Table of Contents
Executive Summary
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- The issues
- Category sales stagnant
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- Figure 1: Total US sales and fan chart forecast of shaving and hair removal, at current prices, 2010-20
- Millennials, Hispanics more inclined to use professional services
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- Figure 2: Use of any professional services, by Millennials and Hispanic origin, July 2015
- Private label products outgain branded products
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- Figure 3: Top three disposable razor purchase influencers, any rank, July 2015
- The opportunities
- Engage adults aged 25-44, Hispanics
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- Figure 4: Any use of select at-home shaving products, by 25-34 and 35-44 age groups and Hispanic origin, July 2015
- Focus on skin benefits and improved performance from shaving prep products
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- Figure 5: Select purchase influencers for shaving prep products, July 2015
- Highlight precision and efficiency beyond razor function
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- Figure 6: Any interest or use in select shaving products, July 2015
- What it means
The Market – What You Need to Know
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- Category continues to struggle
- Non-disposables driving growth of the category
- Category influenced by economic trends, Hispanic consumers
Market Size and Forecast
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- Historic and projected sales performance of shaving and hair removal products
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- Figure 7: Total US sales and fan chart forecast of shaving and hair removal, at current prices, 2010-20
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- Figure 8: Total US sales and forecast of shaving and hair removal products, at current prices, 2010-20
Market Breakdown
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- Non-disposable razors boost market while refill cartridges struggle
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- Figure 9: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2013 and 2015
- Figure 10: Share of total US retail sales of shaving and hair removal products, by segment, at current prices, 2015
- Consumers migrate from traditional retail channels
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- Figure 11: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2013 and 2014
Market Perspective
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- Professional services supplemented by at-home products
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- Figure 12: Product usage, among total population and those that get professional services, July 2015
- Consumers allocate dollars to other personal care segments
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- Figure 13: Personal care spending by category, 2014
- At-home devices threaten the market
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- Figure 14: Trial and interest in at-home hair removal devices, by 18-34 and Hispanic origin, July 2015
Market Factors
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- Improving economy benefits at-home and professional market
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- Figure 15: Usage of any razor, shaving prep, and hair removal products, by household income, July 2015
- Hispanic population grows
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- Figure 16: Use of select shaving products, by Hispanic origin, July 2015
- Marriage rates decline
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- Figure 17: Men’s attitudes toward facial hair and shaving, by marital status, July 2015
Key Players – What You Need to Know
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- MULO shaving and hair removal sales tick down
- Substantial engagement is crucial in the saturated market
- Products that offer more than affordability stand to gain
Manufacturer Sales of Shaving and Hair Removal Products
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- Competitive landscape, price-driven shoppers lead to stagnant growth
- P&G sees success with non-disposable product innovation
- Manufacturer sales of shaving and hair removal products
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- Figure 18: MULO sales of shaving and hair removal products, by leading companies, rolling 52-weeks 2014-2015
What’s Working?
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- Empowering campaign from Venus redefines female stereotypes
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- Figure 19: Gillette Venus #UseYourAnd video campaign, January 2015
- Subscription services gain momentum
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- Figure 20: Any use or interest in shaving subscription services, by gender and age, July 2015
- Gentle, skin nourishing shaving prep benefiting segment
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- Figure 21: MULO sales of select shaving prep products, 52-weeks ending July 12, 2015
- Private label outgains branded products
What’s Struggling?
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- Lack of engagement through marketing
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- Figure 22: Select appearance influencers, by age, July 2015
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- Figure 23: MULO Sales of Select Schick Cartridge and Cartridge Razors, rolling 52-weeks ending July 12, 2015
- Figure 24: Schick Intuition print ad, August 2015
- Numerous product launches flood a saturated shaving prep segment
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- Figure 25: Share of shaving and hair removal launches, by segment, 2015*
What’s Next?
