A marked loss of variety of hair removers and women’s pre-shave and shortages of women’s razors and blades that have become chronic continued to characterise this category in 2017. The availability of depilatories was adversely affected by rationalisation of portfolios carried out by major players due to the high price of foreign currency, needed to bring packaging, intermediate inputs and final products into the country.
Venezuelan women are traditional in the use of depilatories, with more advanced at-home hair removal devices/technologies having a minimal presence. Over the review period, specialist centres in permanent hair removal with laser technology emerged but most Venezuelans consider them to be very expensive and a luxury.
Venezuelan women use razors as part of their grooming routines. In general, they consider it a basic beauty rule to be hairless across all areas of the body and face.
Two international companies, Procter & Gamble de Venezuela (Gillette) and Reckitt Benckiser Venezuela (Veet), lead this category in Venezuela due to the relative importance of razors and blades and hair removers within total volume sales. Gillette’s presence is very erratic and uneven, with greater chances of surfacing in areas of states closer to the border with Colombia and Brazil, since imports are brought in by independent stores.
The only private label in depilatories is Farmatodo, the largest drugstore/parapharmacy chain in Venezuela. The portfolio of Farmatodo in depilatories is limited to pre-shave products specifically aimed at women; they contain aloe vera and chamomile and offer a variant for sensitive skin.
Women's razors and blades and hair removers are expected to outperform women’s pre-shave because of their durability and lower relative price. Under the adverse economic environment in Venezuela it is very unlikely that pre-shave products will take hold in the priorities of female consumers and companies will not be able to reverse the negative sales trend affecting the overall category that began in 2010.
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This industry report originates from Passport, our Beauty and Personal Care market research database.