Explore the latest global innovations across the global shaving, depilatory and deodorant market in 2023. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Shaving Innovation – EMEA

NPD is elevating the focus on scent, especially in deodorants, to command a higher price. This is key given the interest in deodorant that is designed to be used in place of fragrances.

Brands have the opportunity to meet the interest in convenience by promising durable odor protection, easy use on specific hair types and an ability to reduce ingrown hairs.

  • 56% of UK adults who use deodorant/antiperspirant would be interested in a deodorant that’s designed to be used in place of fragrance.

Innovation in Shaving Depilatory and Deodorant – APAC

Shaving innovation can benefit from focusing on efficacy to resonate with results-driven consumers; focus on inhibiting hair growth and multifunctional benefits such as cleansing, exfoliating, brightening.

  • 68% of adults in Thailand would like to try deodorant/antiperspirant products that offer over 24 hours of protection from sweat and odour.

Shaving Innovation – Americas

‘Skinification’ trends continue to inspire innovation in deodorants as brands call out the use of skincare ingredients benefits.

Shaving and hair removal brands can innovate by targeting people who are willing to pay a premium for convenience by allaying issues such as razor blades clogging with hair debris.

  • 57% of US adults have tried or are interested in trying deodorant with popular facial skincare ingredients.

To discover more about A Year of Innovation in Shaving, Depilatory and Deodorant Market Report 2023, read The Future of Shaving, Depilatory and Deodorants Market Report 2023or take a look at our extensive Global Grooming Market Research.

Expert Analysis from a BPC Analyst

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

Standout innovations focus on convenience, fragrance and efficacy and continue to blur with skincare. Fun collaborations and AI concepts disrupt the category.

Dionne Officer
Research Analyst

Table of Contents


    • Europe: scent continues to inspire innovation
    • Europe: innovation appeals to convenience-focused consumers
    • Graph 1: deodorant launches by select convenient claims, 2018-19 vs 2022-23
    • Graph 2: shaving & depilatory launches, by select convenient claims, 2018-19 vs 2022-23
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: demonstrate superior efficacy to instil trust
    • Graph 3: shaving & depilatory launches, by select functional claims*, 2018-19 vs 2022-23
    • Graph 4: deodorant launches, by select functional and convenience claims, 2018-19 vs 2022-23
    • Asia: ‘for sensitive skin’ claims continue to resonate with consumers
    • Graph 5: shaving & depilatory and deodorant launches, by select sensitive skin claims, 2018-19 vs 2022-23
    • Australia & New Zealand (ANZ)
  3. the americas

    • North America: continue to elevate the focus on skincare
    • Graph 6: shaving & depilatory launches, by select skincare-focused claims, 2018-19 vs 2022-23
    • Graph 7: deodorant launches, by select skincare-focused claims, 2018-19 vs 2022-23
    • North America: drive purchase by focusing on convenience
    • Graph 8: shaving & depilatory launches by select convenience claims, 2018-19 vs 2022-23
    • Graph 9: deodorant launches, by select convenience claims, 2018-19 vs 2022-23
    • Latin America: bring a sense of enjoyment to shaving & depilatory and deodorant

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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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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