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Shaving and Hair Removal Products - US - September 2014

“Today’s shaving and hair removal product consumer wants convenience and economy. Although the biggest innovations came in cartridge razors, the only segment to grow in the last two years was disposable razors, as consumers demonstrate a continual willingness to use products that are “good enough” and affordable, rather than the best products on the market.”
– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report looks at the following areas:

  • Disposables are good enough; premium is not worth the price
  • Hair removal services going mainstream among young consumers
  • Depilatories have developed a bad odor
  • Consumers are generally unengaged in the shaving category, not interested in "doing it right" or following a regimen
The $4.0 billion shaving and hair removal products market has seen sales decline in recent years as consumers trade down from cartridge razor systems to disposables, and use of shaving creams and depilatory products remains inconsistent. However, substantial differences in attitudes toward shaving based on consumer age, gender, ethnicity, and employment status offer hope for marketers to discover new niches in which to garner greater product interest.
 

For the purposes of this report, the shaving and hair removal market has been segmented as follows:

 

  • Disposable and cartridge (non-disposable) razors – men's and women's

  • Replacement blades and cartridges for cartridge (non-disposable) razors

  • Shaving creams and gels

  • Depilatory creams/lotions and waxing products designed for home use

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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
                • Executive Summary

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of the shaving and hair removal products market, at current prices, 2009-19
                    • Segment Performance
                      • Figure 2: US retail sales of shaving and hair removal products market, by segment share, 2014
                      • Figure 3: Total US retail sales of shaving and hair removal products, by segment, at current prices, 2012 and 2014
                    • Key players
                      • 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
                        • Figure 5: Use of shaving and hair removal products, by gender, July 2014
                      • Younger respondents more likely to use professional hair removal services
                        • Figure 6: Use of professional hair removal services, by age, July 2014
                      • Respondents seek a simplified shaving experience
                        • 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
                        • Figure 8: Attitudes toward shaving and hair removal, by gender, July 2014
                      • What we think
                      • Issues and Insights

                          • 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

                                                    • Trend: Life Hacking
                                                      • Trend: Prepare for the Worst
                                                        • Trend: Sense of the Intense
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of shaving and hair removal products
                                                              • 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
                                                              • 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

                                                              • Key points
                                                                • Aging population, less inclined to remove hair, is growing
                                                                  • Figure 12: Population by age, 2009-19
                                                                • Growing Hispanic population is a boon to the shaving market
                                                                  • Figure 13: Population by race and Hispanic origin, 2009-19
                                                                • Macroeconomic trends provide a favorable environment for shaving products purchase
                                                                  • 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
                                                                  • Figure 16: Household income distribution, US, 2012
                                                                • New product activity stabilizes
                                                                  • Beach trips may drive incremental shaving
                                                                    • Figure 17: Beach attendance in the US, 2009-13
                                                                • Competitive Context

                                                                  • 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
                                                                        • 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
                                                                        • Figure 19: Attitudes toward shaving and hair removal, by gender and age, July 2014
                                                                      • Younger consumers more likely to use professional hair removal services
                                                                        • Figure 20: Use of professional hair removal services, by age, July 2014
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Shavers replace cartridges with disposables
                                                                          • Systems, shave prep, and depilatories also slip
                                                                            • Sales of shaving and hair removal products, by segment
                                                                              • 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

                                                                            • Key points
                                                                              • Mid-range and older cartridges lag in sales behind newer, premium products
                                                                                • Sales and forecast of cartridges
                                                                                  • 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
                                                                                    • Figure 23: Total US sales and forecast of cartridge razors, at current prices, 2009-19
                                                                                  • Premium vs standard cartridge razor sales
                                                                                    • Figure 24: Total US retail sales and forecast of cartridge razors at current prices, by price point, 2009-19
                                                                                • Segment Performance – Disposable Razors

                                                                                  • Key points
                                                                                    • Improving performance and perceived value drive growth
                                                                                      • Sales and forecast of disposable razors
                                                                                        • Figure 25: Total US sales and forecast of disposable razors, at current prices, 2009-19
                                                                                    • Segment Performance – Shaving Cream

                                                                                      • Key points
                                                                                        • No-frills shaving creams from big brands dominate shaving cream category
                                                                                          • Sales and forecast of shaving cream
                                                                                            • Figure 26: Total US sales and forecast of shaving cream, at current prices, 2009-19
                                                                                        • Segment Performance – Depilatories

