Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of shaving and hair removal, at current prices, 2008-18
- Market factors
- Hispanics help drive category usage
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- Figure 2: Usage of shaving and hair removal products, by total and Hispanics, August 2013
- Declines among aging population could be offset by younger users
- Segment performance
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- Figure 3: Total US retail sales of shaving and hair removal, by segment, 2011 and 2013 (est)
- The consumer
- Men use a variety of shaving products to address different needs
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- Figure 4: Shaving and hair removal product usage, among men, August 2013
- Women rely on disposable razors, help drive segment growth
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- Figure 5: Shaving and hair removal product usage, among women, August 2013
- Shoppers looking for professional, longer-lasting results
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- Figure 6: Interest in top five new claims and benefits, August 2013
- What we think
Issues and Insights
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- How can brands bring added value to a price-driven category?
- Issues
- Insights: Focus on longer-lasting and professional results, convenience
- What impact will the aging population have on the shaving and hair removal category?
- Issues
- Insights: Focus on targeted hair removal options, traditional marketing
- What role will technology play in the shaving and hair removal category?
- Issues
- Insights: Remind consumers to replace razors, utilize social media
Trend Applications
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- Trend: Many Mes
- Trend: Prove It
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Category growth sluggish
- Shaving and hair removal products expected to see minimal gains
- Sales and forecast of shaving and hair removal products
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- Figure 7: Total US retail sales and forecast of shaving and hair removal products, at current prices, 2008-18
- Figure 8: Total US sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 9: Total US sales and fan chart forecast of shaving and hair removal products, at current prices, 2008-18
Market Drivers
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- Key points
- Improving economy could lead to mixed results for the category
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- Figure 10: Usage of shaving and hair removal products, by income, August 2013
- Hispanics are heaviest users of many shaving and hair removal products
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- Figure 11: Usage of shaving and hair removal products, by total and Hispanics, August 2013
- Declines among an aging population could be offset by younger users
Competitive Context
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- Professional hair removal services become more mainstream
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- Figure 12: Waxing treatments done at a salon, by gender, March 2012
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- Figure 13: Use of/attitudes toward professional hair removal among women, by age, May-June 2011
- Skincare devices gain momentum
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- Figure 14: Interest in at-home hair removal devices, November 2012
- Opportunities for the shaving and hair removal category:
Segment Performance
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- Key points
- Disposable razors are strongest performing segment
- Sales of shaving and hair removal, by segment
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- Figure 15: Total US retail sales of shaving and hair removal, by segment, 2011 and 2013 (est)
Segment Performance—Disposable Razors
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- Key points
- Disposable razors drive category growth
- Sales and forecast of disposable razors
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- Figure 16: Total US retail sales and forecast of disposable razors, at current prices, 2008-18
Segment Performance—Non-disposable Razors and Refill Cartridges
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- Key points
- Non-disposable razor sales on the decline
- Sales and forecast of non-disposable razors
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- Figure 17: Total US retail sales and forecast of non-disposable razors, at current prices, 2008-18
- Sales of refill cartridges remain flat
- Sales and forecast of refill cartridges
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- Figure 18: Total US retail sales and forecast of refill cartridges, at current prices, 2008-18
Segment Performance—Shaving Cream
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- Key points
- Shaving cream remains on a flat sales path
- Sales and forecast of shaving cream
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- Figure 19: Total US retail sales and forecast of shaving cream, at current prices, 2008-18
Segment Performance—Depilatories
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- Key points
- After years of volatility, depilatory sales are expected to stabilize
- Sales and forecast of depilatories
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- Figure 20: Total US retail sales and forecast of depilatories, at current prices, 2008-18
Retail Channels
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- Key points
- Other retail channels outperforming drug stores and supermarkets
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- Figure 21: Total US retail sales of shaving/hair removal products, by channel, at current prices, 2008-13
Leading Companies
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- Key points
- Procter & Gamble, Energizer dominate category share
- BiC outperforming big players
- Manufacturer sales of shaving and hair removal
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- Figure 22: Manufacturer sales of shaving and hair removal, 2012 and 2013
Brand Share—Disposable Razors
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- Key points
