Turning to social media to lift sales

Beauty brands are looking to ramp up sales and jazz up the depilatories segment with convenient delivery methods, enhanced formulas and a greater social media outreach.

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Sales of depilatories are experiencing a modest lift — up nearly 2% to $171 million for the 52 weeks ended April 19, according to IRI, but manufacturers are turning up the heat with new launches just in time for the summer season.



One such example is Church & Dwight’s Nair brand of depilatories and waxes, which just announced the extension of its Moroccan Argan Oil line of hair removal products. Among the new products is Nair Glides Away Moroccan Argan Oil, which provides a no-touch application in a convenient delivery system for bikini, arms and under arms.



The brand, which is celebrating its 75th anniversary, also has launched @NairCare on Instagram to highlight the newest complete Moroccan Argan Oil line and the latest on how to achieve silky skin just for summer. The brand also has enlisted celebrity fashion stylist Natalie Saidi who will share her expertise in creating the perfect ensemble from head to toe.



There’s also NAD’s, the Aussie hair removal company, which has been creating smooth, hair free skin for more than 22 years. The collection includes, but is not limited to, Nad’s Natural Hair Removal Gel and Nad’s Facial Eyebrow Shaper. The brand also offers its Nad’s Nose Wax for Men and Women, which is positioned as the world’s first “nose wax.”