                                                                                          • Key points
                                                                                            • Flagging depilatories market continues to fall off
                                                                                              • Sales and forecast of depilatories
                                                                                                • Figure 27: Total US sales and forecast of depilatories, at current prices, 2009-19
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Sales fall across channels, but the balance are still sold through mass merchandisers
                                                                                                  • 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
                                                                                                  • Figure 29: US supermarket sales of shaving and hair removal products, at current prices, 2009-14
                                                                                                • Drugstores should capitalize on convenience and impulse purchasing
                                                                                                  • 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
                                                                                                  • Figure 31: US sales of shaving and hair removal products, through other retail channels, at current prices, 2009-14
                                                                                              • Leading Companies

                                                                                                • 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
                                                                                                        • Figure 32: Manufacturer sales of shaving and hair removal products market, 2013 and 2014
                                                                                                    • Brand Share – Cartridges and Cartridge Razors

                                                                                                      • Key points
                                                                                                        • Struggles in the mid-range market for cartridges
                                                                                                          • Manufacturer sales of cartridges
                                                                                                            • 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
                                                                                                              • 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

                                                                                                            • 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
                                                                                                                    • 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

                                                                                                                  • Key points
                                                                                                                    • Shaving cream consumers reward relevant innovation
                                                                                                                      • Manufacturer sales of shaving cream
                                                                                                                        • 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

                                                                                                                      • Key points
                                                                                                                        • Ethnic-oriented depilatories exhibit some growth, waxing brands wane
                                                                                                                          • Manufacturer sales of depilatories
                                                                                                                            • 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

                                                                                                                          • Most new products are shaving preparations
                                                                                                                            • Figure 42: Share of shaving and hair removal products launched, by segment, 2009-14
                                                                                                                          • Procter and Gamble leads new product launches nearly every year
                                                                                                                            • 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

                                                                                                                                    • Overview of the brand landscape
                                                                                                                                      • Webisodes, fashion, and educational content
                                                                                                                                        • Gillette “stories” engage and embarrass while teaching about hair removal
                                                                                                                                          • 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”
                                                                                                                                          • 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
                                                                                                                                          • Figure 46: Gillette, 100 Years of Hair, June 2014
                                                                                                                                        • Deep online shopping content from Gillette
                                                                                                                                          • Figure 47: Gillette product feature comparisons on amazon.com, August 2014
                                                                                                                                        • New shaving technology
                                                                                                                                          • Gillette introduces “Powerball” with tangential stories
                                                                                                                                            • Figure 48: Gillette, First Girlfriend vs. First Real Girlfriend, 2014
                                                                                                                                          • Blurring the benefits of disposables and cartridges
                                                                                                                                            • Figure 49: Schick, Flowers: Schick Hydro Silk Disposables, 2014
                                                                                                                                          • Challenging the category norms
                                                                                                                                            • Ethnic affinity advertising for depilatory products
                                                                                                                                              • Figure 50: Softsheen-Carson, Up Your Game – Absolute Fit, 2014
                                                                                                                                            • Disposable razors as colorful “accessories,” promoting brand spirit
                                                                                                                                              • 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

                                                                                                                                              • Key findings
                                                                                                                                                • Market overview
                                                                                                                                                  • Key social media metrics
                                                                                                                                                    • Figure 53: Key social media metrics for select shaving and hair removal brands, August 2014
                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                    • Figure 54: Brand usage and awareness for select shaving and hair removal brands, July 2014
                                                                                                                                                  • Interactions with shaving and hair removal brands
                                                                                                                                                    • 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
                                                                                                                                                            • 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
                                                                                                                                                            • Figure 58: conversations around select shaving and hair removal brands, by page type, Aug. 18, 2013-Aug. 17, 2014
                                                                                                                                                          • What people are talking about
                                                                                                                                                            • Figure 59: Topics of online conversation around select shaving and hair removal brands, Aug. 18, 2013-Aug. 17, 2014
                                                                                                                                                        • Hair Removal

