The U.S. and European Markets for Women's Hair Removal Products
Jan 1, 1997
195 Pages - Pub ID: LA449
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  1. Executive Summary
    The Products
    • Three Product Categories
    • Figure 1-1: U.S. Women's Hair Removal Market: Estimated Retail Dollar Share by Product Category, 1996 (percent): Shaving Products, Depilatory Products, Mechanical Products

    Market Size and Growth
    • U.S. Retail Sales Near $587 Million in 1996
    • Table 1-1: The U.S. Market for Women's Hair Removal Products: Retail Sales by Category, 1992-2001 (dollars): Shaving Products, Depilatory Products, Mechanical Products
    • Shaving Products Account for Most Sales Growth
    • Depilatory Sales Rising at Decreasing Rate
    • Mechanical Products Post Respectable But Declining Growth Rate
    • U.S. Retail Sales to Reach $868 Million by 2001
    • Mass-Market Outlets Capture Most Sales
    • Market Trends: Women Are the Focus
    • First-Time Shavers Form Largest Pool of Potential New Customers
    • 70% of Women Still Shave with Only Soap and Water
    • Depilatory Product Slump Continues
    • Mechanical Products May Get a Boost

    The Marketers
    • Leaders Divided by Category
    • One Giant Leads Shaving Category
    • Two Major Players in Depilatory Category
    • Three Major Players Dominate Mechanical Category

    Distribution and Retail
    • Food Stores Lead in Shaving Product Sales
    • Depilatory Products Concentrated in Drugstores
    • Mechanical Products: Retail Outlets Vary by Segment

    The Consumer
    • Women's Hair Removal Product Purchasers
    • Demographic Profiles Vary by Product Type

    The European Market
    • Product Categories and Segments
    • Product Trends
    • Retail Sales Total $861 Million in 1996
    • Sales to Near $1.3 Billion in 2001
    • A Diverse Group of Marketers
    • Promotional Activity
    • Mass-Market Outlets Dominate Shaving, Depilatory Product Sales
    • More Women Remove Hair But Habits Differ

    Scope and Methodology
    • U.S. Market Scope
    • European Market Scope
    • U.S. Market Research Methodology
    • European Market Research Methodology

    The U.S. Market

  2. The Products
    Introduction
    • Scope of Report: Three Product Categories
    • Retail Defined
    • Focus on Women
    • Products Not Included
    • Background: Hair Characteristics
    • Electrolysis and Lasers
    • Truth in Advertising

    Shaving Products
    • Use of Shaving Products
    • Three Segments
    • Disposable Razors
    • Nondisposable Razors and Blades
    • Shaving Preparations

    Depilatory Products
    • Three Segments
    • Chemical Depilatories
    • Waxes
    • Bleaches

    Mechanical Products
    • Two Segments
    • Electric Shavers
    • Mechanical Hair Removers
  3. The Market
    • Figure 3-1: U.S. Women's Hair Removal Market: Estimated Retail Dollar Sales by Product Category, 1992-1996 (dollars): Shaving Products, Depilatory Products, Mechanical Products

    Market Size and Growth
    • Methodology for Sales Estimates
    • Retail Sales Top $586 Million in 1996
    • Table 3-1: U.S. Women's Hair Removal Market: Estimated Retail Dollar Volume, 1992-1996 (dollars and percent) Shaving Products Are Major Impetus Behind Overall Sales Growth Depilatory Products Hanging On to Second Position Mechanical Products Post Respectable But Declining Growth Rate
    • Table 3-2: U.S. Women's Hair Removal Market: Estimated Retail Dollar Sales by Product Category, 1992-1996 (dollars): Shaving Products, Depilatory Products, Mechanical Products
    • Table 3-3: Estimated U.S. Retail Dollar Sales of Women's Razors and Shaving Preparations, 1992—1996 (dollars)

