According to a new report from the NPD Group, more women’s grooming appliances, like electric shavers and many other in-home personal grooming and hair removal devices, have sold over the past 12 months than in the previous two years.
“Inundated with promises of being hair-free by way of a plethora of products and services on the market today, women are compelled to seek smooth skin,” says Debra Mednick, executive director and home industry analyst, NPD.
“However, the cost and inconvenience of repeated waxing, laser, or other hair removal services outside of their home may have women looking for simpler, more affordable options to help them achieve smooth, bare skin.”
Breakdown
The category that has gained the most popularity is electric shavers with a 22% unit sales increase, with areas of the South driving most of the growth.
Beyond the increased popularity of women’s electric shavers, several other categories of specialty hair removal devices are also experiencing increased demand.
NPD notes that products like bikini trimmers and personal pen-style trimmers that offer for more precise and multi-functional grooming are still growing in terms of unit sales.
However, it is only electric shavers that are experiencing dollar sales growth (10%), as well as unit increases.
Opportunity
Mednick says that at a time when there are more hair removal options than ever, the increased demand for in-home appliances may seem counter-intuitive.
However, she notes that not all women want to put up with the risk of a nick from a blade, or the drawbacks and expense of salon options – especially for the younger consumers (under 45) who represent the largest portion of this market.
“An opportunity clearly exists to provide convenient in-home professional quality hair removal products that are safe and easy to use,” she adds. “The challenge is introducing products at higher price points to drive sustained category growth.”
“Considering many alternative products and services are consumable, a durable product can more easily be touted as a good value, especially among consumers that are already more engaged with these products.”