Magazin: Smoother skin for the summer (Part 2)

VEET is an expert of home depilation and the market leader in the chemical hair removal segment. Bernadett Khan-Gonda, regional brand manager with Reckitt Benckiser told our magazine that last year summer was short because of the special weather, but this year they hope for a longer season. In the depilatory cream category VEET sells a tube version, foam in spray format and there is a variety which can be used in the shower.

These creams remove hair in just a few minutes without causing any pain at all and their effect lasts for up to a week. The other big segment is waxes, which make the skin smooth for weeks. In 2012 VEET put professional home depilatory device EasyWax on the market. Four types of wax cartridges are available with it – this year’s novelty is the Mono Oil version – and the result is smooth skin that last for 4 weeks! Dóra Morvai, the marketing manager of Alveola Kft. informed Trade magazine about how the company keeps monitoring trends and shaping its product selection accordingly every year. Under the X-Epil brand name they sell two types of waxing kits, ergonomic devices developed for home use. One of the most popular home waxing solutions is X-Epil Happy Roll that comes with Aloe Vera and talcum powder enhanced wax cartridges. Special cold wax strips also facilitate quick and efficient hair removal, but disposable lady shavers (razors) are also among the quickest and most comfortable depilatory tools. After-depilation skin care is also important for X-Epil, so the company offers cleansing oils, oil wipes and soothing gels. Target Sales Group Kft.’s latest product in the Depilan line is the Fruity Mix depilatory cream that contains urea, B5 pro-vitamin and lipids. Depilan Fruity Mix products are also appealing to women because of their unique fresh fruit scent (mango, papaya, kiwi for creams and raspberry, strawberry and blackberry for cold wax strips) – we learned from Ágnes Fóris, Target Sales Group Kft.’s brand manager. Depilan warm wax roll-on contains Aloe Vera, chamomile and has vanilla scent. Wilkinson 3-blade premium disposable lady shavers have special flexible blades that follow the shape of the face or the body. Quattro Titanium and Quattro for Women disposable feminine razors already have 4 blades. Dóra Scsavinszki, Energizer Magyarország Kft.’s trade marketing manager informed us that this year Quattro for Women, Quattro for Women BIKINI, Intuition Naturals and Dry Skin razors and trimmers return with a new design. Remington IPL devices use intense pulse light (IPL) technology to remove hair painlessly and guarantee a lasting result. IPL devices are the most popular in the autumn and winter months. Anita Komjáti, the trade marketing manager of Spectrumbrands told us that Remington IPL6000F is the top model at the moment, which has separate body and face treatment heads to offer a complex depilatory solution. Alveola Kft. distributes another IPL-technology device: BaByliss IPL-Quartz transforms the energy of pulse light into heat energy to remove hair; this model also comes with two types of treatment head. This year VEET introduces 2 new wax cartridges for the EasyWax device and Oriental warm wax. VEET pays special attention to in-store presence and uses secondary displays in the summer peak period. X-Epil’s experience is that brand promotions are the most popular but coupon promotions work well too. Last year’s media mix proved to be successful so they will use it again this year. The Energizer Kft. team organises Wilkinson and Hawaiian Tropic joint promotions this summer, supporting them with in-store POS tools (wobbler, display, flyer). Remington backed the launch of IPL devices with a coordinated marketing activity – online, PR and television activities all formed part of the campaign. In the related in-store campaign ‘intelligent’ displays were used; product launches will be backed by such intensive communication in 2014 too. n

A nyári időszakban a szőrtelenítési kategória polchelye is kibővül a legtöbb boltban, azonban
a megnövekedett kereslet kielégítéséhez a másodlagos kihelyezésekre is szükség van