French company launches odourless depilatory cream

By Simon Pitman

- Last updated on GMT

Related tags: Shaving

The main drawback of depilatory creams has always been the pungent odour. But French company Laurence Dumont believes it has come up with an odour-free hair removal cream.

Based in Agen, in the south of France, it has developed a new technology called Epil Absorb, which has the double benefit of having no bad smell while being based on natural plant extracts.

Developed in conjunction with another French company, Laboratoire Phodé - a specialist in olifactory and nutrional research and development - the primary goal was to develop a depilatory cream that smelled like any normal skin care product.

Using biotechnology, the two companies have developed a worldwide patent for the technology, which relies on the absorption of the odour at a molecular level by focusing on its mineral properties as a means of controlling odour pollution.

Smells like any other skin care product

Although the company cannot reveal detailed information about the technology, it is claimed to be just as effective as standard depliatory creams, non-toxic and with the benefit of light fragrancing, the resulting depliatory cream is said to smell like any body milk or similar product.

Although Laurence Dumont was established over 20 years ago as a manufacturer of fragrance and depliatory products, its sales have remained modest at €10m and only 10 per cent of that figure is derived from sales to overseas markets.

Company president Regis Lelong is hoping that the devleopment of the new Miss Epil depilatory range, based on the Epil Absorb technology, will change all of this by tapping into major international markets.

Targeting Japan and the US

"As well as the French market, we are looking to launch the product in Japan, where we have already established a representative office,"​ Lelong told CosmeticsDesign-Europe.com.

"Likewise we are also looking to launch in the US market, while in Europe we will be targeting the Belgium market, where we already have distribution, and at a later date we would like to focus on the UK and German markets."

Lelong said that the target user is the 18 to 25 age group who uses this type of product ‘on the hop’, mainly because they are fast and effective.

However, one of the frequently cited drawbacks of depilatory creams is the unpleasent smell from this type of product, which can be too strong to bear for some consumers.

Lelong says that, up until now, this has been a significant hurdle to the development of depilatory creams, which are otherwise more effective than shaving with electrical appliance and less hazardous.

Related topics: Market Trends

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