- Gillette gaining ground in the segment while Schick struggles
- BiC posts solid performance
- Manufacturer sales of disposable razors
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- Figure 23: Manufacturer sales of disposable razors, 2012 and 2013
Brand Share—Non-disposable Razors
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- Key points
- Branded products struggle while private label performs well
- Manufacturer sales of non-disposable razors
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- Figure 24: Manufacturer sales of non-disposable razors, 2012 and 2013
Brand Share—Refill Cartridges
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- Key points
- Mixed results from leading brands
- Private label struggles
- Manufacturer sales of refill cartridges
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- Figure 25: Manufacturer sales of refill cartridges, 2012 and 2013
Brand Share—Shaving Cream
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- Key points
- Branded products see little growth
- Private label gains ground
- Manufacturer sales of shaving cream
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- Figure 26: Manufacturer sales of shaving cream, 2012 and 2013
Brand Share—Depilatories
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- Key points
- Category leaders are struggling to grow
- Private label is strongest performer in depilatories
- Manufacturer sales of depilatories
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- Figure 27: Manufacturer sales of depilatories, 2012 and 2013
Innovations and Innovators
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- New product launch trends
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- Figure 28: Shaving and hair removal launches, by subcategory, 2008-13*
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- Figure 29: Shaving and hair removal launches claims, by share, 2008-13*
- Product innovations
- Facial hair removal
- Kits
- Multi-functional products
- Razors with moisturizers
- Razors with trimmers
- Sensitive skin products
Marketing Strategies
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- Theme: Co-branding
- Product examples
- Advertising examples
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- Figure 30: Venus & Olay TV ad, 2012
- Figure 31: Venus & Olay Print ad, 2013
- Theme: Men are embracing facial hair
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- Figure 32: Beardvertising website, 2013
- Theme: Men’s skincare expands into shaving
- Brand examples
- Advertising examples
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- Figure 33: Dove soothe your skin commercial, 2013
- Figure 34: Aveeno Active Naturals print ad, 2013
- Theme: Subscription services
- Advertising examples
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- Figure 35: Dollar shave club, 2012
- Theme: Appeal to the opposite sex
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- Figure 36: Gillette ProGlide Styler print ad, 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 37: Key performance indicators, September 2013
- Market overview
- Brand usage and awareness
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- Figure 38: Brand usage and awareness of men’s shaving and hair removal brands, August 2013
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- Figure 39: Brand usage and awareness of women’s shaving and hair removal brands, August 2013
- Interaction with brands
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- Figure 40: Interaction with men’s shaving and hair removal brands, August 2013
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- Figure 41: Interaction with women’s shaving and hair removal brands, August 2013
- Online conversations
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- Figure 42: Online mentions, selected shaving and hair removal brands, March 17-Sept. 15, 2013
- Where are people talking about shaving and hair removal brands?
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- Figure 43: Mentions, by page type, selected shaving and hair removal brands, March 17-Sept. 15, 2013
- What are people talking about online?
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- Figure 44: Mentions by type of conversation, selected shaving and hair removal brands, March 17-Sept. 15, 2013
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- Figure 45: Major areas of discussion surrounding shaving and hair removal brands, March 17-Sept. 15, 2013
- Brand analysis
- Barbasol
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- Figure 46: Barbasol key social media indicators, September 2013
- Key online campaigns
- What we think
- Gillette for Men
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- Figure 47: Gillette for Men key social media indicators, September 2013
- Key online campaigns
- What we think
- Schick for Women
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- Figure 48: Schick for Women key social media indicators, September 2013
- Key online campaigns
- What we think
- Gillette Venus
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- Figure 49: Gillette Venus key social media indicators, September 2013
- Key online campaigns
- What we think
- Schick for Men
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- Figure 50: Schick for men key social media indicators, September 2013
- Key online campaigns
- What we think
- Skintimate
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- Figure 51: Skintimate key social media indicators, September 2013
- Key online campaigns
- What we think
Usage—Men
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- Key points
- Men are nearly equally split between use of disposable and electric razors
- Young men more likely to use newer forms, skin prep products
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- Figure 52: Shaving and hair removal product usage, among men by age, August 2013
- Vast majority of men use shaving products for facial hair removal
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- Figure 53: Where shaving products are used—Any removal, among men by age, August 2013
Usage—Women