    Market Composition: By Product Category
    • Shaving Products Lead in Retail Dollar Sales
    • Figure 3-2: U.S. Women's Hair Removal Market: Estimated Retail Dollar Share by Product Category, 1996 (percent): Shaving Products, Depilatory Products, Mechanical Products Shaving Products Gain in Retail Dollar Sales
    • Table 3-4: U.S. Women's Hair Removal Market: Estimated Retail Dollar Share by Product Category, 1992 vs. 1996 (percent): Shaving Products, Depilatory Products, Mechanical Products Shaving Products Account for Most Overall Sales Growth
    • Table 3-5: U.S. Women's Hair Removal Market: Estimated Retail Dollar Growth by Product Category, 1992-1996 (dollars and percent): Shaving Products, Depilatory Products, Mechanical Products

    Market Composition: By Retail Outlet
    • Mass-Market Outlets Lead in Overall Revenues
    • Food Stores Lead Overall Razor Sales
    • Drugstores Lead in Depilatory Products
    • Mass Merchandisers Lead in Electric Shaver Sales

    Market Composition: By Region
    • The South Leads in Retail Sales
    • Table 3-6: Women's Use of Hair Removal Products by Region and Product Type, 1996 (percent): Disposable Razors, Nondisposable Razor Blades, Shaving Preparations, Electric Shavers, Depilatories

    Factors Affecting Market Growth
    • Shaving Products: Women Are the Focus
    • First-Time Shavers Form Largest Pool of Potential New Customers
    • 70% of Women Still Shave with Only Soap and Water
    • In-Store Product Positioning Impacts Shaving Product Sales
    • Depilatory Products Slump Continues
    • New Players, Products, and Advertising May Give
    • Mechanical Products a Boost
    • Figure 3-3: U.S. Women's Hair Removal Market: Projected Growth in Retail Dollar Sales by Product Category, 1996-2001 (dollars): Shaving Products, Depilatory Products, Mechanical Products

    Projected Market Growth
    • Retail Sales to Reach $868 Million by 2001
    • Table 3-7: U.S. Women's Hair Removal Market: Projected Growth in Retail Dollar Sales by Product Category, 1996-2001 (dollars): Shaving Products, Mechanical Products, Depilatory Products
    • Highest Growth Expected for Shaving Products
    • Table 3-8: Projected Growth of Women's Razors and Shaving Preparations, 1996-2001 (dollars)
    • Mechanical Products Expected to Surpass Depilatory Products
  4. The Marketers
    The Marketers
    • Many Marketers, No Clear Overall Leader
    • Shaving Products: One Giant and Three Second-Echelon Players
    • Depilatory Products: One Leader, Two Major Players
    • Mechanical Products: Three Major Players
    • Table 4-1: Marketers and Brands: Women's Hair Removal Products (44 marketers and 101 products)

    Marketer and Brand Share: Shaving Products
    • Total Shaving Product Market: Gillette Is Undisputed King
    • Table 4-2: Marketer Share of Sales of Total Shaving Products (percent): Gillette, Warner-Lambert, S.C. Johnson & Son, Bic Corporation, Colgate-Palmolive, American Safety Razor, Pfizer, Private Label, Other Shaving Product Marketing Giants Also Dominate Competitive Women's Shaving Market
    • Table 4-3: Estimated Marketer Share of Sales of Women's Shaving Products (percent): Gillette, Warner-Lambert, S.C. Johnson & Son, Bic Corporation, American Safety Razor, Pfizer, Other Gillette's Sensor for Women Dominates Razor Category
    • Table 4-4: Marketer Retail Dollar Sales of Women's Razors, 1995 vs. 1996 (dollars): Gillette, Warner-Lambert, Bic Corporation, American Safety Razor
    • Skintimate Gives S.C. Johnson & Son the Edge in Women's
    • Shaving Preparations
    • Table 4-5: Marketer Retail Dollar Sales of Women's Shaving Preparations, 1995 vs. 1996 (dollars): S.C. Johnson & Son, Gillette, Pfizer

