Shaving and Hair Removal - US - May 2021

OVERVIEW
What you need to know
Key issues covered in this Report
Definition
Market context
Economic and other assumptions
COVID-19: US context
EXECUTIVE SUMMARY 
Top takeaways 
Market overview 
Figure 1: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
Opportunities and challenges  
Offer at-home products that serve as a complement for professional services 
Figure 2: Usage of select professional hair removal services, January 2020 and January 2021
Renovate the hair removal experience  
Communicate a stronger beauty positioning to reach women
Offer a higher level of personalization 
Utilize social media and partner with influencers that align with brand values
Increase loyalty by expanding product offerings
Figure 3: Select shopping behaviors, January 2021
THE MARKET – KEY TAKEAWAYS
Shaving and hair removal market takes a short-term hit due to COVID-19 
Nearly all segments see declining sales; electric razors are having a moment 
People are taking an even more relaxed approach to hair removal routines
MARKET SIZE AND FORECAST
Shaving and hair removal market takes a short-term hit due to COVID-19
Figure 4: Total US sales and fan chart forecast of shaving and hair removal products market, at current prices, 2015-25
Figure 5: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2015-25
Impact of COVID-19 on shaving and hair removal 
Figure 6: Short-, medium- and long-term impact of COVID-19 on shaving and hair removal, May 2021
SEGMENT PERFORMANCE
Nearly all segments see declining sales, particularly disposables 
Figure 7: Total US retail sales and forecast of shaving and hair removal products, by segment, at current prices, 2015-25
Electric razors and trimmers are having a moment
Figure 8: Estimated multi-outlet sales of electric razors, 2015-2020 (est)
MARKET FACTORS 
People are taking an even more relaxed approach to hair removal routines 
Figure 9: Usage frequency, January 2020 and January 2021
COMPANIES AND BRANDS – KEY TAKEAWAYS 
Smaller players continue to steal market share from leading companies 
Expand offerings and elevate experiences; destigmatize “pubic”; focus on values
Identify alternative benefits; be an asset to eyebrows; utilize social media 
MARKET SHARE
Smaller players continue to steal market share from leading companies 
Sales of shaving and hair removal products by company 
Figure 10: Multi-outlet sales of shaving and hair removal, by leading companies, rolling 52 weeks 2020 and 2021
COMPETITIVE STRATEGIES
Expand product offerings to boost engagement
Figure 11: Instagram posts from Harry’s, March 2020 and February 2021
Figure 12: Instagram posts from Billie, July 2020
Cater to both bearded and clean-shaven men
Figure 13: Instagram posts from Gillette and Cremo, June 2020, May 2020 and July 2020
Elevate the hair removal experience  
Who says hair removal routines can’t be fun?
Figure 14: Waksé’s Hard Wax Pops, January 2021
Figure 15: Van Der Hagen’s Cooling Shave Gel and Self Heating Shave Cream, April 2021 and March 2021
Bring self-care themes into shaving and hair removal routines 
Figure 16: Instagram post from Marram Co, July 2018
Figure 17: Instagram posts from Skintimate, April 2020 and March 2021
Gillette Venus aims to empower and destigmatize pubic hair removal 
Figure 18: Instagram post from Gillette Venus, March 2021
Be the brand people are proud to buy from 
Figure 19: Instagram post about Schick Xtreme’s shave the day game, August 2020
MARKET OPPORTUNITIES
Identify alternative benefits of body hair removal
Figure 20: Motivations for body hair removal, January 2021
Figure 21: Blog post from Dollar Shave Club
Figure 22: Instagram posts about Gillette’s Venus Radiant Skin razor, March and April 2021
Design products for men’s body hair needs 
Figure 23: Body hair removal with at-home products, by select areas, by age and gender, January 2021
Figure 24: Instagram post from James Haskell, September 2019
Figure 25: select reasons for body hair removal, by age and gender, January 2021
Be an asset for eyebrow maintenance
Figure 26: Instagram posts from Tweezerman, April 2020 and February 2021
Utilize social media and find influencers that align with brand values
Figure 27: Instagram post from Dove, May 2021
TikTok is a must for brands trying to reach Gen Z
Figure 28: Instagram posts from Flamingo, April 2021
THE CONSUMER – KEY TAKEAWAYS  
Growth of professional services suggests challenges for at-home market 
Relaxed grooming routines drive down razor usage 
Innovation is needed in the shaving and hair removal product space
Shift communication strategies to look beyond the functional nature of hair removal
Increase loyalty by expanding product offerings
Interest in innovation outweighs trial; offer a higher level of personalization
AT-HOME HAIR REMOVAL VS PROFESSIONAL HAIR REMOVAL SERVICES
At-home hair removal dominates but relaxed approach is driving sluggish sales 
Figure 29: Hair removal area, by location, January 2021
More inclusivity is needed in the hair removal space 
Figure 30: Professional hair removal – select areas, by race and Hispanic origin, January 2021
Figure 31: Instagram posts about Harry’s and Flamingo’s plan to be more inclusive
Capitalize on the uptick of people taking a DIY approach
Figure 32: Usage of professional waxing and beard/facial hair grooming services, January 2020 and January 2021
Figure 33: Instagram post from Waksē, May 2020
Figure 34: Instagram posts from Parissa, March 2021 and April 2021