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- Features that improve function
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- Figure 26: Interest in select razor innovations, July 2015
- Creative retailing, subscription models poised to gain
- Body-part specific tools gaining traction
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- Figure 27: MULO sales of P&G’s Gillette Body Razor, rolling 52-weeks ending July 12, 2015
- Figure 28: Any use or interest in razors for specific body areas, by female and age, July 2015
- Convenient formats could increase use of depilatories
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- Figure 29: Nair Brazilian Spa Clay and Bliss ‘Fuzz’ Off
- Figure 30: Veet Botanical Inspirations Warm Sugar Wax and Sally Hansen Ouch-Relief Stripless Hard Wax
The Consumer – What You Need to Know
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- Half of adults use disposable razors
- Shaving prep products promoting skin benefits stand to gain
- Depilatories struggle with negative perceptions
- Younger adults most engaged in hair removal category
- Shift in attitudes among younger men about facial hair
Usage and Purchase Influencers of Razors
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- Disposable razors are most popular choice among adults
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- Figure 31: Use of razors, by gender, July 2015
- Hispanics over index use of most razors
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- Figure 32: Use of razors, by Hispanic origin, July 2015
- Purchase motivators vary by razor type
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- Figure 33: Top five cartridge razor purchase influencers, any rank, July 2015
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- Figure 34: Top five disposable razor purchase influencers, any rank, July 2015
Interest in Razor Features
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- Emphasize function and dual action features
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- Figure 35: Gillette Venus Swirl Cartridge razor
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- Figure 36: Any use or interest in select razor innovations, July 2015
- Younger men seek personalized and simplified experience
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- Figure 37: Any interest or use in select shaving products, by male and age, July 2015
- Hispanic, Black consumers seek performance and quality
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- Figure 38: Any interest or use in select shaving product innovations, by race and Hispanic origin, July 2015
Usage and Purchase Influencers of Shaving Prep Products
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- Shaving cream dominates format use
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- Figure 39: Use of shave prep products, by gender, July 2015
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- Figure 40: Use of shaving prep products, by household income, July 2015
- Hispanic, White adults heavier users of shaving prep products
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- Figure 41: Shaving prep product usage, by race and Hispanic origin, July 2015
- Women seek hydrating benefits, men seek calming features
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- Figure 42: Select appearance related concerns, by gender, July 2015
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- Figure 43: Select pre and post shaving purchase influencers, by gender, July 2015
- Purchase influencers differ between pre and post shave products
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- Figure 44: Shaving prep purchase influencers, by product, July 2015
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- Figure 45: Correspondence analysis – Shaving prep purchase influencers, July 2015
Usage and Purchase Influencers of Hair Removal Products
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- Women, adults aged 25-34 more inclined to use hair removal products
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- Figure 46: Use of hair removal products, by gender and 25-34 age group, July 2015
- Hair removal users are motivated by skincare benefits
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- Figure 47: Top five hair removal cream purchase influencers, any rank, July 2015
- Millennials influenced by product reviews
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- Figure 48: Select hair removal cream purchase influencers, by Millennial Generation, July 2015
Use of Professional Services
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- Adults aged 25-34 report higher usage of professional services
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- Figure 49: Select professional services used, by gender and by 25-34 age group, July 2015
- Impact of Hispanic origin on product usage
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- Figure 50: Use of professional services, by race and Hispanic origin, July 2015
Attitudes toward Hair Removal and Appearance Influencers
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- Younger men more tolerant of facial hair
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- Figure 51: Select men’s attitudes toward facial hair, by age, July 2015
- Hispanic men invested in their appearance
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- Figure 52: Select men’s attitudes toward facial hair, by race and Hispanic origin, July 2015
- Marketing messages establishing a personal connection stand to gain
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- Figure 53: Select appearance influencers, by age, July 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 54: Total US sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2010-20
- Figure 55: Total US retail sales and forecast of refill cartridges, at current prices, 2010-20
- Figure 56: Total US retail sales and forecast of disposable razors, at current prices, 2010-20
- Figure 57: Total US retail sales and forecast of non-disposable razors, at current prices, 2010-20
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- Figure 58: Total US retail sales and forecast of shaving cream, at current prices, 2010-20
- Figure 59: Total US retail sales and forecast of depilatories, at current prices, 2010-20
- Figure 60: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2010-15
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Appendix – Key Players
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- Figure 61: MULO sales of non-disposable razors, by leading company and brands, rolling 52-weeks 2014 and 2015
- Figure 62: MULO sales of disposable razors, by leading companies and brands, rolling 52-weeks 2014 and 2015
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- Figure 63: MULO sales of refill cartridges, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Figure 64: MULO sales of shaving cream, by leading companies and brands, rolling 52-weeks 2014 and 2015
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- Figure 65: MULO sales of depilatories, by leading companies and brands, rolling 52-weeks 2014 and 2015
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Appendix – Consumer
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- Correspondence analysis methodology
- Experian Simmons analysis
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- Figure 66: Types of shaving cream used, by select demographics, October 2014-June 2015
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- Figure 67: Forms of shaving cream used, by select demographics, October 2014-June 2015
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