1. DEPILATORIES IN BRAZIL
16 May 2011
HEADLINES
Depilatories sales increase 29% in current value terms to reach R$340 million in 2010
The sector is the most dynamic within the beauty and personal care industry in 2010
Hair removers/bleaches products sees the most dynamic current value growth of 41% in the year
Average retail prices follow inflation levels
Procter & Gamble, Reckitt Benckiser and Química Geral do Nordeste lead sales in 2010
Depilatories is expected to achieve a strong performance over the 2010-2015 period with a constant value
CAGR of 11%
COMPETITIVE LANDSCAPE
Procter & Gamble led sales of depilatories due to its dominance in razors and blades under brands
such as Gillette Prestobarba for Women and Gillette Sensor Excel. During the 2010 FIFA World Cup
event, the company invested significantly in marketing campaigns on television mainly for its men’s
razors and blades lines. However, women’s shaving products also benefited from such investments in
the year.
Química Geral do Nordeste was the major winner in terms of gaining value share in 2010, achieving a
25% share in 2010. Continued product innovations coupled with extensive promotional activities
explain this strong performance in recent years.
© Euromonitor International 2011 www.euromonitor.com

2. NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
American Safety Razor Co, The Personna Woman (American Safety Razor Co, The)
Arcom SA Schick Extreme III (Energizer Holdings Inc)
Avon Cosméticos Ltda Avon Skin So Soft (Avon Products Inc)
Bic Indústria Esferográfica Brasileira SA Bic (Bic SA, Sté)
Helcla Cosméticos Distribuidora Ltda Depilsam (Helcla Cosméticos Distribuidora Ltda)
Gillette Prestobarba (Procter & Gamble Co, The), Gillette Sensor
Procter & Gamble do Brasil SA
Excel for Women (Procter & Gamble Co, The)
Química Geral do Nordeste SA Depiroll (Church & Dwight Co Inc)
Reckitt Benckiser (Brasil) Ltda Veet (Reckitt Benckiser Plc)
Source: Passport by Euromonitor International
© Euromonitor International 2011 www.euromonitor.com

3. FORECAST
DEFINITIONS AND METHODOLOGY
Depilatories
This is the aggregation of women's pre-shave products, razors & blades and hair removers/bleaches.
Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis
© Euromonitor International 2011 www.euromonitor.com