Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Category overview
- Teen girls enter the market sooner
- Baby Boomers stay in the market longer
- Professional services pose threat to DIY market
- Drug stores maintain share of market
- P&G dominates market, but Energizer Holdings sees FDMx market share growth
- Key findings from Mintel’s consumer research
- Men
- Women
- Teens
Insights and Opportunities
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- Make shaving and hair removal a destination aisle
- Tie hair removal in more closely with skin care
- Tell consumers what they might not know about hair removal
- What women want
- Don’t forget men of color
- Use humor in ads
Inspire Insights
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- Trend: Brand Review
- Trend: Girlie Men
Market Size and Forecast
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- Key points
- 2011 marks a period of growth
- Sales and forecast of shaving and hair removal products
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- Figure 1: FDMx sales and forecast of shaving and hair removal products, at current prices, 2006-16
- Figure 2: FDMX sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of shaving and hair removal products, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Quest for the fountain of youth means more shaving
- Boomers are wanting to look good for longer
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- Figure 4: Population by generation, 2011
- Teen girls entering the market sooner
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- Figure 5: Types of shaving product used by teen girls, by age, October 2009-December 2010
- The growing Hispanic population helps to grow market
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- Figure 6: Hispanic females, by age, 2006-16
- Women want a man who takes care of himself
Competitive Context
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- Professional services compete with retail products
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- Figure 7: Incidence of using professional hair removal services among women, May-June, 2011
- Permanent and alternative hair removal methods become more cost effective
Segment Performance
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- Key points
- Refill cartridges remain largest segment, while non-disposable razors fuel market growth
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- Figure 8: FDMx sales of shaving and hair removal products, by type, 2009 and 2011
Segment Performance—Refill Cartridges
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- Key point
- New product introductions drive sales growth
- Sales and forecast of refill cartridges
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- Figure 9: FDMx sales and forecast of refill cartridges, at current prices, 2006-16
Segment Performance—Disposable Razors
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- Key points
- Disposable razors continue upward trend
- Sales and forecast of disposable razors
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- Figure 10: FDMx sales and forecast of disposable razors, at current prices, 2006-16
Segment Performance—Non-disposable Razors
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- Key points
- Non-disposable razors thrive in 2010-11
- Sales and forecast of non-disposable razors
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- Figure 11: FDMx sales and forecast of non-disposable razors, at current prices, 2006-16
Segment Performance—Shaving Cream
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- Key points
- Manufacturers push shaving cream to improve shaving experience
- Sales and forecast of shaving cream
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- Figure 12: FDMx sales and forecast of shaving cream, at current prices, 2006-16
Segment Performance—Depilatories
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- Key points
- Segment unable to repeat 2009 gains
- Professional services become more convenient and inexpensive
- Sales and forecast of depilatories
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- Figure 13: FDMx sales and forecast of depilatories, at current prices, 2006-16
Retail Channels
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- Drug stores maintain share of market
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- Figure 14: FDMx sales of shaving and hair removal products, by retail channel, 2009 and 2011
Retail Channels—Drug Stores
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- Sales through drug stores expected to pick up pace
- Walgreens launches website devoted to women’s beauty solutions
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- Figure 15: FDMx drug store sales of shaving and hair removal products, at current prices, 2006-11
Retail Channels—All Other FDMx Channels
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- Market share gains by “other” channels fueled by mass merchandisers
- Supermarkets have more opportunities to interact with men directly
- Reach men through women, sampling
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- Figure 16: All other FDMx channel sales of shaving and hair removal products, at current prices, 2006-11
Leading Companies
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- P&G dominates FDMx market, but Energizer Holdings closes the gap
- Consumers look for value
- Private label offers acceptable solutions for price-sensitive
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- Figure 17: Manufacturer sales of shaving and hair removal products at FDMx, 2010 and 2011
Brand Share—Refill Cartridges
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- P&G leads the segment, but loses share
- Intro of Schick Hydro 5 leads to gain of two share points
