Hair today, gone tomorrow: Nair for Men to launch in August

Drug Store News, June 25, 2001

CRANBURY, N.J. -- It's a man's world--for depilatories.

Nair, the venerable hair remover brand introduced in the 1940s, is unveiling a new offering for men who want to rid themselves of unwanted body hair.

Nair for Men Body Cream will launch nationally in August for a suggested retail price of $5.49 per bottle. David Fox, vice president of marketing for Carter Wallace, Nair's parent, said there were inherent opportunities within the depilatory segment to move forward with a new product for men. (Last month, Carter-Wallace entered into an agreement to sell its personal care brands, including Nair, to Church & Dwight. However, at press time the deal had not been finalized.)

"More and more men are removing body hair by other means than facial shaving," he said.

According to research conducted by the company, 29 percent of men between the ages of 18 and 34 years old routinely remove body hair from their back, chest, shoulders, and arms and legs. "There is clearly an opportunity," Fox noted.

What's more, most of these men are using a razor to shed unwanted hair, he added, which can stimulate hair to grow faster and is generally rough on skin. According to Fox, men will find the same benefits that women find in using depilatories. "You don't have to worry about nicks and cuts." The new body cream will also exfoliate and moisten skin, he added.

The depilatory segment of the skin care business has jumped 32 percent in sales for the 52 weeks ending March 25, 2001, according to Information Resources Inc. In drug stores alone, the segment has leaped 52 percent from the same year-ago period. As these results reflect sales in a category that has traditionally been driven by the female shopper, the extension of the segment to the male user should certainly help keep the spike sharp on sales growth for depilatory products.