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American Women Lag Behind Brazilians in Bikini Hair Removal

Roughly one out of two American women are now removing hair from their genital/bikini area according to Multi-sponsor Surveys’ Study of the Women’s Intimate Care Market, however this practice is most common among young women. In this study conducted in May/June 2013 among a national sample of 600+ adult women in the U.S., 80% of all 18-34 year old women reported removal of genital/bikini hair, as did 64% of 35-49 year old women, but only 19% of women age 50+.

While removal of bikini area hair is a growing trend in the U.S., Brazilian women are at the forefront of this trend and maintain this practice as they age. In each age group, Brazilian women are more likely to remove genital/bikini hair than American women. This difference is most pronounced among women age 50 and older – – 65% of Brazilian women in this age group still remove genital/bikini hair vs. only 19% of American women this age.

Removal Methods Differ As Well.  

Among women who remove genital/bikini hair, Americans rely primarily on a blade razor, whereas Brazilians are far more likely to wax (46% vs. 6% in the U.S.).   American women’s preference for blade razors for genital/bikini hair removal leads to greater problems with razor burn, bumps and nicks or cuts after hair removal than is reported in Brazil.

 

 

According to Pat Guenther, V.P. at Multi-sponsor Surveys, “American women who are committed to removing genital/bikini hair might learn from Brazilian women and try bikini waxing or else manufacturers should develop more specialized bikini hair removal products and/or after-shave topical products.”

 

For more information about this study visit Intimate Care Research website or contact Pat Guenther or 609 924-7772.

 

Source Data was compiled from:

 The 2013 Study of the Women’s Intimate Care Market — conducted in May/June 2013 via online interviews among national samples of adult women in the U.S. (n=600+), Brazil (n=500+) and Western Europe (n=1,200+).

 

Consumer Efforts to Save Money Impacting the OTC Eye Drop Market

The continuing economic situation in the U.S. appears to be taking it’s toll on the OTC eye drop market according to trends identified in several measures collected by Multi-sponsor Surveys’  2012 Study of the OTC Eye Drop Market.

In particular, when asked how the brand decision is being made by over 600 past-12 month users of OTC eye drops, a 9 percentage point shift is reported in 2012 over the 2010 results —  withpurchasing the brand I want regardless of price” down 9 percentage points, mirrored by a 9 percentage point increase in those reporting (Net) “purchasing the brand that is on sale, the lowest priced brand available or the brand for which they have a coupon”.

This trend in economizing on OTC eye drops is further supported by a +4 percentage point increase in the reported use of store brand or private label eye drops most often.  Similarly, when asked to rate the importance of various product factors on a scale of 1 to 10 as they impact the purchase decision, “price” gained +5 percentage points in “top-2 box ratings” over the past two years.  Source:  The Gallup Study on OTC Eye Drop Users (issued Jan 2013)