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- Figure 18: Selected brand sales and market share of refill cartridges at FDMx, 2010 and 2011
Brand Share—Disposable Razors
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- Brands that offer value show strongest growth over review period
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- Figure 19: Selected brand sales and market share of disposable razors at FDMx, 2010 and 2011
Brand Share—Non-disposable Razors
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- Fusion ProGlide cements P&G’s position as top non-disposable razor brand
- Intro of Schick Hydro 5 leads to gain of share
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- Figure 20: Selected brand sales and market share of non-disposable razors at FDMx, 2010 and 2011
Brand Share—Shaving Cream
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- Pampering products, value-based products see most FDMx growth
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- Figure 21: Selected brand sales and market share of shaving cream at FDMx, 2010 and 2011
Brand Share—Depilatories
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- Manufacturers scramble to introduce compelling new products in only segment posting decline
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- Figure 22: Selected brand sales and market share of depilatories at FDMx, 2010 and 2011
Innovations and Innovators
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- New product introductions decline sharply from 2006-11
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- Figure 23: U.S. new product introductions in shaving and hair removal, by subcategory, 2006-11
- Products for men lead positioning claims
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- Figure 24: U.S. new shaving and hair removal product introductions, by top claims, 2006-11
- Manufacturers leverage existing brands with new varieties and range extensions
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- Figure 25: U.S. new shaving and hair removal product introductions, by launch type, 2006-11
- An upscale disposable option from BiC
Marketing Strategies
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- Online and social media garner growing share of ad dollars
- Gillette leverages social media for Fusion ProGlide
- Schick creates web-based production for Schick Hydro, and posts ads for Xtreme3 Refresh on Facebook
- VEET offers Facebook friends 28 “Beautiful” days
- Advertising review
- Schick Hydro
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- Figure 26: Schick Hydro, October 2010
- Schick Quattro for Women TrimStyle
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- Figure 27: Schick Quattro for Women TrimStyle, March 2011
- Gillette Venus
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- Figure 28: Gillette Venus featuring Jennifer Lopez, February 2011
- AquaVelva aftershave
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- Figure 29: AquaVelva aftershave, February 2011
- Gillette Fusion ProGlide
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- Figure 30: Gillette Fusion ProGlide Challenge, May 2011
- VEET Wax Strips
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- Figure 31: Veet wax strips, March 2011
Men’s Shaving and Hair Removal Product Use
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- Key points
- Nearly all men use some type of shaving and hair removal product
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- Figure 32: Types of shaving and hair removal product used by men, by age, February 2010-March 2011
- Brands of shaving cream used
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- Figure 33: Brands of shaving cream/gel used by men, by age, February 2010-March 2011
- Brands of refill cartridges for non-disposable razors used
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- Figure 34: Brands of refill cartridges for non-disposable razors used by men, by age, February 2010-March 2011
- Brands of disposable razor used
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- Figure 35: Brands of disposable razor used by men, by age, February 2010-March 2011
- Older men more likely to use ancillary shaving products
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- Figure 36: Use of selected shaving products, by age, May-June, 2011
- Aftershave a must-have for black and Hispanic men
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- Figure 37: Use of selected shaving products, by race/Hispanic origin, May-June, 2011
Men’s Facial Hair and Shaving Preferences
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- Key points
- Men clearly prefer non-disposable razors for their faces
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- Figure 38: Type of shaver used, by age, May-June, 2011
- Electric shaver use not influenced by household income
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- Figure 39: Type of shaver used, by household income, May-June, 2011
- White men much more likely than others to use non-disposable razors
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- Figure 40: Type of shaver used, by race/Hispanic origin, May-June, 2011
- Infrequent shavers prefer electric shavers
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- Figure 41: Type of shaver used, May-June, 2011
- More than half of men keep a clean shave
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- Figure 42: How men maintain facial appearance, by age, May-June, 2011
- Preference for clean shave rises with income
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- Figure 43: How men maintain facial appearance, by household income, May-June, 2011
- White and Hispanic men prefer clean shave; black men twice as likely to wear mustache and goatee
