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Depilatories in South Korea

South Korea depilatories market: Veet the leading brand during 2012

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2014-01-24 19:56:03 - Depilatories in South Korea - a new market research report on

Oxy Reckitt Benckiser maintained its leading position in the South Korea depilatories market with its hair remover/bleach brand, Veet in 2012. It increased its value sales by 15% during the year by expanding its distribution channels from hypermarkets/supermarkets to include drugstores. Even though it lost share within hair removers/bleaches from 93% in 2006 to 77% in 2012 to new players which entered the category, Veet retained its outright lead.

The fashion among female consumers to remove body hair continued to increase and advanced depilatories were introduced, which lead to healthy category growth in 2012. Consumers continued to use hair removers/bleaches due to convenience, despite many comments by experts that hair removers/bleaches can cause skin problems, such as blemishes. Hair removers/bleaches recorded



14% of value growth in 2012.

Depilatories is expected to grow by a CAGR of 8% in constant value terms over the forecast period. Women´s razors and blades is predicted to increase by a CAGR of 14% in constant value terms based on the performance of newly introduced advanced products. Through product development in razors and blades, women´s pre-shave will also increase by a CAGR of 5% in constant value terms until 2017.

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