                                                                                                                                                          • Key points
                                                                                                                                                            • Legs, underarms, pubic region, and head lead in body hair removal
                                                                                                                                                              • Figure 60: Body hair removal, by gender, July 2014
                                                                                                                                                              • Figure 61: Body hair removal, by age, July 2014
                                                                                                                                                            • Opportunity to target shaving enthusiasts
                                                                                                                                                              • Figure 62: Body hair removal cross analysis, July 2014
                                                                                                                                                            • Both men and women are keen on facial hair removal
                                                                                                                                                              • Figure 63: Facial hair removal, by gender, July 2014
                                                                                                                                                              • Figure 64: Facial hair removal, by age, July 2014
                                                                                                                                                            • Intensity of hair removal
                                                                                                                                                              • Figure 65: Body and facial hair removal, by hair removal groups, July 2014
                                                                                                                                                          • Use of Shaving and Hair Removal Products

                                                                                                                                                            • Key points
                                                                                                                                                              • Women use a wider variety of shaving and hair removal products
                                                                                                                                                                • Figure 66: Use of shaving and hair removal products, by gender, July 2014
                                                                                                                                                              • Older consumers are an untapped market
                                                                                                                                                                • 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
                                                                                                                                                                • 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
                                                                                                                                                                • 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
                                                                                                                                                                • 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
                                                                                                                                                                • Figure 71: Use of shaving and hair removal products, by hair removal groups, July 2014
                                                                                                                                                            • Use of Professional Hair Removal Services

                                                                                                                                                              • Key points
                                                                                                                                                                • Most consumers do not use professional hair removal services
                                                                                                                                                                  • Figure 72: Use of professional hair removal services, by gender, July 2014
                                                                                                                                                                  • Figure 73: Use of professional hair removal services, by age, July 2014
                                                                                                                                                                  • Figure 74: Use of professional hair removal services, by household income, July 2014
                                                                                                                                                                  • Figure 75: Use of professional hair removal services, by employment status, July 2014
                                                                                                                                                                • Heavy hair removers only slightly more likely to use professional services
                                                                                                                                                                  • Figure 76: Use of professional hair removal services, by hair removal groups, July 2014
                                                                                                                                                              • Interest in Shaving and Hair Removal Products

                                                                                                                                                                • Key points
                                                                                                                                                                  • Women particularly interested in multitasking products, fewer shaving steps
                                                                                                                                                                    • Figure 77: Interest in shaving and hair removal products, by gender, July 2014
                                                                                                                                                                    • Figure 78: Interest in shaving and hair removal products, by age, July 2014
                                                                                                                                                                    • 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
                                                                                                                                                                    • Figure 81: Interest in shaving and hair removal products, by hair removal groups, July 2014
                                                                                                                                                                • Use of and Interest in Shaving Prep Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Sensitive and dye-free products less popular
                                                                                                                                                                      • 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
                                                                                                                                                                      • Figure 84: Shaving cream ingredient interests, by hair removal groups, July 2014
                                                                                                                                                                    • Women more likely not to use shaving cream
                                                                                                                                                                      • Figure 85: Shaving cream habits, by gender, July 2014
                                                                                                                                                                    • Youngest consumers cut corners with shave preparation products
                                                                                                                                                                      • Figure 86: Shaving cream habits, by age, July 2014
                                                                                                                                                                    • Men more interested in specially designed shaving creams
                                                                                                                                                                      • Figure 87: Shaving cream interests, by gender, July 2014
                                                                                                                                                                      • Figure 88: Shaving cream interests, by age, July 2014
                                                                                                                                                                      • Figure 89: Shaving cream interests, by use of professional hair removal services, July 2014
                                                                                                                                                                      • Figure 90: Shaving cream interests, by clean shaven preference, July 2014
                                                                                                                                                                      • Figure 91: Shaving cream interests, by hair removal groups, July 2014
                                                                                                                                                                  • Attitudes toward Hair Removal

