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
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of the shaving and hair removal products market, at current prices, 2009-19
- Segment Performance
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- Figure 2: US retail sales of shaving and hair removal products market, by segment share, 2014
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- Figure 3: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2012 and 2014
- Key players
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- Figure 4: MULO sales of leading shaving and hair removal companies, rolling 52 weeks 2013 and 2014
- The consumer
- Women more likely to use disposables, augment with other products
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- Figure 5: Use of shaving and hair removal products, by gender, July 2014
- Younger respondents more likely to use professional hair removal services
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- Figure 6: Use of professional hair removal services, by age, July 2014
- Respondents seek a simplified shaving experience
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- Figure 7: Interest in shaving and hair removal products, July 2014
- Women see hair removal as a key part of being well groomed, men less concerned
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- Figure 8: Attitudes toward shaving and hair removal, by gender, July 2014
- What we think
Issues and Insights
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- Disposables are good enough; premium is not worth the price
- The issues
- The implications
- Hair removal services going mainstream among young consumers
- The issues
- The implications
- Depilatories have developed a bad odor
- The issues
- The implications
- Consumers are generally unengaged in the shaving category, not interested in "doing it right" or following a regimen
- The issues
- The implications
Trend Applications
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- Trend: Life Hacking
- Trend: Prepare for the Worst
- Trend: Sense of the Intense
Market Size and Forecast
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- Key points
- Sales and forecast of shaving and hair removal products
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- Figure 9: Total US sales and forecast of shaving and hair removal products, at current prices, 2009-19
- Figure 10: Total US sales and forecast of shaving and hair removal products, at inflation-adjusted prices, 2009-19
- Shaving and hair removal marketplace sheds value in 2014
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- Figure 11: Total US sales and fan chart forecast of the shaving and hair removal products market, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Aging population, less inclined to remove hair, is growing
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- Figure 12: Population by age, 2009-19
- Growing Hispanic population is a boon to the shaving market
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- Figure 13: Population by race and Hispanic origin, 2009-19
- Macroeconomic trends provide a favorable environment for shaving products purchase
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- Figure 14: Consumer Sentiment Index and unemployment, 2000-13
- Figure 15: DPI rate of change versus previous month and year ago February 2007-July 2014
- Income distribution may underlie consumption patterns in at-home hair removal
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- Figure 16: Household income distribution, US, 2012
- New product activity stabilizes
- Beach trips may drive incremental shaving
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- Figure 17: Beach attendance in the US, 2009-13
Competitive Context
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- Key points
- Harry’s and Dollar Shave Club subscription services
- Electric razors used by a third of 25-34s, other types of hair removal products used by the majority
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- Figure 18: Usage of electric razors and other hair removal products, by age, July 2014
- Men less inclined to shave, see not shaving as an option
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- Figure 19: Attitudes toward shaving and hair removal, by gender and age, July 2014
- Younger consumers more likely to use professional hair removal services
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- Figure 20: Use of professional hair removal services, by age, July 2014
Segment Performance
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- Key points
- Shavers replace cartridges with disposables
- Systems, shave prep, and depilatories also slip
- Sales of shaving and hair removal products, by segment
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- Figure 21: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2012 and 2014
Segment Performance – Cartridges and Cartridge Razors
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- Key points
- Mid-range and older cartridges lag in sales behind newer, premium products
- Sales and forecast of cartridges
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- Figure 22: Total US sales and forecast of cartridges, at current prices, 2009-19
- Cartridge razor systems sales take another hit, but the future looks promising
- Sales and forecast of cartridge razors
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- Figure 23: Total US sales and forecast of cartridge razors, at current prices, 2009-19
- Premium vs standard cartridge razor sales
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- Figure 24: Total US retail sales and forecast of cartridge razors at current prices, by price point, 2009-19
Segment Performance – Disposable Razors
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- Key points
- Improving performance and perceived value drive growth
- Sales and forecast of disposable razors
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- Figure 25: Total US sales and forecast of disposable razors, at current prices, 2009-19
Segment Performance – Shaving Cream
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- Key points
- No-frills shaving creams from big brands dominate shaving cream category
- Sales and forecast of shaving cream
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- Figure 26: Total US sales and forecast of shaving cream, at current prices, 2009-19
Segment Performance – Depilatories
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- Key points
- Flagging depilatories market continues to fall off
- Sales and forecast of depilatories
