stimulate demand and increase frequency of use.
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This industry report originates from Passport, our Beauty and Personal Care market research database.