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women feel more compelled to remove body hair
                                                                                                                                                                        • Figure 92: Attitudes toward hair removal, by gender, July 2014
                                                                                                                                                                      • Attitudes persist, but pressure to remove hair declines with age
                                                                                                                                                                        • Figure 93: Attitudes toward hair removal, by age, July 2014
                                                                                                                                                                      • Partners promote shaving
                                                                                                                                                                        • Figure 94: Attitudes toward hair removal, by marital status, July 2014
                                                                                                                                                                      • Heavy hair removers more fastidious about shaving
                                                                                                                                                                        • Figure 95: Attitudes toward hair removal, by hair removal groups, July 2014
                                                                                                                                                                      • Professional hair removal services more acceptable among the young
                                                                                                                                                                        • 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
                                                                                                                                                                        • Figure 98: Attitudes toward professional hair removal, by hair removal groups, July 2014
                                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Race reveals differences in areas shaved
                                                                                                                                                                          • Figure 99: Body hair removal, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Hispanics are the most active facial hair removers
                                                                                                                                                                          • Figure 100: Facial hair removal, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Hispanics keen on shaving cream and depilatories
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • Figure 103: Use of professional hair removal services, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Hispanic, Black, and Asian respondents keen on shaving product innovations
                                                                                                                                                                          • Figure 104: Interest in shaving and hair removal products, by race/Hispanic origin, July 2014
                                                                                                                                                                          • Figure 105: Shaving habits, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Hispanic, Black, and Asian respondents interested in specially designed shaving creams
                                                                                                                                                                          • Figure 106: Shaving cream interests, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Clean-shaven preferences less common among non-White respondents
                                                                                                                                                                          • Figure 107: Attitudes toward shaving and hair removal, by race/Hispanic origin, July 2014
                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                        • Hair Removal
                                                                                                                                                                          • Figure 108: Body hair removal, by gender and age, July 2014
                                                                                                                                                                          • Figure 109: Facial hair removal, by gender and age, July 2014
                                                                                                                                                                          • Figure 110: Facial hair removal, by employment status, July 2014
                                                                                                                                                                          • Figure 111: Facial hair removal, by clean shaven preference, July 2014
                                                                                                                                                                          • Figure 112: Body and facial hair removal cross analysis, July 2014
                                                                                                                                                                          • Figure 113: Facial hair removal cross analysis, July 2014
                                                                                                                                                                          • Figure 114: Body hair removal, by clean shaven preference, July 2014
                                                                                                                                                                        • Hair removal groups
                                                                                                                                                                          • Figure 115: Hair removal groups summary, July 2014
                                                                                                                                                                        • Use of shaving and hair removal products
                                                                                                                                                                          • Figure 116: Use of shaving and hair removal products, by gender, July 2014
                                                                                                                                                                          • Figure 117: Use of shaving and hair removal products, by age, July 2014
                                                                                                                                                                          • Figure 118: Use of shaving and hair removal products, by gender and age, July 2014
                                                                                                                                                                          • Figure 119: Use of shaving and hair removal products, by race/Hispanic origin, July 2014
                                                                                                                                                                          • Figure 120: Use of shaving and hair removal products, by employment status, July 2014
                                                                                                                                                                          • Figure 121: Use of shaving and hair removal products, by use of professional hair removal services, July 2014
                                                                                                                                                                          • Figure 122: Use of shaving and hair removal products, by clean shaven preference, July 2014
                                                                                                                                                                          • Figure 123: Use of shaving and hair removal products, by body hair removal locations, July 2014
                                                                                                                                                                          • Figure 124: Use of shaving and hair removal products, by facial hair removal locations, July 2014
                                                                                                                                                                        • Brands of shaving cream used
                                                                                                                                                                          • Figure 125: Brands of shaving cream used, by gender, January 2013-March 2014
                                                                                                                                                                          • Figure 126: Brands of shaving cream used, by age, January 2013-March 2014
                                                                                                                                                                          • Figure 127: Brands of shaving cream used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                          • Figure 128: Brands of shaving cream used, by household income, January 2013-March 2014
                                                                                                                                                                        • Brands of depilatory creams used
                                                                                                                                                                          • Figure 129: Brands of hair removal products used, by gender, January 2013-March 2014
                                                                                                                                                                          • Figure 130: Brands of hair removal products used, by age, January 2013-March 2014
                                                                                                                                                                          • Figure 131: Brands of hair removal products used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                          • Figure 132: Brands of hair removal products used, by household income, January 2013-March 2014
                                                                                                                                                                        • Use of professional hair removal services
                                                                                                                                                                          • Figure 133: Use of professional hair removal services, by gender, July 2014
                                                                                                                                                                          • Figure 134: Use of professional hair removal services, by age, July 2014
                                                                                                                                                                          • Figure 135: Use of professional hair removal services, by gender and age, July 2014
                                                                                                                                                                          • Figure 136: Body hair removal, by employment status, July 2014
                                                                                                                                                                          • Figure 137: Use of professional hair removal services, by household income, July 2014
                                                                                                                                                                          • Figure 138: Use of professional hair removal services, by race/Hispanic origin, July 2014
                                                                                                                                                                        • Use of and interest in shaving prep products
                                                                                                                                                                          • Figure 139: Shaving cream habits, by gender and age, July 2014
                                                                                                                                                                          • Figure 140: Shaving cream habits, by employment status, July 2014
                                                                                                                                                                          • Figure 141: Shaving cream interests, by gender and age, July 2014
                                                                                                                                                                          • Figure 142: Shaving cream interests, by employment status, July 2014
                                                                                                                                                                          • Figure 143: Shaving cream ingredient interests, by gender and age, July 2014
                                                                                                                                                                          • Figure 144: Shaving cream ingredient interests, by employment status, July 2014
                                                                                                                                                                          • Figure 145: Attitudes toward professional hair removal, by gender and age, July 2014
                                                                                                                                                                          • Figure 146: Attitudes toward professional hair removal, by use of professional hair removal services, July 2014
                                                                                                                                                                          • Figure 147: Shaving cream ingredient interests, by race/Hispanic origin, July 2014
                                                                                                                                                                          • Figure 148: Types of shaving cream used, by gender, January 2013-March 2014
                                                                                                                                                                          • Figure 149: Types of shaving cream used, by age, January 2013-March 2014
                                                                                                                                                                          • Figure 150: Shaving cream ingredient interests, by use of professional hair removal services, July 2014
                                                                                                                                                                          • Figure 151: Shaving habits, by hair removal groups, July 2014
                                                                                                                                                                          • Figure 152: Forms of shaving cream used, by gender, January 2013-March 2014
                                                                                                                                                                          • Figure 153: Forms of shaving cream used, by age, January 2013-March 2014
                                                                                                                                                                          • Figure 154: Forms of shaving cream used, by race/Hispanic origin, January 2013-March 2014
                                                                                                                                                                        • Attitudes toward hair removal
                                                                                                                                                                          • Figure 155: Clean-shaven preference summary, July 2014
                                                                                                                                                                          • Figure 156: Clean-shaven preference, by hair removal groups, July 2014
                                                                                                                                                                          • Figure 157: Attitudes toward professional hair removal, by gender, July 2014
                                                                                                                                                                          • Figure 158: Use habits of professional hair removal services, by gender, July 2014
                                                                                                                                                                          • Figure 159: Attitudes toward professional hair removal, by household income, July 2014
                                                                                                                                                                          • Figure 160: Attitudes toward professional hair removal, by employment status, July 2014
                                                                                                                                                                          • Figure 161: Attitudes toward professional hair removal, by clean shaven preference, July 2014
                                                                                                                                                                      • Appendix – Social Media

