One category in particular, electric shavers, have gained the most popularity, experiencing a unit sales increase of 22% in the 12 months ending June 2014, compared to the previous year. The resurgence of the women’s electric shaver category is visible across all US markets. In particular, NPD said it is areas of the South that are 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. 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. Volume for these products, as well as professional style in-home devices, are up slightly in the 12 months ending June 2014, on top of double-digit growth in the previous 12 month period.
Electric shavers is the only women’s grooming category that is experiencing dollar sales growth (+10% vs. the 12 months ending June 2013), as well as unit increases.
“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,” said Debra Medrick, executive director and home industry analyst, The NPD Group, Inc. “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.”
According to Mednick, an opportunity clearly exists to provide convenient in-home professional quality hair removal products that are safe and easy to use.
“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."