    Marketer and Brand Share: Depilatory Products
    • Carter-Wallace Leads by Narrow Margin
    • Table 4-6: Marketer Share of Sales of Depilatory Products (percent): Carter-Wallace, Del Laboratories, Carson Products, Whitehall Laboratories, Inverness, Lee Pharmaceuticals, Ardell International, Medtech Labs, CCA Industries, Tussy Cosmetics, Other
    • Nair Brand Is Top Depilatory
    • Table 4-7: Marketer Retail Dollar Sales of Depilatories, 1995 vs. 1996 (dollars): Carter-Wallace, Del Laboratories, Carson Products, Whitehall Laboratories, Lee Pharmaceuticals, Ardell International, Inverness, Tussy Cosmetics, CCA Industries

    Marketer and Brand Share: Mechanical Products
    • Data Are Limited
    • Remington Holding on to Number-One Spot
    • Conair and Wahl Clipper Hoping to Carve Market Niche

    Competitive Focus: Shaving Products
    • Gillette Is Strong Industry Leader
    • Gillette's 1992 Launch of Sensor for Women Galvanizes Women's
    • Razor Category
    • Warner-Lambert Introduces Schick Silk Effects
    • Gillette Launches SensorExcel for Women
    • S.C. Johnson & Son Spearheaded Women's Shaving Preparation
    • Market with Soft Sense
    • Gillette Hopes to Piggyback off Success of Sensor with Satin Care
    • Pfizer Tries to Gain Foothold with Barbasol Pure Silk

    Competitive Focus: Depilatory Products
    • Carter-Wallace's Nair Products Maintain Stronghold
    • Neet Faces Competition from Del's Sally Hansen
    • Depilatory Products Face Potential Competition from ThermoLase's
    • and Palomar's Laser Technologies

    Competitive Focus: Mechanical Products
    • Panasonic Changes Way Women Use Electric Shavers
    • Remington Takes Control of Electric Shaver Segment
    • Panasonic and Norelco Provide Strong Competition
    • Conair Leverages Brand Recognition
    • Wahl Hopes to Gain Market Share
    • Painful Memories of Epilady Influence Perceptions of Mechanical
    • Hair Removers
    • Norelco Reintroduces Mechanical Hair Removers
    • Braun Offers Silk-épil

    Competitive Profile: The Gillette Company
    • Corporate Overview
    • The Sensor for Women
    • SensorExcel for Women: "Feel the Change."
    • Gillette Remains Aggressive with Satin Care and Custom Pivot Plus
    • An Advertising and Promotions Push

    Competitive Profile: Warner-Lambert
    • Corporate Overview
    • Schick Silk Effects
    • Promotional Tie-Ins

    Competitive Profile: S.C. Johnson & Son, Inc.
    • Corporate Overview
    • S.C. Johnson Gives Women a Choice in Shaving Preparations
    • Skintimate Stays on Top
    • "Still Shaving Like A Man?"

    Competitive Profile: Pfizer
    • Corporate Overview
    • Pure Silk

    Competitive Profile: Carter-Wallace, Inc.
    • Corporate Overview
    • Nair

    Competitive Profile: Del Laboratories, Inc.
  5. (Sally Hansen Division)
    • Corporate Overview
    • Sally Hansen Depilatories

    Competitive Profile: Remington Products Corp.
    • Corporate Overview
    • Women's Shavers

    Competitive Profile: Matsushita Electric Industrial Co. Ltd.,
  6. (Panasonic Co.)
    • Corporate Overview
    • Women's Shavers

    Competitive Profile: Philips Electronics NV (Norelco)
    • Corporate Overview
    • Women's Shavers
    • Going Not Smooth for Satinelle

    Marketing and New Product Trends
    • Turning the Focus to Women
    • Disposable and Nondisposable Razors Redesigned
    • Shaving Preparations That Moisturize
    • New Ingredients for Depilatory Products
    • Electric Shavers in the Shower
    • New Product Introductions
    • Table 4-8: Selected Line Extensions: U.S. Women's Hair Removal Market, 1995-August 1996 (10 marketers and 23 products)

