Magazine: Beauty salon closures entailed record retail sales last year

Since beauty salons had to close because of the pandemic, many people bought hair removal devices for home use last year. Orbico Hungary is the exclusive Hungarian distributor of Braun products – the brand offers dry shaving devices for men and epilators, electric razors and intense pulsed light (IPL) devices for women.

Renáta Draskovich
senior
category manager
Orbico Hungary

Senior category manager Renáta Draskovich informed that there was a 2-percent sales drop in the men’s hair removal market in 2020 (not calculating hair clippers). Value sales of multifunctional hair removal products grew by 20 percent. In women’s categories about 100,000 devices were sold – volume sales dropped 8 percent, but value sales jumped 25 percent. IPL device volume sales soared by nearly 50 percent.

It is noteworthy that e-commerce’s share in sales is growing. Ms Draskovich told: the brand is celebrating a centenary in 2021 by launching a limited edition product line. These devices have a special design and an extra 3-year warranty period added to the usual 2 years. In the IPL category the new products are capable of 400,000 flashes and have a 33 percent bigger head. //

Fighting hair with 2.5 million razors

Fruzsina Dászkál
senior analyst
NielsenIQ

Hair removal/shaving product sales neared HUF 3 billion between March 2020 and February 2021 – informed the NilesenIQ retail index. Value sales were up 5 percent from the base period. In volume sales exceeded 2.5 million razors and other hair removal products – sales augmented by 3 percent.

Razor sales decreased by more than 10 percent but went above HUF 1 billion. Drugstores realised more than half of sales and more than 85 percent of products sold were manufacturer brands. Men’s razors make up for nearly 75 percent of category sales.

Sales of other hair removal products (strips, creams and waxes) were worth nearly HUF 2 billon and exceeded 1.5 million products. Value sales jumped 20 percent and volume sales developed 10 percent. More than 75 percent of sales was realised in drugstores and branded products had a 90-percent market share. //