While brands in the shaving category duke it out with new launches for women, other forms of hair removal are gaining space at retail doors.
The shaving category has been in the news recently thanks to the launch of Flamingo from Harry’s, the debut of Sphynx All-in-One Portable Razor and the buzzy direct-to-consumer brand, Billie. But store checks to mass retailer shelves reveal footage devoted to women’s shaving is being edited to make room for more choices, especially at-home waxing and hair remover tools.
Recently, Ricky’s NYC added Waksé’s Rose Gold, Gold and Liquid Mercury waxes to its mix in stores and online. That follows the brands launch that attracted 8,000 pre-orders. That demand was built up by social media that highlighted how at home waxing could be a pleasant experience.
“The partnership with Ricky’s NYC is an exciting expansion for Waksé as it brings us closer to the hands of our growing fan base by making the product available in brick-and-mortar stores in major U.S. cities along the East Coast,” said Andrew Glass, cofounder for Waksé.
Waksé offers strip-less waxes in a variety of Instagram-worthy colors such as rose gold, gold and silver. The products are also infused with essential oils that smell like pineapple, chocolate and lavender.
While Waksé looks to expand, one of the originals of at-home waxing — Nad’s — is turning up efforts behind its brand, which burst onto the scene more than 20 years ago. Sydney-based owner and founder of Nad’s — named after her daughter Nadine — created the wax hair removal concept in her kitchen as a way to gently remove her daughter’s hair. Joking at an event last month to herald new launches, Nadine asked her mother why she couldn’t have launched a fragrance instead of “hair removal.”
Nad's lineup includes new and staple items such as Natural Sugar Wax Kit, a Brazilian and Bikini Wax Kit, Ultra Smoothing Exfoliating Wax Strips and a Facial Wand Eyebrow Shaper. Nad’s is sold at a major chains such as Walmart, Target, Amazon, Walgreens and Ulta Beauty.
At home is also a component of Harry’s new Flamingo collection. The category is rounded out by Sally Hansen, Veet and Nair. Also gaining traction in mass is Finishing Touch Flawless Body Skincare device. Sales for the most recent 12 weeks reported by IRI in mass doors were up 300 percent. Flawless, designed to look like a lipstick, is marketed as a painless facial hair remover.
The expansion of waxing and other options comes as the shaving market is suffering. Procter & Gamble’s razor business is down 1.4 percent and Edgewell, which makes Schick, is also down almost 1 percent, according to IRI data tracking the last 52 weeks ending Oct. 12. In the shave cream category, P&G is down 8 percent and Edgewell is down 7 percent. Harry’s, which entered Target doors in 2016, is growing. Its business is up 32 percent in razors, and more than 70 percent in cartridge refills.
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