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- Figure 27: Total US sales and forecast of depilatories, at current prices, 2009-19
Retail Channels
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- Key points
- Sales fall across channels, but the balance are still sold through mass merchandisers
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- Figure 28: Total US retail sales of shaving and hair removal products, by channel, at current prices, 2012-14
- Supermarkets should aim to drive fill-in trips of less-expensive shaving and hair removal products
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- Figure 29: US supermarket sales of shaving and hair removal products, at current prices, 2009-14
- Drugstores should capitalize on convenience and impulse purchasing
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- Figure 30: US drugstore sales of shaving and hair removal products, at current prices, 2009-14
- Other retailer sales of shaving and hair removal products on the decline
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- Figure 31: US sales of shaving and hair removal products, through other retail channels, at current prices, 2009-14
Leading Companies
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- Key points
- Manufacturer share declines reflect consumer desire for value
- Little room for private label among value-oriented national brands
- Manufacturer sales of shaving and hair removal products market
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- Figure 32: Manufacturer sales of shaving and hair removal products market, 2013 and 2014
Brand Share – Cartridges and Cartridge Razors
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- Key points
- Struggles in the mid-range market for cartridges
- Manufacturer sales of cartridges
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- Figure 33: MULO sales of cartridges at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Premium razor systems decline in sales, standard (value-oriented) razors surge
- Manufacturer sales of cartridge razors
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- Figure 34: MULO sales of cartridge razors at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 35: Key purchase measures for the top brands of cartridges and cartridge replacements, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Disposable Razors
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- Key points
- P&G brands command largest share of disposables market, but other manufacturers saw stronger brand growth
- Consumers seek either “premium” or value disposables
- Manufacturer sales of disposable razors
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- Figure 36: MULO sales of disposable razors at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 37: Key purchase measures for the top brands of disposable razors, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Shaving Cream
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- Key points
- Shaving cream consumers reward relevant innovation
- Manufacturer sales of shaving cream
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- Figure 38: MULO sales of shaving cream at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 39: Key purchase measures for the top brands of shaving cream, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Brand Share – Depilatories
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- Key points
- Ethnic-oriented depilatories exhibit some growth, waxing brands wane
- Manufacturer sales of depilatories
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- Figure 40: MULO sales of depilatories at retail, by leading companies, rolling 52 weeks 2013 and 2014
- Figure 41: Key purchase measures for depilatories, by household penetration, 52 weeks ending Dec. 29, 2013 (current) and Dec. 30, 2012 (year ago)
Innovations and Innovators
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- Most new products are shaving preparations
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- Figure 42: Share of shaving and hair removal products launched, by segment, 2009-14
- Procter and Gamble leads new product launches nearly every year
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- Figure 43: Share of shaving and hair removal products, by parent company, 2009-14
- P&G’s shaving and hair removal products get more elaborate
- Disposables go higher end
- Premium shaving cream products innovate on fragrance, function
- Private label brands launch products in key growth potential segments
- Prestige brands enter the market
Marketing Strategies
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- Overview of the brand landscape
- Webisodes, fashion, and educational content
- Gillette “stories” engage and embarrass while teaching about hair removal
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- Figure 44: Gillette, Male Grooming: How to Shave Your Groin | Gillette Body Razor | Manscaping, February 2014
- Gillette fashion tutorials show consumers how to “get the look”
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- Figure 45: Gillette, Beard Styles: How to Shave the Short Boxed Beard, November 2013
- Gillette body establishes the brand’s timeless appeal and relevance of shaving body hair
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- Figure 46: Gillette, 100 Years of Hair, June 2014
- Deep online shopping content from Gillette
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- Figure 47: Gillette product feature comparisons on amazon.com, August 2014
- New shaving technology
- Gillette introduces “Powerball” with tangential stories
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- Figure 48: Gillette, First Girlfriend vs. First Real Girlfriend, 2014
- Blurring the benefits of disposables and cartridges
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- Figure 49: Schick, Flowers: Schick Hydro Silk Disposables, 2014
- Challenging the category norms
- Ethnic affinity advertising for depilatory products
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- Figure 50: Softsheen-Carson, Up Your Game – Absolute Fit, 2014
- Disposable razors as colorful “accessories,” promoting brand spirit
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- Figure 51: BiC Soleil, Make Your Own Sun, July 2014
- Figure 52: BiC Soleil Web Page: Which Soleil Gal Are You?, August 2014
Social Media
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- Key findings
- Market overview
- Key social media metrics
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- Figure 53: Key social media metrics for select shaving and hair removal brands, August 2014