                                                                                                                                                                        • Brand usage or awareness
                                                                                                                                                                          • Figure 162: Brand usage or awareness, July 2014
                                                                                                                                                                          • Figure 163: Brand usage or awareness, July 2014
                                                                                                                                                                          • Figure 164: BiC Soleil usage or awareness, by demographics, July 2014
                                                                                                                                                                          • Figure 165: Veet usage or awareness, by demographics, July 2014
                                                                                                                                                                          • Figure 166: Nair usage or awareness, by demographics, July 2014
                                                                                                                                                                          • Figure 167: BiC usage or awareness, by demographics, July 2014
                                                                                                                                                                          • Figure 168: Edge usage or awareness, by demographics, July 2014
                                                                                                                                                                          • Figure 169: Gillette usage or awareness, by demographics, July 2014
                                                                                                                                                                        • Activities done
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • 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
                                                                                                                                                                          • Figure 179: Gillette – Activities done – I have researched the brand on social media to, by demographics, July 2014
                                                                                                                                                                        • Key social media metrics
                                                                                                                                                                          • Figure 180: Key social media metrics for select shaving and hair removal brands, August 2014
                                                                                                                                                                        • Online conversations
                                                                                                                                                                          • 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

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

                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                            Shaving and Hair Removal Products - US - September 2014

                                                                                                                                                                            US $3,995.00 (Excl.Tax)