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- Key points
- Majority of women use disposable razors
- Young women drive usage of most shaving and hair removal products
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- Figure 54: Shaving and hair removal product usage, among women by age, August 2013
- Most women remove hair on their underarms, legs
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- Figure 55: Where shaving products are used—Any removal, among women by age, August 2013
Brands and Formats Used
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- Key points
- Gillette most used razor brand among men and women
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- Figure 56: Brands used of non-disposable razors, by gender and age, January 2012-March 2013
- Figure 57: Brands used of disposable razors, by gender and age, January 2012-March 2013
- Barbasol and Skintimate are most used shaving cream products, though Edge leads sales
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- Figure 58: Brands of shaving cream used, by gender and age, January 2012-March 2013
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- Figure 59: Forms of shaving cream used, by gender, January 2012-March 2013
- Depilatory usage driven by women, though men inclined to use store brands
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- Figure 60: Brands used of hair removal products, by gender, January 2012-March 2013
- Figure 61: Brands used of hair removal products, among women by age, January 2012-March 2013
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- Figure 62: Types of hair removal products used, by gender, January 2012-March 2013
- Figure 63: Types of hair removal products used, among women by age, January 2012-March 2013
Shopping for Shaving and Hair Removal Products
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- Key points
- Young women motivated by price, but seek customized hair removal options
- Young men seek products within the same brand
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- Figure 64: Shopping for shaving products, by gender and age, August 2013
- Income bears little impact on how consumers shop the category
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- Figure 65: Shopping for shaving products, by household income, August 2013
Interest in Shaving and Hair Removal Features Based on Price
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- Key points
- Respondents willing to spend for improved performance
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- Figure 66: Interest in new claims and benefits, August 2013
- Young shoppers express the highest levels of interest in new benefits
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- Figure 67: Interest in new claims and benefits—Interested and willing to pay, by gender and age, August 2013
- Figure 68: Interest in new claims and benefits—Any interest, by gender and age, August 2013
Attitudes Toward Shaving and Hair Removal
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- Key points
- Consumers put off hair removal, and replacing razors
- Young women want professional results
- Some women think men’s products work better
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- Figure 69: Attitudes toward shaving and hair removal, by gender and age, August 2013
Race and Hispanic Origin
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- Key points
- Hispanics are highly engaged in the category, though price is a factor
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- Figure 70: Shaving and hair removal product usage, by race/Hispanic origin, August 2013
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- Figure 71: Where shaving products are used—Any removal, by race/Hispanic origin, August 2013
- Asian consumers seeking added skincare benefits, innovative forms
- Black shoppers looking for ethnic specific products
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- Figure 72: Shopping for shaving products, by race/Hispanic origin, August 2013
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- Figure 73: Interest in new claims and benefits—Interested and willing to pay, by race/Hispanic origin, August 2013
Consumer Segmentation
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- Figure 74: Shaving and hair removal clusters, August, 2013
- Group one: Habituals
- Opportunities
- Group two: Budget driven
- Opportunities
- Group three: Basic
- Opportunities
- Group four: Involved
- Opportunities
- Cluster characteristic tables
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- Figure 75: Shaving and hair removal product usage, by target clusters, August 2013
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- Figure 76: Where shaving products are used—Any removal, by target clusters, August 2013
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- Figure 77: Shopping for shaving products, by target clusters, August 2013
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- Figure 78: Interest in new claims and benefits—Interested and willing to pay, by target clusters, August 2013
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- Figure 79: Attitudes toward shaving and hair removal, by target clusters, August 2013
- Cluster demographics
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- Figure 80: Target clusters, by demographics, August 2013
- Cluster methodology
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Key Household Purchase Measures—Information Resources Inc. Builders Panel Data
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- Disposable razors
- Consumer insights on key purchase measures
- Brand map
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- Figure 81: Brand map, selected brands of disposable razors buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of disposable razors, by household penetration, 52 weeks ending June 24, 2012
- Refill cartridges
- Consumer insights on key purchase measures
- Brand map
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- Figure 83: Brand map, selected brands of cartridges buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of cartridges, by household penetration, 52 weeks ending June 24, 2012
