In common with other categories, shaving prep brands are playing with textures to draw attention to their products. Bars, for example, have entered the category and while they are still very niche, they offer an opportunity to tap into eco and convenience trends (with eco and ethical claims in men’s shaving preparations up by 21 percentage points when it comes to launches within a five year period). Bars can also build a sense of ritual. Plisson’s Shaving Soap, for example, describes their product as ‘A ritual to prepare the skin for a smooth shave’.
Sensoriality has an even more natural home in the women’s shave prep category. Mallows Beauty Lemon Sherbet Shave Butter offers a fun, sensorial shaving preparation that ties into the playful trends seen in Fragrance and Bodycare. The cheery yellow gingham packaging refers to Mallow’s British and vegan roots, while the butter ‘lathers up into super creamy bubbles to give you the softest, smoothest shave ever’, with ingredients like kaolin, apricot oil and glycerin helping to boost skincare benefits.
Truly also uses these sensorial codes to appeal to Gen Zalpha. Truly’s Glazed Donut Whipped Shave Butter features skincare ingredients like niacinamide and hyaluronic acid, along with a ‘feminine sensual all-day Vanilla scent with notes of vanilla glaze, buttercream and grape’.
By elevating these products into sensorial experiences, with added elements of skinification, personal care brands can drive up value and create a sense of occasion in what may otherwise be considered a non-essential category for many consumers, such as the 25% of US shaving aids users who say these products are nice to use, but not necessary to their routine.