Increased usage of premium services presents challenges and opportunities
Figure 35: Usage of select professional hair removal services, January 2020 and January 2021
Figure 36: Instagram post about Kenzzzi’s laser hair removal product
Figure 37: Gone Girl Soothing Gel
Some adults aged 18-44 are willing to invest in pricey hair removal services 
Figure 38: Types of professional hair removal services, by age, January 2021
USAGE OF RAZORS
Relaxed grooming routines drive down razor usage 
Figure 39: Usage of razors, any razor (net), January 2020 and January 2021
Expand product options to better reach men; address “pink tax”
Figure 40: Multi-outlet sales of King C Gillette non-disposable razors, rolling 52 weeks 2021
Figure 41: Usage of razors, by gender, January 2021
Figure 42: Instagram posts from Billie and Flamingo, December 2017 and April 2019
Capture young adults’ attention with sustainable yet affordable razors
Figure 43: Schick Xtreme3 Eco-Glide razor, March and April 2021
Figure 44: Usage of select razors, by age, January 2021
Offer razors designed for Black adults’ specific grooming needs
Figure 45: Usage of razors, by race and Hispanic origin, January 2021
USAGE OF SHAVING AND HAIR REMOVAL PRODUCTS
Innovation is needed in shaving and hair removal product space
Figure 46: Usage of shaving and hair removal products, January 2020 and January 2021
Incorporate ingredients making inroads in skincare
Figure 47: Olay bodycare products
Figure 48: Instagram post about Neutrogena’s HydroBoost shampoo, March 2021
Tap into self-care themes to boost women’s usage of shaving products 
Figure 49: Instagram posts about Skintimate’s Good Vibes campaign, May 2021
Figure 50: Usage of select shaving and hair removal products, by gender, January 2021
Adults aged 18-44 use more than just the essentials 
Figure 51: Usage of select shaving and hair removal products, by age, January 2021
ATTITUDES AND BEHAVIORS TOWARD SHAVING AND HAIR REMOVAL
Shift communication strategies to look beyond functional nature of hair removal
Figure 52: Attitudes and behaviors toward shaving and hair removal, January 2021
Be more than just a shaving and hair removal solution 
Leverage a stronger beauty positioning to reach women
Figure 53: Select attitudes and behaviors toward shaving and hair removal, by gender, January 2021
Build connections through authentic content
Capture attention with multisensory products
Figure 54: Instagram post from Waksé, January 2021
Figure 55: Select attitudes and behaviors toward shaving and hair removal, by age, January 2021
SHOPPING BEHAVIORS
Increase loyalty by expanding product offerings
Figure 56: Shopping behaviors, January 2021
The value gap between private label and name brands continues to close
Figure 57: Store brand products work just as well as name brand products, January 2021
Figure 58: Flamingo Desert Rose & Silver Razor Kit and CVS Pharmacy Beauty 360 Blissfully Smooth Razor
Take notes from DTC brands on building loyalty
Figure 59: Select shopping behaviors, January 2021
Eco-ethical is top-of-mind for young adults, but affordability is still key   
Figure 60: Select shopping behaviors, by age, January 2021
INTEREST IN PRODUCT INNOVATIONS
Interest in innovation outweighs trial
Figure 61: Interest in select product innovations, January 2021
Offer a higher level of personalization 
Figure 62: Interest in products designed for specific skin and hair types, January 2021
Cater to both women who remove body hair and those who embrace it 
Figure 63: Interest in select product innovations, any interest (net), by gender, January 2021
Figure 64: Instagram post about Flamingo’s Bush 2020 campaign
Balance eco-friendly with convenience 
Figure 65: Interest in select product innovations, any interest (net), by age, January 2021
Figure 66: Instagram post from Planet KIND from Gillette, April 2021
Figure 67: Kai Group’s Paper Razor
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
Figure 68: Total US retail sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2015-25
Figure 69: Average household spending on shaving and hair removal products, 2015-20
Figure 70: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2018 and 2020
Figure 71: Total US retail sales and forecast of refill cartridges, at current prices, 2015-25
Figure 72: Total US retail sales and forecast of disposable razors, at current prices, 2015-25
Figure 73: Total US retail sales and forecast of non-disposable razors, at current prices, 2015-25
Figure 74: Total US retail sales and forecast of shaving cream, at current prices, 2015-25
Figure 75: Total US retail sales and forecast of depilatories, at current prices, 2015-25
APPENDIX – RETAIL CHANNELS
Figure 76: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2015-20
Figure 77: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2018 and 2020
APPENDIX – KEY PLAYERS
Figure 78: Multi-outlet sales of refill cartridges, by leading companies and brands, rolling 52 weeks 2020 and 2021
Figure 79: Multi-outlet sales of disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
Figure 80: Multi-outlet sales of non-disposable razors, by leading companies and brands, rolling 52 weeks 2020 and 2021
Figure 81: Multi-outlet sales of shaving cream, by leading companies and brands, rolling 52 weeks 2020 and 2021
Figure 82: Multi-outlet sales of depilatories, by leading companies and brands, rolling 52 weeks 2020 and 2021
Figure 83: Multi-outlet sales of electric razors, by leading companies and brands, rolling 52 weeks 2020 and 2021