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Depilatories in Italy

Italy depilatories market: Reckitt’s Veet the leading brand during 2012

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2014-01-22 14:43:02 - Depilatories in Italy - a new market research report on

Reckitt´s Veet line led the Italy depilatories market with a 33% value share in 2012, followed by Procter & Gamble´s Gillette pour Elle at 29%. Consumers demonstrated a great deal of appreciation for the Veet line throughout the years, and the recent launch of Easy Wax, which allows professional results at home, has helped revive interest in the brand.

A do-it-yourself approach is increasing in Italy in the depilatories category, due to the fact that consumers try to save as much as they can in light of a difficult economy, and women have had to reduce number of visits to beauty salons. This has become possible in recent years thanks to the development of consumer products that are increasingly closer to



professional products, thus allowing a very good home-made result at a much lower expense.

Constant value sales of depilatories are expected to decrease by 6% (at a CAGR of -1%) between 2012 and 2017 as products will be used for a longer time and new purchases will be postponed as much as possible in light of economic difficulties.

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