Sporting a lumberjack-style beard has been popular among Canadian men, but young men and businessmen are increasingly inclined towards a shorter, lighter beard with more shape. Thus, they seek to create a stronger cheek line with razors.
Gone are the days when women had to spend a long time removing their make-up after a hard day at work. For most working women, electric facial cleansers have become a must-have, as they want their make-up removed and their face cleansed and massaged in a minute.
As a mature category, sales of hair care appliances are driven by rising standards of living and the growing population of working women, who want to look good in the corporate and social spheres. The exorbitant rates charged by hair and beauty salons and the need to save time in their hectic schedules continued to support the growth in sales of hair care appliances among men and women in 2018.
Social media addiction and the need to be in the limelight, coupled with increased disposable incomes and rising living standards, support sales of electric toothbrush units, especially for Procter & Gamble. Thus, the company’s premium-priced Braun Oral-B continues to dominate the category.
The ongoing social media revolution has highly impacted personal care appliances. Players that want to tap into millennials must tailor their marketing towards social media platforms.
E-commerce is becoming the main conversation of every retail channel, as internet retailing grows apace. Canadians are known for spending a lot of time on the internet in search of product details before making a purchasing decision.
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This industry report originates from Passport, our Consumer Appliances market research database.