According to market research company Mintel's database, the category's growth is being driven by strong sales in products that are tapping into the booming natural and organics market while actively promoting anti-animal testing. "The use of botanical/herbal ingredients continues to be the most widespread positioning within the sub-category, as manufacturers tap into the fact that consumers are increasingly attracted to more natural and 'better for you' products" a spokesperson said. Market research company, Organic Monitor stated that the European market for natural and organic products is estimated to be growing at 20 per cent a year, and set to surpass a value of €1bn, depilatory manufacturers are now tuning into the consumer desire for products 'which appear more natural and traditional rather than industrial and artificial in origin.' Following this trend, Maverick launched a warm wax in Spain, based on resins of beeswax, almond oil and marigold. Likewise, GlaxoSmithKline used Greece as the launch pad for its Strep Relax Depilatory strips. The strips were made from extracts of marine algae that are known for skin balancing properties and Vitamin E extracts that leave the skin with a soft feel. Likewise, the trend is also growing within the US depilatory market, with American International Industries releasing Honey Wax Strips under the Surgi Wax brand. The honey extracts are said to help remove the hairs straight from the root. Depilatory products have also been growing increasingly popular for men in recent years, but this has meant that many men have had to settle for products marketed towards women. Newly launched products in this category for men are being marketed on the strengths of bolder, more masculine packaging, as well as the fact that they have been developed to cater for the more specific needs of coarser hair. In the USA Sally Hanson released Maximum Strength Hair Removal Strips and Lotion under its Hanson for Men brand names, whilst releasing Hair Remover for Men in the UK market. However, following a dramatic increase in depilatory products in the second quarter of 2006, manufacturers are now attempting to stay abreast of competition by releasing products that not only tap into the organic market, but are also breaking into micro-segmentation in a bid to entice the fickle consumer. Deodorant manufacturers are beginning to capitalise on the trend and are creating under arm products that also contain hair retardant ingredients. IBR Dormin, invented and manufactured by IBR and distributed by worldwide fragrance and cosmetic manufacturer Symrise, is a narcissus bulb extract said to decrease hair growth by slowing down cell proliferation - marketed for use in under arm products.
Manufacturers are gearing up for the impending summer season by launching innovative products that tap into the growing depilatory trend currently gripping the personal care industry.