    Packaging Trends
    • Feminine Colors and Bold Graphics
    • Product Packaging

    Consumer Advertising Expenditures
    • Figures Based on CMR Tracking
    • Women's Hair Removal Product Advertising Tops $34 Million
    • Shaving Products Drive Advertising Expenditures
    • Warner-Lambert Tops Gillette in Advertising Expenditures
    • for Shaving Products
    • Gillette Plans to Spend $25 Million to Launch SensorExcel
    • for Women,
    • Media Trends: Television Is Shaving Products' Dominant Medium
    • Panasonic's Smooth Operator on Top in
    • Mechanical Product Advertising Expenditures
    • Media Trends: Magazines Used for Mechanical Products
    • Depilatory Product Advertising Sparked by Carter-Wallace
    • Media Trends: Magazines Prevail

    Consumer Advertising Positioning
    • Gillette: "Shaving Is About to Change. You Can Feel It."
    • Skintimate Positioned on Female-Specific Appeal
    • Shaving: Safety Is the Priority
    • Cross-Promoting Products
    • Electric Shavers: Name Recognition and Value
    • Depilatory Products: Smooth and Simple
    • Examples of Advertising

    Consumer Promotions
    • Samples and Couponing
    • Free Gifts and Limited Offerings

    Trade Promotions and Advertising
    • Trade Advertising: Hard Copy
  7. Distribution And Retail
    Distribution Channels
    • Three Distribution Channels

    At the Retail Level: Shaving Products
    • Limitations on Information for Women's Shaving Products
    • Food Stores Hold on to Lead
    • Mass Merchandisers Follow
    • Drugstores Are Third
    • Demand for Women's Products Draws Attention from Retailers
    • Relocating the Women's Section
    • Purchases Are Either Planned or Spur-of-the-Moment
    • Pricing of Shaving Products
    • Private Label
    • Retail Advertising and Promotions

    At the Retail Level: Depilatory Products
    • Drugstores Generate Over 60% of Sales
    • Merchandising and Display
    • Retail Advertising and Promotions

    At the Retail Level: Mechanical Products
    • Mass Merchandisers Capture 60% of Electric Shaver Sales
    • Merchandising and Display
    • Pricing and Promotions
    • Alternative Channels Utilized for Mechanical Hair Removers
  8. The Consumer
    Introduction
    • The Simmons Consumer Survey

