2. Men’s Shaving Gel sales generated approximately CAD
490 billion from the multi outlet channel in Canada,
October 2016
0
500
1,000
1,500
2,000
2,500
3,000
3,500
CAD($M)
NAICS 32562 Toilet preparations industry
Imports ($ millions) Exports ($ millions) Shipments ($ millions)
15.2
15.95
16.46
17.95
20.2
21.2
14
15
16
17
18
19
20
21
22
2011 2012 2013 2014 2015 2016*
CAD
Average annual men's expenditure on shaving
needs per consumer unit in Canada, CAD
3. Organic products charge a premium
Overview Values
Share of Canadian consumers who purchased Shave Gel
online
7.6%
Share of Canadian consumers who purchased Shave Gel
in a chain
75.20%
Men's grooming/shaving scissor in Canada
Phillips, Remington,
Wahl, Braun, Conair,
Trim
Range of ECO Shaving Gel Prices is from
CAD 12 to CAD 112
DR BRONNE R' S S H A VE GE L -
P E P P E RMINT
S OF T S H E E N MA GIC
RA ZORLE S S S H A VE C RE A M
NE UT ROGE NA ME N S K IN
C LE A RING S H A VE C RE A M
NOX ZE MA RE GULA R
P ROT E C T IVE F ORMULA
MA GIC RE D S H A VING
P OW DE R
T A Y LORS OF OLD BOND
S T RE E T GRA P E F RUIT
T A Y LOR OF OLD BOND
S T RE E T S T . JA ME S …
GE O F T RUMP E R S H A VE
C RE A M - C OC ONUT
GE O F . T RUMP E R S H A VING
C RE A M T UB
T RA F A LGA R S H A VING C RE A M
BURT ' S BE E S NA T URA L S K IN
C A RE
BLA C K OP A L ME NS RA ZOR
12
30
35.13
35.25
37
44
50
73.5
74
80
110
112
40%
20%
40%
Are you going to buy
natural products?
yes
no
4. Men use shaving gel 4X times more than shaving cream
70% of Canadian households use shaving gel 5 to 7 times a week
20%
80%
How often do you use
shaving
cream vs shaving gel?
Cream
Gel
6% 8%
70%
16%
How many times have you
used shaving cream or
shaving gel last week?
1 to 3
3 to 5
5 to 7
7 or more
5. 3 in 4 women interviewed have used men`s shaving gel
40% of women use men`s
shaving gel
70%
30%
Have you ever used men's
shaving gel?
yes
no
40%
30%
10% 20%
How often do you use men's
shaving gel?
All the
time
Couple
times
Tried
once
6. Strong product with high intrinsic value
• Typical point of sales include large format
retailers, convenience stores, salons and spas
and online retailers
• Suppliers of natural and organic shaving
products limited to a small number of niche
players
• Market currently in growth phase with product
adoption limited to environmentally conscious
consumers
• Substitutes take the form of synthetic based
products and are widely available
• Threat of new entrants and larger players is
extremely likely due to product profitability
Industry Analysis
• Unique product type with limited availability
• High intrinsic value and can therefore charge a
price premium
• Ability to be sold through all channels and to all
types of consumers
• Not possible to reverse engineer and integrate
effectively with prior existing products
Product Analysis
Positioned as a
niche product
given the
intrinsic
characteristics
Price Penetration
strategy will help
capture market
share and build
brand loyalty
Early adopters
will include the
health and
environmentally
conscious
consumers
Channels will
include brick and
mortar as well as
online channels
8. 0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
2017 2018 2019 2020 2021
1200000 1260000
1323000
1389150
1458608
Sales Forecast for EDC
Sales Forecast for EDC
Who they are
Age 18-30
Income 50K
Education Educated
Family size 1-4
Gender Male (also Female)
Geographic location GTA
How they think
Brand preferences Luxury with good pricing
Price sensitivity Medium to high
Enviro-Friendly Yes
Information sources Internet, Retail stores, etc.
What they do
Where they shop Drug stores, retail stores
Internet usage Medium to high
Where they are
Country of residence Canada
Currency CAD
Payment method
Different methods are used, from
online to credit and debit cards
Languages spoken
Wide variety of languages are
spoken
9. A perfect product for market
• Prevalent point of sales include large format
retailers, convenience stores, salons and spas
and online retailers
• Suppliers of all weather and organic EDC
products limited to a small number of niche
players
• Market currently in growth phase with
inclination towards organic products by health
conscious customers
• Synthetic based products are widely available
• Threat of new entrants and larger players is
anticipated due to product profitability.
Industry Analysis
• An all weather product type with limited
availability
• High intrinsic value and can therefore charge a
price premium
• Ability to be sold through all channels and to all
types of consumers
• Brand awareness
Product Analysis
Channels will
include brick
and mortar as
well as online
channels
Early adopters will
include the health
and
environmentally
conscious
consumers
Positioned as a
niche product
given the intrinsic
characteristics
Price skimming
strategy will help
capture market
share and build
brand loyalty
