Remington marketing manager Jo Clark hits the nail on the head when she says: “Hair removal isn't about popularity; it's more about choice. Whether you're looking for a more permanent solution or if you like a pain-free shave experience in the shower, there’s something to suit everyone.”
Despite celebrities like Gwyneth Paltrow championing the au naturel movement, being bare is still in vogue. In June of this year, Philips conducted research into Australian hair removal habits, and found 40 per cent of the population are very interested in hair removal. The study also revealed just how people are taking care of body hair, with respondents commenting they are most likely to remove hair from their underarms, legs and bikini line. Only two per cent of those polled do not remove their body hair at all.
But the amount (or lack) of fuzz you have on your frame is completely up to you, thanks to the range of hair removal methods on the marketplace. BD takes a closer look.
A rise in DIY
The convenience of at-home hair removal is infiltrating every part of the sector. Says Veet brand manager Olivia Grey: “Thanks to innovative DIY beauty tools, women no longer need to go to a salon to remove hair.” Homedics business development manager Krishna Oredsson adds: “It’s a very exciting time in the industry. Judging by the market demand, we can see more consumers are willing to invest in DIY hair removal products that genuinely are ‘salon-grade’. Style and design is also a trend to watch as consumers not only want the product to be amazing, but for it to be aesthetically on-trend and look good.”
It seems that competition is rising for salons who can’t compete with the convenience factor. Philips hair care ambassador and blogger Amber Renae says: “As a busy entrepreneur myself, I'm always on the lookout for ways to make this process more efficient and effective - and make it work around my already busy schedule.”
Methods of choice
Long-time champion of the DIY industry is the razor, which, according to Philips’ study, remains the number one form of hair removal in Australia. As Renae confirms, “Research shows more than half of Aussies favour it - about 60 per cent.” But depilatory creams are hot on its tail, comments Charlie Morpeth, Marzena product development manager: “Hair removal creams are also very popular, making up around 40 per cent of the value share.” This is thanks to advancements away from the rather messy, pungent formulas that used to dominate the marketplace.
Grey comments: “While hair removal creams are convenient and painless to use, one of the major barriers to using a cream is the unpleasant chemical smell they have.” This has led the brand to relaunch its creams range with a new formula free from that lingering odour. Marzena has also gone in this direction, with Morpeth explaining of the brand’s new focus: “Marzena has developed a brand new fragrance technology, which is very effective at masking the strong smell that is often associated with hair removal creams. This technology is rolling out to stores this October, so we are looking forward to a popular response to the new fragrance.”
Waxing at home also remains popular, with Waxaway owner Lilliane Caron commenting: “Based on our figures and feedback, I am predicting numbers to rise for our at-home waxing products.” According to Caron, this particularly applies to devices that can be carried around easily: “For our home users, we have put a really strong focus on convenience, ensuring our products are easy to use and have the ability to be effortlessly transported. Our newest Waxaway product is our Salon Pro Mini Roller Wax Heater - this is similar to our current Roll on Wax system but it is compact, lightweight and is powered by a USB cable so it can be used absolutely anywhere, even overseas!”
Laser force
More permanent hair removal methods are also on the rise. Laser hair removal or IPL is available to the masses, both in salon and at-home. The emission of high-intensity light pulses encourage hair follicles to shed naturally, leaving behind silky-smooth skin. Says Krishna Oredsson, business development manager for Homedics: “The most popular form of hair removal we have seen is the growth in permanent hair removal solutions. Consumers are embracing technological advances to treat unwanted hair and are more prepared than ever to invest in these solutions.” Laser Clinics Australia hair removal expert Nikita Paul remarks of IPL in particular: “Laser hair removal is safe, fast and the most effective way of permanently reducing unwanted hair. Advancements in Candela technology continue to minimise risk factors associated with laser treatments.”
What formerly proved hurdles for the hair removal method (including discomfort and compatibility for darker skin types) have been warded away with modern advancements. Paul says: “The Gentle YAG pro series is the latest addition to Candela laser hair removal systems particularly designed for darker skin types. More recently, we have incorporated using an advanced Zimmer cooling system that produces a flow of cool air before, during and after treatment. This protects the skin and reduces the sensation of heat, for safety and comfort.” Renae summarises from a consumer point of view: “IPL as an innovation stands out due to its cost effectiveness. When thinking about the statistic that more than 40 per cent of Aussies spend $20 or more on hair removal each month, IPL cost per treatment comes in at around $1.50 - significantly less than that of shaving if you think about the frequency each is required.”
On IPL now being available at home, Clark says: “Permanent hair removal was previously seen as a salon-only solution, [but] we're now seeing a trend towards more permanent at-home solutions - it's not just shaving and waxing that can be done in the comfort of your own home. More and more people are embracing Intense Pulse Light (IPL) as a safe and easy at-home method. It's growing in popularity when compared to the more expensive and less convenient salon offering.” A boom in this style of DIY device is pushing the hair removal industry to new heights, says Conair category manager Cindie Yates. She explains: “The overall hair removal category has shown a slight increase year-on-year, which has largely been driven by the high value of at-home IPL devices. Often a consideration purchase, consumers are willing to invest upfront to save money long-term on salon visits and be able to remove hair in the comfort of their own home. Major innovations in the category has been the development of IPL devices with longer-life flashes, giving consumers really great value for money.”
