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Depilatories in Australia

Australia depilatories market: Procter & Gamble Australia remains market leader

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2014-01-27 03:08:01 - Depilatories in Australia - a new market research report on

Procter & Gamble Australia increased their dominance of Australia´s depilatories market by increasing their revenue share to 38% in 2012. The company is well-known for its Gillette Venus brand, which accounted for a 23% brand share in depilatories in 2012. The company also dominates women´s pre-shave with its Gillette Satin Care brand, which held an 84% value share in 2012.

Consumers were more engaged in shaving and grooming themselves in 2012. In an environment where consumers were choosing to save instead of spending freely, many sacrificed salon visits and turned towards home DIY hair removal. However, more permanent solutions, such as cosmetic hair removal using IPL and laser hair removal, are gaining wider adoption; however, the costs involved here are a



significant barrier to meaningful growth.

The growing acceptance of cosmetic hair removal through permanent epilation, for instance using IPL and laser removal, will moderate growth to some extent. Consumers see this as a more permanent fix to being hair-free, and this also addresses the growing consumer need for greater convenience. Whilst at-home laser hair removal devices are becoming increasingly numerous and less expensive, they are still out of reach for most consumers.

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Mike King
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