- Brand usage and awareness
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- Figure 54: Brand usage and awareness for select shaving and hair removal brands, July 2014
- Interactions with shaving and hair removal brands
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- Figure 55: Interactions with select shaving and hair removal brands, July 2014
- Figure 56: Interactions with select shaving and hair removal brands, July 2014
- Leading online campaigns
- Word of mouth marketing
- Sweepstakes/Giveaways
- What we think
- Online conversations
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- Figure 57: Conversations around select shaving and hair removal brands, by week, Aug. 18, 2013-Aug. 17, 2014
- Where people are talking about shaving and hair removal brands
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- Figure 58: conversations around select shaving and hair removal brands, by page type, Aug. 18, 2013-Aug. 17, 2014
- What people are talking about
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- Figure 59: Topics of online conversation around select shaving and hair removal brands, Aug. 18, 2013-Aug. 17, 2014
Hair Removal
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- Key points
- Legs, underarms, pubic region, and head lead in body hair removal
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- Figure 60: Body hair removal, by gender, July 2014
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- Figure 61: Body hair removal, by age, July 2014
- Opportunity to target shaving enthusiasts
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- Figure 62: Body hair removal cross analysis, July 2014
- Both men and women are keen on facial hair removal
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- Figure 63: Facial hair removal, by gender, July 2014
- Figure 64: Facial hair removal, by age, July 2014
- Intensity of hair removal
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- Figure 65: Body and facial hair removal, by hair removal groups, July 2014
Use of Shaving and Hair Removal Products
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- Key points
- Women use a wider variety of shaving and hair removal products
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- Figure 66: Use of shaving and hair removal products, by gender, July 2014
- Older consumers are an untapped market
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- Figure 67: Use of shaving and hair removal products, by age, July 2014
- Those who prefer to be clean shaven don’t necessarily use premium products
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- Figure 68: Use of shaving and hair removal products, by clean shaven preference, July 2014
- Disposable razors considered a go-to for shaving underarms, legs, and feet
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- Figure 69: Use of shaving and hair removal products, by body hair removal locations, July 2014
- Disposables also high in facial hair removal, but more evenly split with cartridge razors
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- Figure 70: Use of shaving and hair removal products, by facial hair removal locations, July 2014
- Moderate and heavy hair removers use a variety of shaving products
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- Figure 71: Use of shaving and hair removal products, by hair removal groups, July 2014
Use of Professional Hair Removal Services
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- Key points
- Most consumers do not use professional hair removal services
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- Figure 72: Use of professional hair removal services, by gender, July 2014
- Figure 73: Use of professional hair removal services, by age, July 2014
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- Figure 74: Use of professional hair removal services, by household income, July 2014
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- Figure 75: Use of professional hair removal services, by employment status, July 2014
- Heavy hair removers only slightly more likely to use professional services
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- Figure 76: Use of professional hair removal services, by hair removal groups, July 2014
Interest in Shaving and Hair Removal Products
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- Key points
- Women particularly interested in multitasking products, fewer shaving steps
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- Figure 77: Interest in shaving and hair removal products, by gender, July 2014
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- Figure 78: Interest in shaving and hair removal products, by age, July 2014
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- Figure 79: Interest in shaving and hair removal products, by gender and age, July 2014
- Figure 80: Interest in shaving and hair removal products, by household income, July 2014
- Heavy hair removers most interested in all product innovations
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- Figure 81: Interest in shaving and hair removal products, by hair removal groups, July 2014
Use of and Interest in Shaving Prep Products
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- Key points
- Sensitive and dye-free products less popular
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- Figure 82: Shaving cream ingredient interests, by gender, July 2014
- Figure 83: Shaving cream ingredient interests, by age, July 2014
- Heavy hair removers show greatest interest in sensitive shaving creams
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- Figure 84: Shaving cream ingredient interests, by hair removal groups, July 2014
- Women more likely not to use shaving cream
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- Figure 85: Shaving cream habits, by gender, July 2014
- Youngest consumers cut corners with shave preparation products
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- Figure 86: Shaving cream habits, by age, July 2014
- Men more interested in specially designed shaving creams
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- Figure 87: Shaving cream interests, by gender, July 2014
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- Figure 88: Shaving cream interests, by age, July 2014
- Figure 89: Shaving cream interests, by use of professional hair removal services, July 2014
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- Figure 90: Shaving cream interests, by clean shaven preference, July 2014
