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clean edge - Table A US Shaving and Hair Removal Products($...

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Table A: US Shaving and Hair Removal Products ($ in Millions) 2005 2006 2007 2008 2009 2010 Non-Disposable Razors $178 $212 $188 $198 $208 $218 Refill Cartridges $763 $801 $802 $815 $832 $853 Disposable Razors $440 $456 $477 $490 $504 $522 $271 $275 $269 $266 $263 $260 $104 $101 $106 $100 $94 $88 Source: "Shaving and Hair Removal Products - US - May 2008" Figure 5, Mintel International Group 2008 figures are mid year projections; 2009-2010 figures are estimates Shaving cream   Depilatories  
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Table B: 2009 Non-Disposable Razors and Refill Cartridge Retail Sales by Segment Volume Dollar Super-Premium 25% 34% Moderate 43% 44% Value 32% 22% Information is fictional
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Exhibit 1: Behavior Segmentation of Non-disposable Razors Consumers Involved Razor Users Involved Razor Users Uninvolved Razor Users Social/Emotional Shavers Aesthetic Shavers Maintenance Shavers (39% of Non-disposable Razor Users) (28% of Non-disposable Razor Users) (33% of Non-disposable Razor Users) Shaving routine is inconsistent. Information is fictional Differentiate among products. Search for products based on both functionality and messaging. Search for products that most effectively remove hair. View products as the same. Lack of interest in product category. Shaving as an essential part of a daily grooming ritual. Shaving is consistently done to remove unwanted hair.
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