Veet, the UK’s leading depilatory brand1, is expanding its Sensitive Precision™ range of electrical beauty stylers with a game-changing tool designed for both wet and dry grooming – the new Veet Sensitive Precision™ Expert.
Hot off the back of the breakthrough success of the Veet Sensitive Precision™ Beauty Styler in September 2016, the launch of the new, improved gadget sees RB’s ongoing commitment to bring innovative solutions to consumers that revolutionise the £150m Female Hair Removal category2. The new Veet Sensitive Precision™ Expert is a natural and smart evolution of last year’s bold launch, with the brand continuing to respond to growing consumer demand for alternative, effective hair removal tools designed to gently shave and precisely shape hair on delicate body parts, including the bikini line, eyebrows and underarms.
The brand’s latest innovation is specially designed with enhanced features that effortlessly remove body hair. With more than 70% of women using hair removal products in the shower, the Veet Sensitive Precision™ Expert’s breakthrough waterproof enclosure ensures consumers can achieve exceptional results in their preferred location. Veet Sensitive Precision™ Expert comes with a nifty inclinable head designed to improve precision and ease of hair removal, particularly effective for eyebrow touchups.
The depilatory expert is continuing to respond to consumer need for safe, effective hair removal products that remove the fear of cuts, which the brand addressed in the previous launch with two rows of blades, driving hair to the cutting blades so there’s no direct contact with the skin. The upgraded ergonomic design and enhanced grip of the gadget ensures it fits optimally in the hand, providing superior comfort for consumers.
Two changeable heads that allow three different trimming options accompany the beauty gadget: one head for the face, which includes 2- sided precision blades sized 16mm and 6mm for optimal eyebrow shaping; and, a larger head with a 20mm blade for bikini and underarms. Also included are two comb attachments that fix onto the trimming heads; and, bikini stencils to help achieve the desired shape with ease. What’s more, it features a range of dedicated accessories including a styling cap, cleaning brush and a beauty pouch to ensure the styler is always ready to use, even when consumers are on-the-go.
Elise Cockley, RB Category Manager says: “The Female Electrical Trimmer category has more than doubled since the launch of our trimmer NPD a year ago, with Veet now accounting for more than 60% of this £9 million market3. Improving our consumer proposition further is pivotal to continue to drive such a level of growth and stay ahead of the game in the eyes of our consumers. Accordingly, our new gadget will be waterproof and has even better cutting performance than the existing one. Also, as the penetration for Female Electrical Trimmers is still less than 2%, far behind total Female Hair Removal at 35%, there’s still masses of opportunity for more people to use and enjoy our trimmer.”
Veet Sensitive Precision™ Expert launches in January 2018 and will be supported by a 360 media campaign across TV and social media, as well as in-store activations throughout 2018. It will be available from main UK retailers and online between these times, including Boots, Amazon, Superdrug, Tesco, ASDA, Sainsbury’s and Morrisons with a MRRP of £29.99*. For more information, visit www.veet.co.uk.
*Pricing is solely at the discretion of the retailer 1 Veet is market leader within the depilatories segment with 66.2% market share.
Nielsen Scantrack, Depilatories, Value Shares, MAT TY w/e 23.04.16 2 Female Hair Removal (FHR) category is worth £146m market, split between two key segments: razors & blades (67.4% of value sales) and depilatories (32.6% of value sales)
Nielsen Scantrack, Female Hair Removal Category, Value Shares, MAT TY w/e 23.04.16 3 Nielsen Scantrack data based on the Female Electrical Trimmer sub-segment as defined by Nielsen, within total Female Hair Removal. Value and value share MAT up to 04.11.2017.