Insights / Perspectives

Shaving Care Insights

The women’s and men’s shaving market saw value growth in 2023, with 2022 price increases stabilizing. While volumes declined, pre-shave and razors and blades are projected to return to volume growth. Moving forward, brands can capitalize on several trends influencing shaving categories.

Premiumization

Despite inflationary pressures, many consumers are willing to pay for high-quality ingredients and premium products. This is especially true in personal care categories where products are viewed as a small luxury. Euromonitor notes, “The shaving space could see premiumization through the incorporation of premium humectants and emollients such as hyaluronic acid, almond oil, marula oil, macadamia seed oil, and aloe leaf juice.” Hanni’s Shave Pillow Moisturizing Body Gel is a gel stick made with adaptogenic mushrooms and cactus water. It retails for $24 in Sephora. Premium package design, formats, materials, and details support this trend, communicating quality, creating a unique user experience, and differentiating from the competition.

Hanni's Shave Pillow

Hybrid

Many beauty and personal care categories are beginning to overlap, with the introduction of hybrid products that provide multiple benefits. The skinification trend has consumers increasingly concerned with skin health, and adjacent categories like cosmetics, sun care, hair care, and shave care are incorporating skin care benefits. There is continued opportunity for shave brands to develop products that remove hair while also nourishing the skin. Hybrid and 2-in-1 products that combine shaving, washing, exfoliating, moisturizing, and more can appeal to skin-conscious consumers while adding convenience and value. Billie’s Whipped Shave Cream is described as a luxurious body butter for a smooth shave, incorporating shea butter, aloe, hyaluronic acid, and coconut oil.

Billie Whipped Shave Cream

Specialized Solutions

Consumers are increasingly seeking customized solutions that cater to their specific beauty and personal care needs and preferences. Hair removal is not a one-size-fits-all process, and there are a variety of products and methods available, including creams, lotions, spray foams, wax, and more. Brands should consider specialized products that focus on the unique challenges of different hair types and specific body areas. Certain formats and formulations may work better for the bikini line, while others may work best for the face, underarms, or legs. Specialized products can be more effective and help consumers understand the proper method for their particular hair removal needs.

Bikini Zone

By: Moira Stein
Date: November 22, 2024