Depilatories in Vietnam

PROSPECTS

Interest in hair removers increases gradually, which stimulates demand for depilatories

Towards the end of review period, Vietnamese consumers became more concerned about their appearance and beauty. In 2018, they took greater care of their overall appearance, and thus were more receptive to the benefits of using hair removers.

Women’s razors and blades receive more attention

In 2018, more and more Vietnamese females took greater interest in their appearance. With rising influence of Western culture, women’s razors and blades received more attention from both players and consumers.

Strong growth anticipated over the forecast period

Over the forecast period, demand for depilatories is predicted to keep growing gradually as female consumers pay more attention to improving their appearance. Together with stronger development of social networks, more consumers will become aware of the products’ benefits and willing to spend on them in the future.

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead depilatories

In 2018, Reckitt Benckiser Group maintained its leadership in depilatories thanks to its wide range of high-quality products. Although Reckitt Benckiser’s products tend to be more expensive than that of other brands, consumers are willing to pay a higher price in exchange for product quality and safety.

International brands dominate in depilatories

In 2018, famous international brands in Vietnam such as Reckitt Benckiser’s Veep, Oral-B’s Gillette and Procter & Gamble’s Velvinette continued to hold the leading shares within depilatories due to their product quality, wide distribution and reliable brand names in Vietnam. Meanwhile, the presence of domestic players continued to be limited.

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