Boston, MA -- (SBWIRE) -- 08/18/2014 -- There were no changes in the preferences of Uruguayan women in 2013 regarding depilation products, with most preferring to visit beauty salons for effective and relatively inexpensive hair removal. During the year laser hair removal systems presented a growing trend among upper-income women regarding new hair removal depilatory systems, especially in Montevideo. This technical solution is an alternative to traditional depilatory products and has been well received, unlike previous technological methods that were painful and non-effective. The new method uses a high power, single wavelength laser, which has the property of being almost entirely absorbed by the melanin in the hair bulb. As a result, the temperature is raised to 70deg Celsius, which destroys the cells that produce the hair. For other skin structures the laser is nothing more than a harmless light. The latest generation of lasers uses large heads and cooling systems that make them very fast, safe, reliable and tolerable. More effective on white skin people with dark hair, these machines can make the hair disappear in six to 10 sessions. There is no doubt that the price will continue to decrease and stimulate demand, making these treatments a potential long term threat to traditional depilatories products. Depilife - an Argentinean company specialising in definitive depilation, which opened in Uruguay two years ago - is an example of how this is increasing demand. Nowadays the company possesses five depilation centres: DepiLife Punta Carretas, DepiLife Carrasco, DepiLife Plaza Matriz, DepiLife World Trade Center and DepiLife Punta Del Este, which work to a very tight schedule. The company use very popular models, such as the Argentinean Nicole Newman and her husband, and Uruguayan Claudia Fernandez in its advertising campaigns.

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Competitive Landscape

Carrau, with its Veet brand, continued to lead depilatories for the third consecutive year reaching a 22% share during 2013. The company's brands include Veet Bandas Depilatorias and Veet Crema Depilatoria both for sensitive and normal skin. Veet Crema for sensitive skin contains aloe vera and vitamin E, which, with its Hidro Restore formula, helps restore moisture to the skin. It comes in a light blue folding cartons package. Veet Crema for normal skin is produced in a pink folding carton package and contains lotus flower and jasmine fragrance. Although cream products are very effective and easy to use, they have the disadvantage of mainly being suitable for an instant solution for emergencies but are not a very attractive long-term solution. Veet Bandas Depilatorias Easy Grip contains 12 wax strips and two post-moisturising wipes. This product removes the hair from the root making it more attractive than the creams that only cut the hair.

Industry Prospects

The same trends that influenced growth in depilatories over the review period are expected to continue having an impact on the category during the forecast period as well. The desire of Uruguayan women to remain well-groomed and to have a glamorous appearance at all times are likely to drive sales in the category over the forecast period, resulting in value growth of 9% in constant 2013 terms over the forecast period. As during the review period, trust in the leading depilatories brands is likely to remain a decisive factor behind purchasing patterns in depilatories throughout the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Depilatories industry in Uruguay with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Depilatories industry in Uruguay, our research will save you time and money while empowering you to make informed, profitable decisions.

The Depilatories in Uruguay market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Depilatories in Uruguay?
- What are the major brands in Uruguay?
- What is the most prevalent format in hair removal products?
- What are the key product development trends in razors and blades?

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