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Shaving and Hair Removal Products - US - October 2013

“Consumers are price driven when shopping the shaving category, but they also demand performance and simplicity. Products that deliver improved functionality and convenience while utilizing technology to encourage increased usage could help drive category growth.”

– Shannon Romanowski, Beauty and Personal Care Analyst

Some questions answered in this report include:

  • How can brands bring added value to a price-driven category?
  • What impact will the aging population have on the shaving and hair removal category?
  • What role will technology play in the shaving and hair removal category?

The shaving and hair removal category has experienced minimal growth between 2008 and 2013, due to the competitive nature of the category combined with the price-driven mindset of shoppers. Non-disposable razors and refill cartridges in particular have become increasingly expensive, potentially deterring usage and sending shoppers to lower-priced segments such as disposable razors and private label. In addition, hair removal is viewed as highly functional and an essential part of grooming, as opposed to a category that offers aspirational benefits.

Looking ahead, brands will be challenged to find growth opportunities. However, companies that align new products and marketing communications with the shifting demographics in the category could see success. This includes addressing new users entering the category earlier along with the needs and interests of multicultural consumer groups. Lastly, tapping into women’s interest in longer-lasting and more professional results as well as men’s convenience-driven mindset could boost category growth.

For the purposes of this report, the shaving and hair removal market has been segmented as follows:
Disposable and non-disposable razors—men’s and women’s
Replacement blades and cartridges for non-disposable razors
Shaving creams and gels
Depilatory creams/lotions and waxing products designed for home use
Excluded from the market size, segment performance, and brand sections of this report are:
Electric shavers, trimmers, and grooming scissors
Aftershave, skin conditioners, and other products for post-shaving use
Professional/salon hair removal services.
However, usage of electric razors, trimmers, and skin treatment products are covered in the consumer sections of this report.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • 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
                          • 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
                            • 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
                              • Figure 4: Shaving and hair removal product usage, among men, August 2013
                            • Women rely on disposable razors, help drive segment growth
                              • Figure 5: Shaving and hair removal product usage, among women, August 2013
                            • Shoppers looking for professional, longer-lasting results
                              • Figure 6: Interest in top five new claims and benefits, August 2013
                            • What we think
                            • Issues and Insights

                                • 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

                                                    • Trend: Many Mes
                                                      • Trend: Prove It
                                                        • Mintel Futures: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Category growth sluggish
                                                              • Shaving and hair removal products expected to see minimal gains
                                                                • Sales and forecast of shaving and hair removal products
                                                                  • 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
                                                                    • Figure 9: Total US sales and fan chart forecast of shaving and hair removal products, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Improving economy could lead to mixed results for the category
                                                                      • Figure 10: Usage of shaving and hair removal products, by income, August 2013
                                                                    • Hispanics are heaviest users of many shaving and hair removal products
                                                                      • 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

                                                                      • Professional hair removal services become more mainstream
                                                                        • Figure 12: Waxing treatments done at a salon, by gender, March 2012
                                                                        • Figure 13: Use of/attitudes toward professional hair removal among women, by age, May-June 2011
                                                                      • Skincare devices gain momentum
                                                                        • Figure 14: Interest in at-home hair removal devices, November 2012
                                                                      • Opportunities for the shaving and hair removal category:
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Disposable razors are strongest performing segment
                                                                            • Sales of shaving and hair removal, by segment
                                                                              • Figure 15: Total US retail sales of shaving and hair removal, by segment, 2011 and 2013 (est)
                                                                          • Segment Performance—Disposable Razors

                                                                            • Key points
                                                                              • Disposable razors drive category growth
                                                                                • Sales and forecast of disposable razors
                                                                                  • Figure 16: Total US retail sales and forecast of disposable razors, at current prices, 2008-18
                                                                              • Segment Performance—Non-disposable Razors and Refill Cartridges

                                                                                • Key points
                                                                                  • Non-disposable razor sales on the decline
                                                                                    • Sales and forecast of non-disposable razors
                                                                                      • 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
                                                                                        • Figure 18: Total US retail sales and forecast of refill cartridges, at current prices, 2008-18
                                                                                    • Segment Performance—Shaving Cream

                                                                                      • Key points
                                                                                        • Shaving cream remains on a flat sales path
                                                                                          • Sales and forecast of shaving cream
                                                                                            • Figure 19: Total US retail sales and forecast of shaving cream, at current prices, 2008-18
                                                                                        • Segment Performance—Depilatories