- Shaving cream
- Consumer insights on key purchase measures
- Brand map
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- Figure 85: Brand map, selected brands of shaving cream buying rate, by household penetration, 52 weeks ending June 24, 2012
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of shaving cream, by household penetration, 52 weeks ending June 24, 2012
Appendix – Other Useful Consumer Tables
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- Retail channels
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- Figure 87: Total US retail sales of shaving/hair removal products, by channel, at current prices, 2011-13
- Usage
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- Figure 88: Shaving and hair removal product usage, by gender, August 2013
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- Figure 89: Shaving and hair removal product usage, by brand usage of shaving and hair removal products, August 2013
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- Figure 90: Shaving and hair removal product usage, by brand usage of shaving and hair removal products, August 2013
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- Figure 91: Where shaving products are used, August 2013
- Brands and formats used
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- Figure 92: Brands used of razors, by race/Hispanic origin, January 2012-March 2013
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- Figure 93: Brands used of disposable razors, by race/Hispanic origin, January 2012-March 2013
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- Figure 94: Brands of shaving cream used, by race/Hispanic origin, January 2012-March 2013
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- Figure 95: Brands used of hair removal products, by race/Hispanic origin, January 2012-March 2013
- Shopping for shaving and hair removal products
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- Figure 96: Shopping for shaving products, by gender, August 2013
- Interest in shaving and hair removal features based on price
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- Figure 97: Interest in new claims and benefits—Interested and willing to pay, by gender, August 2013
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- Figure 98: Interest in new claims and benefits—Interested and willing to pay, by household income, August 2013
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- Figure 99: Interest in new claims and benefits—Interested and not willing to pay, by gender, August 2013
- Attitudes toward shaving and hair removal
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- Figure 100: Attitudes toward shaving and hair removal, by gender, August 2013
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- Figure 101: Attitudes toward shaving and hair removal, by household income, August 2013
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- Figure 102: Attitudes toward shaving and hair removal, by race/Hispanic origin, August 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 103: Brand usage or awareness, women’s shaving and hair removal brands, August 2013
- Figure 104: Gillette Venus usage or awareness, by demographics, August 2013
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- Figure 105: Schick for Women usage or awareness, by demographics, August 2013
- Figure 106: Skintimate usage or awareness, by demographics, August 2013
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- Figure 107: Brand usage or awareness, men’s shaving and hair removal brands, August 2013
- Figure 108: Gillette for Men usage or awareness, by demographics, August 2013
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- Figure 109: Schick for Men usage or awareness, by demographics, August 2013
- Figure 110: Barbasol usage or awareness, by demographics, August 2013
- Activities done
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- Figure 111: Activities done, women’s shaving and hair removal brands, August 2013
- Figure 112: Gillette Venus—Activities done, by demographics, August 2013
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- Figure 113: Schick for Women—Activities done, by demographics, August 2013
- Figure 114: Skintimate—Activities done, by demographics, August 2013
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- Figure 115: Activities done, men’s shaving and hair removal brands, August 2013
- Figure 116: Gillette for Men—Activities done, by demographics, August 2013
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- Figure 117: Schick for Men—Activities done, by demographics, August 2013
- Figure 118: Barbasol—Activities done, by demographics, August 2013
- Online conversations
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- Figure 119: Online mentions, selected shaving and hair removal brands, March 17-Sept. 15, 2013
- Figure 120: Mentions, by page type, selected shaving and hair removal brands, March 17-Sept. 15, 2013
- Figure 121: Mentions, by type of conversation, selected shaving and hair removal brands, March 17-Sept. 15, 2013
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- Figure 122: Major areas of discussion surrounding shaving and hair removal brands, March 17-Sept. 15, 2013
Appendix – Market Drivers
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- Consumer confidence
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- Figure 123: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 124: US unemployment rate, by month, 2002-13
- Figure 125: US unemployment and underemployment rates, 2007-13
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- Figure 126: Number of employed civilians in the US, in thousands, 2007-13
- Racial, ethnic population growth
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- Figure 127: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 128: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 129: US population, by age, 2008-18
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- Figure 130: US households, by presence of own children, 2002-12
Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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