WWD.com/beauty-industry-news/health-beauty-aids/hair-removal-products-grow-sales-for-beauty-retailers-7165203/
government-trade
government-trade

Hair Removal Products Grow Sales for Beauty Retailers

In contrast to the Nineties, when items such as hair-growth brand Rogaine sparked sales, the mantra today is eliminating hair.

No No's Pro series.

NEW YORK — Retailers are growing sales with products that remove hair.

In contrast to the Nineties, when items such as hair-growth brand Rogaine sparked sales, the mantra today is eliminating hair.

Depilatory and waxing product sales are up — averaging a 7 percent gain each quarter, according to SymphonyIRI data. But the biggest sales burst is coming from gadgets used by both men and women to remove hair.

Confident with power appliances such as Clarisonic, some merchants said hair removal is a natural transition. What’s interesting, said buyers, is that demand is strong in all channels.

Ulta, HSN, Bed Bath & Beyond and direct marketers are among those getting a head start on hair-removal devices. Ulta’s senior vice president of merchandising Janet Taake singled out “high-tech” beauty as a big growth area for the retailer.

One of the briskest movers in hair removal has been the No No collection, which is now rolling out two Pro versions called Pro 3 and Pro 5.

The Pro joins several other models of No No, which bowed in 2006 and has sold more than four million units worldwide. The Pro versions bring even faster and more effective hair removal, according to the company.

The Pro series devices use a patented Pulsed Thermicon technology for faster and easier removal. They are designed especially for those with thick, coarse hair. The machine has three speeds packing 30 percent more power than other models, such as the Classic, the 8800 and Hair Plus.

The Pro 3 model retails for $290 and the Pro 5 for $310.  Different models of the brand are sold at doors ranging from Neiman Marcus to Bed Bath & Beyond. Also, the product is sold via direct marketing, such as infomercials and online.

Other hair-removal items getting the nod from merchants include HairMax, Tria, Me Smooth and the Silk’n SensEpil home hair-removal devices.

According to research from Kline & Co., beauty device sales exceeded $800 million in 2012, almost a 20 percent climb over 2011.

Transparency Market Research, another sales-tracking company, said the total skin-care devices market (including professional devices used for microdermabrasion, liposuction, LED therapy, dermatoscopes, skin rejuvenation, cellulite reduction, skin tightening, body contouring and hair removal) is expected to reach $10.7 billion globally in 2018, up from $5.4 billion in 2011. Transparency pegs a growth rate of 10 percent annually, fueled by technological advancements and growing acceptance of the procedures.