                                                                                          • Key points
                                                                                            • After years of volatility, depilatory sales are expected to stabilize
                                                                                              • Sales and forecast of depilatories
                                                                                                • Figure 20: Total US retail sales and forecast of depilatories, at current prices, 2008-18
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Other retail channels outperforming drug stores and supermarkets
                                                                                                    • Figure 21: Total US retail sales of shaving/hair removal products, by channel, at current prices, 2008-13
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • Procter & Gamble, Energizer dominate category share
                                                                                                      • BiC outperforming big players
                                                                                                        • Manufacturer sales of shaving and hair removal
                                                                                                          • Figure 22: Manufacturer sales of shaving and hair removal, 2012 and 2013
                                                                                                      • Brand Share—Disposable Razors

                                                                                                        • Key points
                                                                                                          • Gillette gaining ground in the segment while Schick struggles
                                                                                                            • BiC posts solid performance
                                                                                                              • Manufacturer sales of disposable razors
                                                                                                                • Figure 23: Manufacturer sales of disposable razors, 2012 and 2013
                                                                                                            • Brand Share—Non-disposable Razors

                                                                                                              • Key points
                                                                                                                • Branded products struggle while private label performs well
                                                                                                                  • Manufacturer sales of non-disposable razors
                                                                                                                    • Figure 24: Manufacturer sales of non-disposable razors, 2012 and 2013
                                                                                                                • Brand Share—Refill Cartridges

                                                                                                                  • Key points
                                                                                                                    • Mixed results from leading brands
                                                                                                                      • Private label struggles
                                                                                                                        • Manufacturer sales of refill cartridges
                                                                                                                          • Figure 25: Manufacturer sales of refill cartridges, 2012 and 2013
                                                                                                                      • Brand Share—Shaving Cream

                                                                                                                        • Key points
                                                                                                                          • Branded products see little growth
                                                                                                                            • Private label gains ground
                                                                                                                              • Manufacturer sales of shaving cream
                                                                                                                                • Figure 26: Manufacturer sales of shaving cream, 2012 and 2013
                                                                                                                            • Brand Share—Depilatories

                                                                                                                              • Key points
                                                                                                                                • Category leaders are struggling to grow
                                                                                                                                  • Private label is strongest performer in depilatories
                                                                                                                                    • Manufacturer sales of depilatories
                                                                                                                                      • Figure 27: Manufacturer sales of depilatories, 2012 and 2013
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • New product launch trends
                                                                                                                                      • Figure 28: Shaving and hair removal launches, by subcategory, 2008-13*
                                                                                                                                      • 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

                                                                                                                                                    • Theme: Co-branding
                                                                                                                                                      • Product examples
                                                                                                                                                        • Advertising examples
                                                                                                                                                          • Figure 30: Venus & Olay TV ad, 2012
                                                                                                                                                          • Figure 31: Venus & Olay Print ad, 2013
                                                                                                                                                        • Theme: Men are embracing facial hair
                                                                                                                                                            • Figure 32: Beardvertising website, 2013
                                                                                                                                                          • Theme: Men’s skincare expands into shaving
                                                                                                                                                            • Brand examples
                                                                                                                                                              • Advertising examples
                                                                                                                                                                • Figure 33: Dove soothe your skin commercial, 2013
                                                                                                                                                                • Figure 34: Aveeno Active Naturals print ad, 2013
                                                                                                                                                              • Theme: Subscription services
                                                                                                                                                                • Advertising examples
                                                                                                                                                                  • Figure 35: Dollar shave club, 2012
                                                                                                                                                                • Theme: Appeal to the opposite sex
                                                                                                                                                                    • Figure 36: Gillette ProGlide Styler print ad, 2013
                                                                                                                                                                • Social Media