    Consumer Use: Shaving Products
    • Three-Fifths of Women Use Disposable Razors
    • Less Than One-Tenth Are Heavy Users
    • Use of Disposable Razors Linked to Age, Income, and Children
    • Heavy Users Show Distinct Characteristics
    • Table 6-1: Demographic Characteristics Favoring Use of Disposable Razors by U.S. Adult Females: All Users vs. Heavy Users, 1996 Resisters Found in African-Americans and Older Women
    • Disposable Bic Is Favorite Razor
    • Table 6-2: Use of Disposable Razors by Brand (percent and number): Bic, Gillette, Gillette Daisy, Schick
    • Demographic Profiles Vary by Brand
    • Table 6-3a: Demographic Characteristics Favoring Purchase of Disposable Razors by U.S. Adult Females: By Brand (Bic, Gillette)
    • Table 6-3b: Demographic Characteristics Favoring Purchase of Disposable Razors by U.S. Adult Females: By Brand (Gillette Daisy, Schick)
    • 47% of Women Use Razor Blades for Nondisposable Razors
    • Women Primarily Shave Between One and Three Times with a
    • Razor Blade in a Seven-Day Period
    • Use of Razor Blades Linked to Age, Employment, and Income
    • Daily Users and All Users Present Similar Profiles
    • Table 6-4: Demographic Characteristics Favoring Use of Razor Blades by U.S. Adult Females: All Users vs. Daily Users, 1996 Resisters Found in Older Women and Women Living Alone Gillette Blade Is Favorite; Cartridge Most Popular Type
    • Table 6-5: Use of Razor Blades by Brand (number and percent): Gillette Blades, Gillette Cartridge, Schick Blade, Schick Cartridge, Personna Blade, Wilkinson Blade
    • Table 6-6: Use of Razor Blades by Type (number and percent): Cartridge, Double-Edge, Single-Edge, Injector
    • User Profiles Similar for Cartridge and Double-Edge Use
    • Table 6-7a: Demographic Characteristics Favoring Purchase of Razor Blades by U.S. Adult Females: By Type (Cartridge, Double-Edge)
    • Table 6-7b: Demographic Characteristics Favoring Purchase of Razor Blades by U.S. Adult Females: By Type (Single-Edge, Injector)
    • Resisters to Razor Blade Usage
    • Gillette and Schick Attract Different Segments of Razor Blade Users
    • Table 6-8a: Demographic Characteristics Favoring Use of Razor Blades by U.S. Adult Females: By Brand (Gillette Blade, Gillette Cartridge, Schick Blade)
    • Table 6-8b: Demographic Characteristics Favoring Use of Razor Blades by U.S. Adult Females: By Brand (Schick Cartridge, Personna Blade, Wilkinson Blade)
    • 33% of Women Use Shaving Preparations
    • 5% Are Heavy Users of Shaving Preparations
    • Use of Shaving Preparations Linked to Age and Family
    • Heavy Use Linked to Locality, Region, and Household
    • Table 6-9: Demographic Characteristics Favoring Use of Shaving Preparations by U.S. Adult females:
    • All Users vs. Heavy Users, 1996
    • Resisters to General and Heavy Use
    • Gillette Is Number One in Shaving Preparations
    • Table 6-10: Use of Shaving Preparations by Brand (number and percent): Gillette, Barbasol, Colgate, Noxzema) Demographic Profiles Vary by Brand
    • Table 6-11a: Demographic Characteristics Favoring Purchase of Shaving Preparations by U.S. Adult Females: By Brand (Gillette, Barbasol)
    • Table 6-11b: Demographic Characteristics Favoring Purchase of Shaving Preparations by U.S. Adult Females: By Brand (Colgate, Noxzema)

    Consumer Use: Depilatory Products
    • Less Than One-Fifth of Women Use Depilatories
    • Heavy Users Make Up Smallest Group
    • Users of Depilatories Distinguished by Race and Age
    • Table 6-12: Demographic Characteristics Favoring Use of Depilatories by U.S. Adult Females: All Users vs. Heavy Users, 1996
    • Resisters to Depilatory Use Not Common
    • Nair Is Favorite Depilatory
    • Table 6-13: Use of Depilatories by Brand (number and percent): Nair, Neet, Bikini Bare, Epilady, One Touch, Bain de Soleil, Inverness, Other Brands
    • User Profiles Vary by Brand
    • Table 6-14a: Demographic Characteristics Favoring Use of Depilatory Products by U.S. Adult Females: By Brand (Nair, Neet, Bikini Bare)
    • Table 6-14b: Demographic Characteristics Favoring Use of Depilatory Products by U.S. Adult Females: By Brand (Epilady, One Touch)
    • Table 6-14c: Demographic Characteristics Favoring Use of Depilatory Products by U.S. Adult Females: By Brand (Bain de Soleil, Inverness)

    Consumer Use: Mechanical Products
    • Less Than One-Sixth of Women Use Electric Shavers
    • Heavy Users Account for Less Than One-Third of Use
    • User Profile Includes Older, Married Women
    • Heavy Users Show Similar Profile
    • Table 6-15: Demographic Characteristics Favoring Use of Electric Shavers by U.S. Adult Females: All Users vs. Heavy Users, 1996 Resisters Found in Young and Unmarried Women Who Live Alone Rotary Shavers Are Preferred Type
    • Electric Shaver Profiles Vary by Blade Type
    • Table 6-16: Demographic Characteristics Favoring Use of Electric Razors by U.S. Adult Females: By Type (Rotary, Foil)
    • Resisters to Electric Shaver Use Differ by Type