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- Figure 44: How men maintain facial appearance by race/Hispanic origin, May-June, 2011
- One in three men shave every day
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- Figure 45: Face shaving frequency, by age, May-June, 2011
- Frequency of shaving rises with household income
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- Figure 46: Face shaving frequency, by household income, May-June, 2011
- Black men are least frequent shavers
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- Figure 47: Face shaving frequency, by race/Hispanic origin, May-June, 2011
- Younger men much more likely to have eyebrows done and body waxed
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- Figure 48: Other areas of hair removal tried, by age, May-June, 2011
- White and Hispanic men complement clean shave with eyebrow grooming
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- Figure 49: Other areas of hair removal tried, by race/Hispanic origin, May-June, 2011
Women’s Shaving and Hair Removal Product Use
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- Key points
- Women’s use of hair removal products drops sharply at age 65
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- Figure 50: Use of hair removal, by age, May-June, 2011
- Incidence of use lowest among black women
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- Figure 51: Use of hair removal, by race/Hispanic origin, May-June, 2011
- Use of non-disposable razors and depilatories skews younger
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- Figure 52: Types of shaving and hair removal products used by women, by age, February 2010-March 2011
- Gillette tops disposable razor brands used
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- Figure 53: Brands of disposable razor used by women, by age, February 2010-March 2011
- Non-disposable cartridge preferences mirror FDMx sales
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- Figure 54: Brands of refill cartridges for non-disposable razors used by women, by age, February 2010-March 2011
- Skintimate is women’s favorite shave gel brand
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- Figure 55: Brands of shaving cream/gel used by women, by age, February 2010-March 2011
- Nair the hair removal favorite among older women; Sally Hansen holds sway with young women
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- Figure 56: Brands of hair removal used by women, by age, February 2010-March 2011
- Younger women more likely to be influenced by brand
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- Figure 57: Selection criteria for shaving cream/gels, by age, May-June, 2011
- Black and Hispanic women more likely to be brand loyal
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- Figure 58: Selection criteria for shaving cream/gels, by race/Hispanic origin, May-June, 2011
Women’s Use of Professional Hair Removal Services
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- Key point
- Professional services most popular among young women
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- Figure 59: Incidence of using professional hair removal services, by age, May-June, 2011
- Price of pro services is a barrier to use across income groups
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- Figure 60: Incidence of using professional hair removal services, by household income, May-June, 2011
- Hispanic women more likely to have had pro services
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- Figure 61: Incidence of using professional hair removal services, by race/Hispanic origin, May-June, 2011
Teens’ Shaving and Hair Removal Product Use
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- Key points
- Teen use of shaving products
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- Figure 62: Types of shaving product used by teens, by gender and age, October 2009-December 2010
- Brands used
- Disposable razors
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- Figure 63: Brands of disposable razors used by teens, by gender, October 2009-December 2010
- Shaving cream/gel
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- Figure 64: Brands of shaving cream/gel used by teens, by gender, October 2009-December 2010
- Refill cartridges for non-disposable razors
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- Figure 65: Brands of razor blades for non-disposable shavers used by teens, by gender, October 2009-December 2010
Custom Consumer Groups
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- Married men go for a clean shave; single men maintain facial hair
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- Figure 66: How men maintain facial appearance, by marital/relationship status, May-June, 2011
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- Figure 67: Face shaving frequency, by marital/relationship status, May-June, 2011
IRI/Builders—Key Household Purchase Measures
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- Disposable razors
- Consumer insights on key purchase measures
- Brand map
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- Figure 68: Brand map, selected brands of disposables buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 69: Key purchase measures for the top brands of disposables, by household penetration, 2010*
- Shaving cream
- Consumer insights on key purchase measures
- Brand map
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- Figure 70: Brand map, selected brands of shaving cream buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
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- Figure 71: Key purchase measures for the top brands of shaving cream, by household penetration, 2010*
Appendix—Trade Associations
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