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Key social media metrics
                                                                                                                                                                      • Figure 37: Key performance indicators, September 2013
                                                                                                                                                                    • Market overview
                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                        • Figure 38: Brand usage and awareness of men’s shaving and hair removal brands, August 2013
                                                                                                                                                                        • Figure 39: Brand usage and awareness of women’s shaving and hair removal brands, August 2013
                                                                                                                                                                      • Interaction with brands
                                                                                                                                                                        • Figure 40: Interaction with men’s shaving and hair removal brands, August 2013
                                                                                                                                                                        • Figure 41: Interaction with women’s shaving and hair removal brands, August 2013
                                                                                                                                                                      • Online conversations
                                                                                                                                                                        • 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?
                                                                                                                                                                        • Figure 43: Mentions, by page type, selected shaving and hair removal brands, March 17-Sept. 15, 2013
                                                                                                                                                                      • What are people talking about online?
                                                                                                                                                                        • Figure 44: Mentions by type of conversation, selected shaving and hair removal brands, March 17-Sept. 15, 2013
                                                                                                                                                                        • Figure 45: Major areas of discussion surrounding shaving and hair removal brands, March 17-Sept. 15, 2013
                                                                                                                                                                      • Brand analysis
                                                                                                                                                                        • Barbasol
                                                                                                                                                                          • Figure 46: Barbasol key social media indicators, September 2013
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Gillette for Men
                                                                                                                                                                              • Figure 47: Gillette for Men key social media indicators, September 2013
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Schick for Women
                                                                                                                                                                                  • Figure 48: Schick for Women key social media indicators, September 2013
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Gillette Venus
                                                                                                                                                                                      • Figure 49: Gillette Venus key social media indicators, September 2013
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Schick for Men
                                                                                                                                                                                          • Figure 50: Schick for men key social media indicators, September 2013
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Skintimate
                                                                                                                                                                                              • Figure 51: Skintimate key social media indicators, September 2013
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                              • Usage—Men

                                                                                                                                                                                                • 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
                                                                                                                                                                                                      • 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
                                                                                                                                                                                                      • Figure 53: Where shaving products are used—Any removal, among men by age, August 2013
                                                                                                                                                                                                  • Usage—Women

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Majority of women use disposable razors
                                                                                                                                                                                                        • Young women drive usage of most shaving and hair removal products
                                                                                                                                                                                                          • Figure 54: Shaving and hair removal product usage, among women by age, August 2013
                                                                                                                                                                                                        • Most women remove hair on their underarms, legs
                                                                                                                                                                                                          • Figure 55: Where shaving products are used—Any removal, among women by age, August 2013
                                                                                                                                                                                                      • Brands and Formats Used

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Gillette most used razor brand among men and women
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • Figure 58: Brands of shaving cream used, by gender and age, January 2012-March 2013
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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
                                                                                                                                                                                                            • 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

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Young women motivated by price, but seek customized hair removal options
                                                                                                                                                                                                              • Young men seek products within the same brand
                                                                                                                                                                                                                • Figure 64: Shopping for shaving products, by gender and age, August 2013
                                                                                                                                                                                                              • Income bears little impact on how consumers shop the category
                                                                                                                                                                                                                • Figure 65: Shopping for shaving products, by household income, August 2013
                                                                                                                                                                                                            • Interest in Shaving and Hair Removal Features Based on Price

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Respondents willing to spend for improved performance
                                                                                                                                                                                                                  • Figure 66: Interest in new claims and benefits, August 2013
                                                                                                                                                                                                                • Young shoppers express the highest levels of interest in new benefits
                                                                                                                                                                                                                    • 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

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Consumers put off hair removal, and replacing razors
                                                                                                                                                                                                                      • Young women want professional results
                                                                                                                                                                                                                        • Some women think men’s products work better
                                                                                                                                                                                                                          • Figure 69: Attitudes toward shaving and hair removal, by gender and age, August 2013
                                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Hispanics are highly engaged in the category, though price is a factor
                                                                                                                                                                                                                            • Figure 70: Shaving and hair removal product usage, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                              • Figure 72: Shopping for shaving products, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                              • Figure 73: Interest in new claims and benefits—Interested and willing to pay, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                          • Consumer Segmentation

                                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                                              • Figure 75: Shaving and hair removal product usage, by target clusters, August 2013
                                                                                                                                                                                                                                              • Figure 76: Where shaving products are used—Any removal, by target clusters, August 2013
                                                                                                                                                                                                                                              • Figure 77: Shopping for shaving products, by target clusters, August 2013
                                                                                                                                                                                                                                              • Figure 78: Interest in new claims and benefits—Interested and willing to pay, by target clusters, August 2013
                                                                                                                                                                                                                                              • Figure 79: Attitudes toward shaving and hair removal, by target clusters, August 2013
                                                                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                                                                              • Figure 80: Target clusters, by demographics, August 2013
                                                                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                                                                            • Key Household Purchase Measures—Information Resources Inc. Builders Panel Data

                                                                                                                                                                                                                                                • Disposable razors
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • 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
                                                                                                                                                                                                                                                        • 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
                                                                                                                                                                                                                                                            • 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
                                                                                                                                                                                                                                                              • 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
                                                                                                                                                                                                                                                                  • 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
                                                                                                                                                                                                                                                                    • 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

