Longer-lasting results aid in depilatory growth

Sales of depilatories are on the upswing as manufacturers roll out new products that promise silky smooth results.


Sales of depilatories at food, drug and mass (excluding Walmart) rose more than 10% to about $117 million during the 52 weeks ended April 15, according to SymphonyIRI Group.


Looking to further bolster the segment, manufacturers are churning out products that aim to provide longer-lasting results, have a pleasant fragrance — depilatories have been known for their strong odor — and are infused with ingredients that bring the spa experience into the home.


One such example is Church & Dwight’s Nair brand. For 2012, the brand has developed a line of hair removal creams and waxes for the body and face that are inspired by the hair removal and skin care secrets of Brazil. The new products are infused with mineral-rich clay and natural extracts for spa-smooth skin that is promised to last.


The new Nair products include a Brazilian Spa Clay Roll-On wax, which is a microwavable roll-on sugar wax for legs and body with 10 reusable cloth strips; Brazilian Spa Clay Sensitive Face hair removal cream, which is a specially designed sensitive formula depilatory for the upper lip, chin and face; and a Brazilian Spa Clay Shower Power hair removal cream, which is an in-shower depilatory for legs and body.


Sally Hansen rolled out for 2012 its new Odor Less Simply Smooth hair remover for in-shower use. It is a water-resistant formula that works to remove hair during one’s regular shower routine. It features an exclusive odorless technology and promises to leave skin hair-free for up to six days.


Last year, Reckitt Benckiser’s Veet brand expanded its depilatory creams and gels offerings with the launch of Veet Ready to Use wax strips for face and body. This year, the brand is celebrating the 2012 launch of its new Veet High Precision facial wax, which provides users with precise and efficient removal of facial hair. It is housed in an easy-to-use tube and features a precision applicator for control over the flow of the wax. The brand also launched for 2012 the new Veet Ready-to-Use wax strips for bikini, 
underarm and face kit.


In the second half of 2011, Olay introduced its first system to remove unwanted facial hair. The Olay Smooth Finish facial hair removal duo is a two-step system to remove fine to medium unwanted facial hair on the upper lip and jaw line, while minimizing irritation.