    The european market

  9. The Products
    Market Definition
    • Western Europe and Some Eastern European Countries Covered
    • Three Product Categories
    • Shaving Products
    • Depilatory Products
    • Mechanical Products
    • Electrolysis and Lasers
  10. The Market
    • Figure 8-1: The European Market for Women's Hair Removal Products by Category, 1991-1996 (U.S. dollars): Shaving Products, Depilatory Products, Mechanical Products

    Introduction
    • Scope of Market Data
    • Methodology and Sources for Sales Estimates
    • Market Figures in United States Dollars
    • Table 8-1: Exchange Rates to the U.S. Dollar, January 8, 1996 (Currency): 13 countries

    Regulatory Issues
    • The EU Cosmetics Directive
    • Product Packaging and Labeling in Europe
    • Product Dossiers: A New EU Requirement
    • Table 8-2: The European Cosmetics Directive (original, 76/768/EEC vs. revised, 93/35/EEC)

    Market Size and Growth
    • Retail Sales Total $861 Million in 1996
    • Table 8-3: The European Market for Women's Hair Removal Products, 1991-1996 (U.S. dollars): Shaving, Depilatory, Mechanical
    • Shaving Products Drive the Market
    • Depilatory Product Growth Subsides
    • Mechanical Product Growth Modest But Steady

    Market Composition
    • Sales by Product Type: Shaving Products Constitute
    • Over 55% of Sales
    • Table 8-4: Share of European Market for Women's Hair Removal Products by Category, 1991 vs. 1996 (percent): Shaving Products, Depilatory Products, Mechanical Products
    • Reusable Razors Dominate Shaving Products
    • Chemical Is Largest Depilatory Segment
    • Sales by Country
    • Figure 8-2: Share of European Market for Depilatory Products by Country, 1996 (percent): France, Germany, Italy, United Kingdom, Others
    • Sales by Retail Outlet: Mass-Market Outlets Dominate Shaving,
    • Depilatory Product Sales
    • Share of Mass-Market Outlets Varies by Country

    Factors Affecting Market Growth
    • Body Beautiful Culture Strengthens
    • New Products Drive the Market
    • Female-Specific Brands Drive Shaving Category
    • Disposables Targeted to First-Time Shavers
    • Shaving Preparations Are Newer Niche
    • New Depilatory Products: More Feminine than Before
    • New Mechanical Products: Technical Innovations Continue

    Market Projections
    • Sales Will Top $1 Billion in 1998
    • Table 8-5: The Projected European Market for Women's Hair Removal Products, 1996-2001 (U.S. dollars): Shaving Products, Depilatory Products, Mechanical Products
    • Shaving Products Expected to Increase Lead
    • Figure 8-3: Share of European Market for Women's Hair Removal Products by category, 2001 (percent): Shaving Products, Depilatory Products, Mechanical Products
  11. The Marketers
    The Marketers
    • A Diverse Group
    • Companies Focus on Specific Categories

    Marketer and Brand Shares
    • Gillette Is Leader of Shaving Products Category
    • Depilatory Product Sales Dominated by Reckitt & Colman
    • Philips and Braun Lead Mechanical Products

    The Competitive Situation
    • The Gillette Company
    • Warner-Lambert
    • Reckitt & Colman
    • Schwarzkopf
    • New Product Trends: Gillette Leads the Way in Shaving Products
    • Depilatory Products: Reckitt & Colman Extends Immac
    • and Veet Lines
    • Mechanical Products: Philips Launches New Wet/Dry Razor
    • Smaller Companies Also Active on Depilatory Front
    • Lines Extended to Include Ancillary Products
    • Advertising and Promotion
    • Myrurgia Acquires Daen
  12. The Consumer
    Demographic Issues
    • More Women Removing Hair
    • Legs Most Preferred Depilation Area
    • Shaving Most Popular Hair Removal Method; More Women
    • Seek Female-Specific Products
    • Criteria for Selection of Hair Removal Method
    • Hair Removal Culture Differs in Europe

    Appendix I: Examples Of Consumer And Trade Advertising And Promotions
    Appendix II: ADDRESSES Of Selected Marketers
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