Sales of men’s depilatories are less than a tenth of women’s — just $8.6 million to women’s $86.9 million over the last year, according to Nielsen Strategic Planner. Sales of the women’s products tend to peak in summer. As for what is on the hair-removal horizon, those dancers who wore short-shorts in Nair ads in the 1970s may yet be cast in ads again — and finally get their close-ups. They will be well into their 50s now and, said Ms. Feldman, “There’s a group we’re not reaching, women 45-plus who are menopausal,” she said. Among women that age, “concern might shift to their upper lip,” Mr. Fowler added. “Women will tell you they’re willing to shave their legs, but never their face, so they’d use one of our wax products.” “The whole hair removal situation has changed,” Ms. Feldman said. “Now people are removing hair from eyebrows to toes, and using all kinds of different products. People are more open about it and they feel more confident, cleaner.”
