Depilatories is still developing as a category in Uzbekistan with razors the major format used by women, usually alongside shower gel or soap as opposed to specific pre-shave products. After a slowdown in 2020, retail volume sales bounced back in 2021 with current value sales also reporting higher growth.
Hair removers and bleaches are too expensive for the vast majority of consumers in Uzbekistan although they do have a core consumer base. As purchasing power remains rather low in the country, the majority of consumers opt for the cheapest solutions, which is razors combined with shower gel or soap.
Venus, locally distributed by Synergy Distribution on behalf of Procter & Gamble, is the dominant brand in depilatories in 2021, mainly representing higher-priced products within the product area. Products released by Venus are considered innovative, with regular updates and strong advertising support via local and Russian TV channels.
Depilatories is likely to benefit from continued increasing interest in Westernised lifestyles encouraging women to add depilation to their daily routine. Urban dwellers will drive uptake of depilatories with the rural population remaining far from this habit.
Depilatories in Uzbekistan will remain largely restricted to women’s razors and blades, with only a small portion of sales made up of hair removers/bleaches and sales of pre-shave non-existent. Women’s razors and blades are perceived as a better value for money option, and easy to use by the majority of consumers in Uzbekistan.
Although direct sellers have a small proportion of retail value sales, Oriflame is making strides in hair removers and bleaches where it is already the second-leading brand by value share in 2021. Personal selling and contact is highly appreciated in Uzbekistan culture helping to supported growth of Oriflame, an international brand with a strong heritage in this field.
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This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.See All of Our Definitions
This report originates from Passport, our Depilatories research and analysis database.
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