Depilatories in Ukraine

PROSPECTS

“Technical” depilation aids threaten depilatories in the future

Depilation is increasingly becoming a routine habit for more Ukrainian women and for such purposes a number of methods are offered to Ukrainian consumers. Depilatories are favoured by many but in parallel with them there also exist technical devices, including electric epilators, trimmers and more recently laser depilation.

Products for shaving generate higher sales compared to hair removers/bleaches

A number of Ukrainian women, while fearing the use of possibly painful hair removers/bleaches or lacking experience with their use, show a preference for more traditional shaving. Women’s razors and blades generates almost the same value sales as hair removers/bleaches.

Widening assortments are beneficial for consumer demand for depilatories

New product development was not a highly characteristic feature of depilatories at the end of the review period. However, assortments were widening further and these were new brand arrivals as well as enriched formats of hair removers/bleaches.

COMPETITIVE LANDSCAPE

Depilatories is concentrated in the hands of two major multinationals

In depilatories, there is a clear dominance by two giant multinationals - Procter & Gamble Ukraine TOV and Reckitt Benckiser Household & Healthcare Ukraine TOV. The companies operate in different segments with the former preferring to focus on products for shaving (women’s pre-shave and women’s razors and blades) and the latter developing hair removers/bleaches.

Elfa Laboratory TOV - a local sample of success in depilatories

While foreign companies find it quite difficult to compete with Gillette and Veet, local manufacturer Elfa Laboratory TOV managed to create a story of success demonstrating a steady share increase over the review period to become the third biggest player in the category. The company chose hair removers/bleaches to develop (Lady Caramel is the core brand) with a thorough approach to consumers’ needs having built a wide assortment of the products in different formats and sizes as well as for different skin areas.

Files are delivered directly into your account within a few minutes of purchase.