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- Figure 91: Shaving cream interests, by hair removal groups, July 2014
Attitudes toward Hair Removal
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- Key points
- Women feel more compelled to remove body hair
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- Figure 92: Attitudes toward hair removal, by gender, July 2014
- Attitudes persist, but pressure to remove hair declines with age
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- Figure 93: Attitudes toward hair removal, by age, July 2014
- Partners promote shaving
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- Figure 94: Attitudes toward hair removal, by marital status, July 2014
- Heavy hair removers more fastidious about shaving
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- Figure 95: Attitudes toward hair removal, by hair removal groups, July 2014
- Professional hair removal services more acceptable among the young
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- Figure 96: Attitudes toward professional hair removal, by age, July 2014
- Figure 97: Use habits of professional hair removal services, by age, July 2014
- Heavy hair removers more willing to consider professional hair removal help
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- Figure 98: Attitudes toward professional hair removal, by hair removal groups, July 2014
Race and Hispanic Origin
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- Key points
- Race reveals differences in areas shaved
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- Figure 99: Body hair removal, by race/Hispanic origin, July 2014
- Hispanics are the most active facial hair removers
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- Figure 100: Facial hair removal, by race/Hispanic origin, July 2014
- Hispanics keen on shaving cream and depilatories
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- Figure 101: Use of shaving and hair removal products, by race/Hispanic origin, July 2014
- Specialized shaving creams have most appeal for White and Black consumers
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- Figure 102: Types of shaving cream used, by race/Hispanic origin, January 2013-March 2014
- Hispanic consumers more likely to use professional hair removal services
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- Figure 103: Use of professional hair removal services, by race/Hispanic origin, July 2014
- Hispanic, Black, and Asian respondents keen on shaving product innovations
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- Figure 104: Interest in shaving and hair removal products, by race/Hispanic origin, July 2014
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- Figure 105: Shaving habits, by race/Hispanic origin, July 2014
- Hispanic, Black, and Asian respondents interested in specially designed shaving creams
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- Figure 106: Shaving cream interests, by race/Hispanic origin, July 2014
- Clean-shaven preferences less common among non-White respondents
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- Figure 107: Attitudes toward shaving and hair removal, by race/Hispanic origin, July 2014
Appendix – Other Useful Consumer Tables
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- Hair Removal
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- Figure 108: Body hair removal, by gender and age, July 2014
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- Figure 109: Facial hair removal, by gender and age, July 2014
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- Figure 110: Facial hair removal, by employment status, July 2014
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- Figure 111: Facial hair removal, by clean shaven preference, July 2014
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- Figure 112: Body and facial hair removal cross analysis, July 2014
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- Figure 113: Facial hair removal cross analysis, July 2014
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- Figure 114: Body hair removal, by clean shaven preference, July 2014
- Hair removal groups
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- Figure 115: Hair removal groups summary, July 2014
- Use of shaving and hair removal products
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- Figure 116: Use of shaving and hair removal products, by gender, July 2014
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- Figure 117: Use of shaving and hair removal products, by age, July 2014
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- Figure 118: Use of shaving and hair removal products, by gender and age, July 2014
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- Figure 119: Use of shaving and hair removal products, by race/Hispanic origin, July 2014
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- Figure 120: Use of shaving and hair removal products, by employment status, July 2014
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- Figure 121: Use of shaving and hair removal products, by use of professional hair removal services, July 2014
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- Figure 122: Use of shaving and hair removal products, by clean shaven preference, July 2014
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- Figure 123: Use of shaving and hair removal products, by body hair removal locations, July 2014
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- Figure 124: Use of shaving and hair removal products, by facial hair removal locations, July 2014
- Brands of shaving cream used
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- Figure 125: Brands of shaving cream used, by gender, January 2013-March 2014
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- Figure 126: Brands of shaving cream used, by age, January 2013-March 2014
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- Figure 127: Brands of shaving cream used, by race/Hispanic origin, January 2013-March 2014
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- Figure 128: Brands of shaving cream used, by household income, January 2013-March 2014
- Brands of depilatory creams used
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- Figure 129: Brands of hair removal products used, by gender, January 2013-March 2014
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- Figure 130: Brands of hair removal products used, by age, January 2013-March 2014
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- Figure 131: Brands of hair removal products used, by race/Hispanic origin, January 2013-March 2014
