Hair Removal Among March Category Winners

Sales of hair removal/shaving products spiked in March as consumers, embracing the personal care habit, freshened up for spring break beach getaways, and brand marketers were prepared to capitalize on the trend.The product category indexed significantly higher during the month, joining gardening/lawn supplies as well as car accessories at the top of the list of March category winners, according to Ibotta’s first-party, SKU-level receipt data reflecting purchases made in-store and online across all major U.S. retail channels. (See attached file at right.)Plenty of secondary merchandising units rolled out to store aisles to vie for shoppers’ attention amid the rise in demand. Edgewell Personal Care timed the brick-and-mortar debut of its newly acquired DTC women’s razor brand, Billie, in time to convert Walmart shoppers. The brand deployed a custom endcap display to attract eyes in the retailer’s personal care department and refreshed its product line with the addition of a new shaving cream.The Walmart partnership gives Billie retail distribution at mass to rival Target’s collaboration with Harry’s and Flamingo, which also boasts a just-refreshed presence by swapping out a custom Harry's endcap display with one introducing Flamingo's “most comfortable shave yet.”Edgewell also secured prime merchandising space for its established Schick Intuition brand at Walmart, stocking the razors on a four-way via “winter skin defense” shelf trays inviting shoppers to “shave to exfoliate & leave dry skin behind.”Taking a more clinical approach, Spa Sciences rolled out an in-line display within Target’s illuminated beauty aisles to stock its lineup of beauty devices, including Sima, a tool the display describes as a “sonic facial dermaplaning exfoliation & peach fuzz removal system.” Reflecting the merchandising trends in this category, the display positions hair removal as a skincare regimen and employs a QR code to link shoppers to additional product information.Procter & Gamble's Gillette (including the nationally available GilletteLabs line as well as the Venus collaboration with Rifle Paper Co. at Target) have also continued to maintain a strong presence at retail following launches last year.Click here to browse more of the latest personal care images in the Image Vault.

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