The outlook for personal care appliances is unfavourable and negative growth is expected in the category over the forecast period. This is mainly due to low consumer confidence, which in turn is the result of the long and arduous presidential campaign and the ongoing devaluation of the Mexican peso, which is partially because of lingering trade disputes with the US.
Personal care appliances faces strong competition from other types of products and services. Recently, a new trend has emerged of “old school salons” that are dedicated to men’s hairdressing and barbering and it is becoming far more common for Mexican men to have their hair, beards and moustaches professionally trimmed and styled.
2018 saw electric facial cleansers remain the highest growth category in personal care appliances, registering double-digit volume and current value growth over the course of the year. The most important brands in the category are Clarisonic and Clinique and the electric facial cleansers of these brands can be found on sale in department stores such as Liverpool and Palacio de Hierro as well as beauty specialist retailers.
Corporación Milenium maintained its position as the most important player in personal care appliances in 2018, well ahead of its closest rival Helen of Troy. Corporación Milenium’s most important brands in the category include hair care appliances brand BaByliss and the leading brand Conair, which is present in hair care appliances and other personal care appliances.
Hypermarkets remains the most important retail distribution channel for sales of personal care appliances, followed quite closely by discounters. It is important however to note that there are significant differences between each category of personal care appliances.
Dyson recently introduced its new model of hair dryer named the Dyson Supersonic and this launch represents a major step forward in hair dryer technology. While a normal hair dryer draws its air from the back of the appliance, the Dyson Supersonic draws its air through the middle of its thick cylinder and then expels it through openings located in the upper part of the appliances.
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This industry report originates from Passport, our Consumer Appliances market research database.