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- Figure 132: Brands of hair removal products used, by household income, January 2013-March 2014
- Use of professional hair removal services
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- Figure 133: Use of professional hair removal services, by gender, July 2014
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- Figure 134: Use of professional hair removal services, by age, July 2014
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- Figure 135: Use of professional hair removal services, by gender and age, July 2014
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- Figure 136: Body hair removal, by employment status, July 2014
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- Figure 137: Use of professional hair removal services, by household income, July 2014
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- Figure 138: Use of professional hair removal services, by race/Hispanic origin, July 2014
- Use of and interest in shaving prep products
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- Figure 139: Shaving cream habits, by gender and age, July 2014
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- Figure 140: Shaving cream habits, by employment status, July 2014
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- Figure 141: Shaving cream interests, by gender and age, July 2014
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- Figure 142: Shaving cream interests, by employment status, July 2014
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- Figure 143: Shaving cream ingredient interests, by gender and age, July 2014
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- Figure 144: Shaving cream ingredient interests, by employment status, July 2014
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- Figure 145: Attitudes toward professional hair removal, by gender and age, July 2014
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- Figure 146: Attitudes toward professional hair removal, by use of professional hair removal services, July 2014
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- Figure 147: Shaving cream ingredient interests, by race/Hispanic origin, July 2014
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- Figure 148: Types of shaving cream used, by gender, January 2013-March 2014
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- Figure 149: Types of shaving cream used, by age, January 2013-March 2014
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- Figure 150: Shaving cream ingredient interests, by use of professional hair removal services, July 2014
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- Figure 151: Shaving habits, by hair removal groups, July 2014
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- Figure 152: Forms of shaving cream used, by gender, January 2013-March 2014
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- Figure 153: Forms of shaving cream used, by age, January 2013-March 2014
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- Figure 154: Forms of shaving cream used, by race/Hispanic origin, January 2013-March 2014
- Attitudes toward hair removal
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- Figure 155: Clean-shaven preference summary, July 2014
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- Figure 156: Clean-shaven preference, by hair removal groups, July 2014
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- Figure 157: Attitudes toward professional hair removal, by gender, July 2014
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- Figure 158: Use habits of professional hair removal services, by gender, July 2014
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- Figure 159: Attitudes toward professional hair removal, by household income, July 2014
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- Figure 160: Attitudes toward professional hair removal, by employment status, July 2014
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- Figure 161: Attitudes toward professional hair removal, by clean shaven preference, July 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 162: Brand usage or awareness, July 2014
- Figure 163: Brand usage or awareness, July 2014
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- Figure 164: BiC Soleil usage or awareness, by demographics, July 2014
- Figure 165: Veet usage or awareness, by demographics, July 2014
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- Figure 166: Nair usage or awareness, by demographics, July 2014
- Figure 167: BiC usage or awareness, by demographics, July 2014
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- Figure 168: Edge usage or awareness, by demographics, July 2014
- Figure 169: Gillette usage or awareness, by demographics, July 2014
- Activities done
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- Figure 170: Activities done, July 2014
- Figure 171: Activities Done, July 2014
- Figure 172: BiC – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 173: BiC – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
- Figure 174: BiC – Activities done – I have researched the brand on social media to, by demographics, July 2014
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- Figure 175: Edge – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
- Figure 176: Edge – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, July 2014
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- Figure 177: Edge – Activities done – I have researched the brand on social media to, by demographics, July 2014
- Figure 178: Gillette – Activities done – I have looked up/talked about this brand online on social media, by demographics, July 2014
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- Figure 179: Gillette – Activities done – I have researched the brand on social media to, by demographics, July 2014
- Key social media metrics
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- Figure 180: Key social media metrics for select shaving and hair removal brands, August 2014
- Online conversations
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- Figure 181: conversations around select shaving and hair removal brands, by week, Aug. 18, 2013-Aug. 17, 2014
- Figure 182: conversations around select shaving and hair removal brands, by page type, Aug. 18, 2013-Aug. 17, 2014
- Figure 183: Topics of online conversation around select shaving and hair removal brands, Aug. 18, 2013-Aug. 17, 2014
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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