A Year of Innovation in the Shaving, Depilatory and Deodorant Market 2022
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Beautifying and skincare-focused formulas/concepts and inclusive innovations are adding value to the shaving/depilatory and deodorant markets. Dionne Officer, Research Analyst - BPC Innovation…

A Year of Innovation in the Shaving, Depilatory and Deodorant Market 2022

£ 2,195 (Excl.Tax)


Explore the latest innovations globally across the Shaving, Depilatory and Deodorant markets in 2022.



Shaving innovation will further blur with skincare by calling out skin-friendly ingredients and offering more post-shave or depilation products.

Brands can tap into diversity and inclusion trends by better targeting ethnic minorities and aligning with gender inclusive and empowerment trends.



Skincare and beautifying brands can expand, especially in deodorants, to meet the notable consumer interest in caring for underarm skin by focusing on shaving trends such as evening out skin tone and smoothing skin.

Upcoming deodorant innovation will see mood-enhancing scents advertised on packaging to help add value and elevate deodorant and hair removal routines.


In the Americas

NPD can look beyond established functional claims such as durable odour removal, and harness deodorant trends including better skincare and sensory attributes.

The spotlight on DEI is inspiring shaving and deodorant brands to better connect with marginalised consumers. However, brands need to ensure that inclusivity strategies aren’t superficial.


Expert Analysis from a Specialist in the Field

This report, written by Dionne Officer, a leading analyst in the BPC market, delivers in-depth commentary and analysis to highlight global shaving and deodorant innovation and add expert context to the numbers.

Beautifying and skincare-focused formulas/concepts and inclusive innovations are adding value to the shaving/depilatory and deodorant markets.”

Dionne Officer
BPC Innovation

Table of Contents


    • Europe: blur with skincare and also provide care post-hair-removal
    • Graph 1: shaving & depilatory launches, by select skin caring claims, 2017-18 vs 2021-22
    • Europe: navigate around DEI trends
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: place a bigger focus on beautifying/skincare benefits
    • Graph 2: shaving/depilatory and deodorant innovation, by select skin-friendly claims, 2017-18 vs 2021-22
    • Asia: call attention to mood-enhancing fragrances
    • Graph 3: deodorant launches by top 5 fragrance component groups, 2017-18 vs 2021-22
    • Australia & New Zealand
    • Graph 4: shaving, depilatory and deodorant launches by select top or fast-growing claims, 2017-18 vs 2021-22
  3. the americas

    • North America: enhance the shaving/hair removal and deodorant experience
    • Graph 5: top skincare claims, shaving and depilatory products, 2017 vs 2022
    • North America: consumers expect more inclusive innovation
    • Graph 6: shaving/depilatory and deodorant launches, by gendered claims, 2017-22
    • Latin America: hair removal/shaving innovation blurs with skincare
    • Graph 7: shaving/depilatory and deodorant launches, by select beauty enhancing/skincare claims, 2017-18 vs 2021-22

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Year of Innovation Sample Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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