Infomercial to shelf: Depilatories sales soar

Drug Store News, March 4, 2002

It's been a tremendous growth year for depilatories, and the future continues to look bright as manufacturers continue to support the category with new items and advertising.

According to Information Resources Inc., depilatories was one of the fastest-growing categories in health and beauty aids last year, up 35 percent in dollar sales and 12 percent in unit sales for the 52 weeks ended Dec. 30.

"This is [one of those categories] where consumers were not totally satisfied with many of the [previously existing] products in the pipeline," said Jon Rudden, vice president of merchandising for Newark, Del.-based Happy Harry's. "They are willing to try new things as they come out, and that's what's driving depilatories right now--trial. People are still buying the established brands ...but when they see something new on an infomercial, they will try it."

Indeed, the power of the infomercial has had a huge impact on retail depilatory sales, making As-Seen-On-TV names such as Aussie Nads and Epil Stop common names in the drug channel. Both brands first launched direct to consumers via television infomercials and then went into retail distribution with major chains such as Walgreens and CVS. Their base of distribution has been steadily expanding. In the process, these types of products have "raised the bar in terms of retail dollars," said Eric Guard, health and beauty aids buyer for Kerr Drug. (Epil Stop retails for $19.95; Aussie Nads retails for $29.95.)

According to IRI, Epil Stop, made by New York City-based Tactica, was up 449 percent in dollar sales through food, drug and mass outlets, reaching $19.2 million for the 52 weeks ended Dec. 30, ranking it the No. 4 brand in the category. Aussie Nads, was the No. 1 depilatory brand for the period, with sales up 84 percent to $31.4 million.

But it's not all about the higher ticket former As-Seen-On-TV products. Indeed, traditional brands, such as Nair and Sally Hansen, also have experienced dramatic growth as "not everyone wants to spend or 30 for a depilatory," Guard added. He noted also that Kerr does not stock either Aussie Nads or Epil Stop.

According to IRI numbers the Nair brand was up 17 percent to $29.7 million during the 52 weeks ended Dec. 30, while Sally Hansen was up 23 percent to $26.3 million.

And to keep growth alive in the category, suppliers are targeting a whole new group of users: men.

At Kerr Drug, HBA buyer Eric Guard told Drug Store News in the second week of February that Nair For Men--the first brand aimed at men-was doing very well. "Men are a whole new untapped market," he said.

Aussie Nads is introducing a new kit for men this month. Spicy-, woodsy-scented Aussie Nads for Men will retail for $29.95 and will have extensive television and print support.

Del Labs also is introducing a new Sally Hansen depilatory for men. Sally Hansen Kwik Off Hair Remover ships this month with a suggested retail of $4.99.