Hair removal is again the focus of innovative launch activity in the personal care industry, as producers experiment with new ways to make the process easier, more economical, or less damaging to skin. Among the products to feature in this month's rundown are a sharpening system for razor blades, a depilatory wax claimed to contain real gold, and a shower and shave cream with a novel applicator.
The new Razorpit Razor Blade Sharpener from Perma Brands, available in the US and Canada, is described as "a revolution in shaving." The system is said to use a friction-based method that removes oil, hair, skin, and soap residue and thus makes blades sharper; the company claims that the same blade can be sharpened up to 150 times. While non-disposable razors have been readily available for a long time, a system that can make normal blades non-disposable is new to the shaving category, and could appeal to consumers during price-conscious times.
In Spain, Icart is taking hair removal in an upscale direction with the release of Taky Oro Depilatory Wax with Gold. In addition to pure gold particles (which are said to have antioxidant and nutritive properties), the product is claimed to contain proteins to stimulate collagen in the skin. It is available as a wax in a pot, and also as body and facial strips and as a roll-on. Gold has been used as an ingredient in upscale products in the skincare and fragrance categories, but its deployment as an antioxidant and nutritive ingredient in a depilatory wax is new.
Another novel hair removal product is Sally Hansen's latest offering, the Brush-on in-Shower Hair Remover Creme. Described as a virtually odor-free formula with "fresh scent" technology, the cream is claimed to work in just three minutes. It is applied using a brush attachment, and is available in both Extra Strength and Normal to Sensitive formulas. Although other combination shower and depilatory creams have previously been introduced to the market, the extra convenience element provided by the novel applicator is something new for the category.
In the fragrance sector, Serge Lutens Jeux de Peau Eau de Parfum has been launched in Switzerland. Manufactured by Serge Lutens, its primary scent is said to be that of breakfast; the unisex perfume features notes of milk, toast, sugar, spices, and apricot. While food scents appear in the fragrance category on occasion, this latest launch may well be the first to claim to smell like breakfast, and could perhaps inspire other food- or meal-associated fragrances.
Moving to ethically focused personal care products, L'Occitane has introduced a new soap to mark International Women's Day. The L'Occitane En Provence International Women's Day Soap has been created as a co-development with a soap factory in Burkina Faso that is exclusively managed by women. Available in Slovakia, the product is described as containing 55% shea butter and is stamped with the words "International Women's Day" in six different languages. The gender-specific associations of a female-only factory offer an unusual spin on social responsibility, and hint at the possibility of more products that could tap into the issue of female empowerment.
Meanwhile, in haircare German company Klett-Loch has recently launched Thymuskin Prevent Shampoo, a product designed to combat hair loss. The "thymuskin" ingredient is claimed to promote hair regrowth, effectively tackle dandruff, and protect against environmental effects. Thymuskin is the latest in a long line of ingredients to attempt to corner the lucrative hair regrowth market, but if the product really works as intended, it could have serious potential.
Finally, in oral care Colgate-Palmolive Chile has launched Colgate MaxWhite Toothbrush with Polishing Star in its domestic market. The product is being promoted as offering a "new dimension in whitening." The brush is said to have a specially designed bristle pattern and a polishing star that helps to gently remove stains, revealing the natural whiteness of teeth. Whitening dental care products have been launched in a number of guises over the years, but the use of a modified bristle shape to create a whitening effect is not commonly seen.