The application is one of many products and ingredients launched in the industry recently that taps into the growing trend observed in male grooming for increasingly diverse and targeted products.
According to BrazilianBack developer David Sullivan, men are looking for a product that they can use in the privacy of their own homes to remove their back hair.
“If you’re a man with back hair, it can have a huge impact your behavior,” says Sullivan.
“You don’t want to take your shirt off, swim in public or shower at the gym and back hair removal options such as lasers are expensive and shaving requires someone else’s help,” he added.
How it works
The kit features 8oz of cream containing ingredients like thioglycolate with aloe and other moisturizers to protect the skin, which is then applied to a specially designed garment that’s fastened to the body for eight minutes.
“The system is so easy to use,” says Sullivan. “It is totally painless and private, even your significant other doesn’t know when you use it.”
Furthermore, the company says the kit is a more efficient alternative then the razor, as with the latter, the hair is only cut at skin level, resulting in sharp stubble within a few days.
“With this kit, hair is removed far below the skin line resulting in long lasting smoothness and a thinner and softer tapered end," he explains.
Male grooming sector on the rise…
In the last year market researcher Mintel, reported that the number of men’s grooming product launches worldwide had risen sharply since 2008, while another study highlighted the fact that men are grooming themselves for self-assurance and more confidence.
Research into male hair care conducted by L’Oréal indicated a 50 percent rise in the number of men visiting salons to have their hair dyed.
The industry has seen numerous launches of hair care ingredients in particular in relation to the anti-aging category, including Divine Skin’s growth peptide, Unipex’s hair loss reduction ingredient and the announcement that L’Oréal is developing a pill to prevent grey hair.