Young girls are not the only new customers for whom Nair and its competitors in the $95 million depilatory industry are developing products. They are also marketing lines for men, who are increasingly inclined to remove their back or chest pelts. • It seems that Nair, which had just a few products in the 1970s and now has 25 (including waxes and bleaches) is gearing up to remove body hair from nearly every member of the household but the family pet. “When a girl removes hair for the first time, it’s a life-changing moment,” said Stacey Feldman, vice president for marketing at the women’s health and personal care division of the Church & Dwight Company, which purchased Nair in 2001. The company, based in Princeton, N.J., is best known for its consumer and household products. When Nair ran focus groups with mothers and daughters to develop Nair Pretty, Tim Fowler, a research and development director at Church & Dwight, heard about a modern ritual. “They were actually having hair removal slumber parties, where the moms were going out and buying the products for the teens to remove their hair,” he said.
