NPD: Sales of Women’s Grooming Products Up

NPD GroupPORT WASHINGTON, N.Y.-More women’s grooming appliances, such as electric shavers and other hair-removal products, have been sold over the 12 months between July 2013 and June of this year than in the previous two years, according to new research from The NPD Group.

In particular, women’s electric shavers posted a unit sales increase of 22 percent in those 12 months, compared to the like period in 2012-2013. The shaver category was the only one of the hair-removal segments that also recorded sales growth in dollars—10 percent over the prior 12 months, according to NPD.

Among the fastest-growing U.S. markets for electric shavers, Atlanta topped the list with unit sales growth of 35 percent and dollar sales growth of 21 percent. Dallas-Fort Worth, Texas, came in second with a unit sales gain of 29 percent and a dollar sales increase of 15 percent. Third was Orlando-Daytona Beach-Melbourne, Fla., with a 26 percent rise in unit sales and a 17 percent growth in dollar sales, and fourth was Tampa-St. Petersburg-Sarasota, Fla., whose sales were up 22 percent in units and 10 percent in dollars.

Products such as bikini trimmers and personal pen-style trimmers experienced slight growth in these 12 months, compared to double-digit growth in the previous 12-month period.

Debra Mednick, NPD’s executive director and home industry analyst, said, “Inundated with promises of being hair-free by way of a plethora of products and services on the market today, women are compelled to seek smooth skin. However, the cost and inconvenience of repeated waxing, laser or other hair-removal services outside of their home may have women looking for simpler, more affordable options to help them achieve smooth, bare skin.”