Magazine: Smoother skin for the summer

Home depilation brought revolutionary changes in women’s lives. Ágnes Fóris, brand manager with Target Sales Group Kft. told our magazine that the current season would see the debut of a really user-friendly solution: warm-wax roll-on featuring textile strips and a wax cartridge that can be heated in a microwave oven really quickly. Razors and their accessories are most often purchased in drugstores and hypermarkets. Disposable razors sell the best and the market is going in the direction of premium and 2- or 3-blade versions. Dóra Scsavinszki, Energizer Magyarország Kft.’s trade marketing manager informed us that the proportion of women’s razors is growing in disposable razor sales, because an ever-wider range of products is available in stores. According to Dóra Morvai, marketing manager of Alveola Kft., a growing number of women depilate irrespective of the season. From their products home-use wax sets, ready to use wax strips and razors are the most popular. Bernadett Khan-Gonda, regional brand manager with Reckitt Benckiser emphasised that value sales in the hair removal category nearly double in the May-August period, thanks to creams and waxes. These days lasting hair removal solutions are more and more widespread. Epilators are still women’s favourites but Anita Komjáti, trade marketing manager with Spectrumbrands told Trade magazin that IPL (intense pulsed light) technology products are starting to gain ground.

Reckitt Benckiser’s VEET portfolio offers many solutions for lasting chemical hair removal. In the summer months VEET is the market leader in the full depilation category and is constant market leader in the chemical hair removal market. Alveola Kft.’s X-Epil product line keeps increasing its market share from year to year. Ready to use wax strips – especially the hypoallergenic versions – and waxing devices are more and more popular, but disposable razors also sell well. Target Sales Group Kft. is the distributor of Depilan depilatory products: easy to use warm-wax roll-ons, hair removal creams and cold wax strips. Energizer Magyarország Kft.’s Wilkinson disposable razors and other shaving devices are often bought in packs, for instance there is great demand for disposable razor packs Wilkinson Extra2 10+5 and Extra 3 4+2. Wilkinson Xtreme3 3-blade premium disposable razor has flexible blades that follow the shape of the face or the body. Remington introduced home-use IPL hair removal devices in Hungary. They already offer three versions, guaranteeing smooth skin for 3-, 6- and 12-month periods. Alveola Kft. distributes another IPL-technology device: BaByliss IPL-Quartz has 36 pulse/minute capacity and 5 intensity levels can be set to match 5 skin types. (To be continued)