Product innovation pushes depilatories toward growth

Depilatories continue to enjoy strong growth, thanks in large part to product innovation and new entrants to the segment.

According to data from SymphonyIRI Group, a Chicago-based market research firm, sales of depilatories rose about 13% for the 12 weeks ended Oct. 7 at total U.S. multi-outlets, which covers supermarkets, drug stores, mass-market retailers (including Walmart), military commissaries, and select club and dollar retail chains.

The shining star, according to SymphonyIRI Group sales data, is Olay, which experienced a gain of more than 680%. In the second half of 2011, Olay introduced its first system to remove unwanted facial hair. The Olay Smooth Finish Facial Hair Removal Duo is a two-step system to remove fine to medium unwanted facial hair on the upper lip and jaw line, while minimizing irritation.

According to a 2010 Olay global survey of 6,600 women, 85% of women remove facial hair occasionally, and they are as concerned about unwanted facial hair as they are about fine lines and wrinkles.

Meanwhile, Nad’s is looking to snap up some sales with its new Nose Wax for men and women. The DIY wax system is positioned as the world’s first nose wax.

The article above is part of the DSN Category Review Series. For the complete Skin Care Sell-Through Report, including extensive charts, data and more analysis, click here.