                                                                                                                                                                                                                                                                  • Retail channels
                                                                                                                                                                                                                                                                    • Figure 87: Total US retail sales of shaving/hair removal products, by channel, at current prices, 2011-13
                                                                                                                                                                                                                                                                  • Usage
                                                                                                                                                                                                                                                                    • Figure 88: Shaving and hair removal product usage, by gender, August 2013
                                                                                                                                                                                                                                                                    • Figure 89: Shaving and hair removal product usage, by brand usage of shaving and hair removal products, August 2013
                                                                                                                                                                                                                                                                    • Figure 90: Shaving and hair removal product usage, by brand usage of shaving and hair removal products, August 2013
                                                                                                                                                                                                                                                                    • Figure 91: Where shaving products are used, August 2013
                                                                                                                                                                                                                                                                  • Brands and formats used
                                                                                                                                                                                                                                                                    • Figure 92: Brands used of razors, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                                                                                    • Figure 93: Brands used of disposable razors, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                                                                                    • Figure 94: Brands of shaving cream used, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                                                                                    • Figure 95: Brands used of hair removal products, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                                                                                  • Shopping for shaving and hair removal products
                                                                                                                                                                                                                                                                    • Figure 96: Shopping for shaving products, by gender, August 2013
                                                                                                                                                                                                                                                                  • Interest in shaving and hair removal features based on price
                                                                                                                                                                                                                                                                    • Figure 97: Interest in new claims and benefits—Interested and willing to pay, by gender, August 2013
                                                                                                                                                                                                                                                                    • Figure 98: Interest in new claims and benefits—Interested and willing to pay, by household income, August 2013
                                                                                                                                                                                                                                                                    • Figure 99: Interest in new claims and benefits—Interested and not willing to pay, by gender, August 2013
                                                                                                                                                                                                                                                                  • Attitudes toward shaving and hair removal
                                                                                                                                                                                                                                                                    • Figure 100: Attitudes toward shaving and hair removal, by gender, August 2013
                                                                                                                                                                                                                                                                    • Figure 101: Attitudes toward shaving and hair removal, by household income, August 2013
                                                                                                                                                                                                                                                                    • Figure 102: Attitudes toward shaving and hair removal, by race/Hispanic origin, August 2013
                                                                                                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                    • Figure 105: Schick for Women usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 106: Skintimate usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                    • Figure 109: Schick for Men usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 110: Barbasol usage or awareness, by demographics, August 2013
                                                                                                                                                                                                                                                                  • Activities done
                                                                                                                                                                                                                                                                    • Figure 111: Activities done, women’s shaving and hair removal brands, August 2013
                                                                                                                                                                                                                                                                    • Figure 112: Gillette Venus—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 113: Schick for Women—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 114: Skintimate—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 115: Activities done, men’s shaving and hair removal brands, August 2013
                                                                                                                                                                                                                                                                    • Figure 116: Gillette for Men—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 117: Schick for Men—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                    • Figure 118: Barbasol—Activities done, by demographics, August 2013
                                                                                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                                                                                    • 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
                                                                                                                                                                                                                                                                    • Figure 122: Major areas of discussion surrounding shaving and hair removal brands, March 17-Sept. 15, 2013
                                                                                                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                                                                                                  • Consumer confidence
                                                                                                                                                                                                                                                                    • Figure 123: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                                  • Unemployment
                                                                                                                                                                                                                                                                    • Figure 124: US unemployment rate, by month, 2002-13
                                                                                                                                                                                                                                                                    • Figure 125: US unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                                    • Figure 126: Number of employed civilians in the US, in thousands, 2007-13
                                                                                                                                                                                                                                                                  • Racial, ethnic population growth
                                                                                                                                                                                                                                                                      • Figure 127: US population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                      • Figure 128: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                    • Shifting US demographics
                                                                                                                                                                                                                                                                      • Figure 129: US population, by age, 2008-18
                                                                                                                                                                                                                                                                      • Figure 130: US households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                                  • Appendix – Information Resources Inc. Builders Panel Data Definitions

                                                                                                                                                                                                                                                                      • Information Resources Inc. Consumer Network Metrics
                                                                                                                                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                                                                        • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                                        • Global Gillette
                                                                                                                                                                                                                                                                        • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                        • Procter & Gamble USA

                                                                                                                                                                                                                                                                        Shaving and Hair Removal Products - US - October 2013

                                                                                                                                                                                                                                                                        £3,277.28 (Excl.Tax)