Explore the latest innovation in deodorants and shaving products in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the deodorants and shaving and hair removal products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global deodorants, shaving and depilatory market. Understanding innovation in skincare has never been so easy.
To discover more about the global deodorants, shaving and depilatory markets, read Mintel’s The Future of Shaving, Depilatory and Deodorant or take a look at Mintel’s extensive personal care market research.
Meet The Expert
This report is written by Mintel’s Beauty and Personal Care Analyst, Shiyan Zering. Shiyan joined Mintel in 2022, writing UK reports on beauty, personal care, and OTC categories. She has over six years of previous experience in the colour cosmetics sector, in both consumer and artistry-facing roles.
New product development centred on sustainability and skincare has enhanced value propositions within the deodorant and hair removal categories.
Shiyan Zering
Beauty and Personal Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- The Future of Shaving & Depilatory and Deodorant
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Europe, Middle East & Africa (EMEA)
- Europe: infuse skincare into hair removal routines
- Appeal to users seeking skincare benefits
- Improve skincaring claims in shaving/depilatory
- Graph 1: share of shaving and depilatory launches carrying select beauty-enhancing claims, 2019-20 vs 2023-24
- NPD promotes skincare practices in hair removal
- Be inspired by skincare formats
- Europe: replenish the consumer demand for sustainable deodorants
- Consumers are driven by sustainability concerns
- Refills are less established in deodorants
- Graph 2: share of deodorant launches carrying select sustainability claims, 2019-24
- Create enjoyment via refills
- Consider bamboo materials for shaving products
- The Middle East & Africa (MEA)
- Standout innovation focused on scent and efficacy
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Asia Pacific (APAC)
- Asia: appeal to experience-seeking consumers
- Consider the emotional connection to fragrance
- Graph 3: motivations behind wearing fragrance**, 2024
- Expand scent notes in hair removal beyond the norm…
- Graph 4: share of shaving and depilatory launches with select fragrance notes (top 10 based on 2023-24), 2022-24
- …while doing the same for deodorants
- Graph 5: share of deodorant launches with select fragrance notes (top 10 based on 2023-24), 2022-24
- Scented NPD has an icy twist
- Asia: hone in on functional claims
- Learn from bodycare routines
- Select functional claims have room to grow
- Graph 6: share of deodorant launches carrying select functional claims, 2019-24
- Deodorants blur beauty-enhancing and functional claims…
- …while niche hair removal launches look to inhibit hair growth
- Australia & New Zealand
- Standout NPD promotes natural and organic ingredients
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The Americas
- North America: expand NPD for intimate areas
- Consumers are looking for intimate area solutions
- A missed opportunity to grow a niche claim
- Graph 7: share of shaving and depilatory launches carrying intimate claims*, 2019-24
- Create specialist products for all genders
- North America: cater to the demand for skin-friendly products
- Safety is a high priority
- Skin sensitivity claims are prevalent but still have room to grow
- Graph 8: deodorant launches carrying select skin-sensitivity claims, 2021-24
- Graph 9: share of shaving and depilatory launches carrying select skin-sensitivity claims, 2021-24
- NPD emphasises suitability on pack
- Aluminium-free innovation appeals to concerned consumers
- Latin America: tap into loyal male audiences
- Hotter climates call for specialised solutions
- Targeted male claims have declined
- Create products for men’s specific skin needs
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