1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

Producers of mainstream skin care brands are expected to see an increase in share byextending their brands in order to capture a larger consumer base. Ethnic and male skincare products represent previously untapped niches offering great growth potential. Byadapting their strongest brands to suit a greater variety of requirements, leadingmanufacturers are predicted to be able to increase their respective shares. Mass brandsare expected to gain shelf space within mainstream retailers, possibly attracting newentrants to this burgeoning niche. There is also predicted to be increased interest inproducts with SPF properties as consumer awareness of the dangers of exposure to thesun continues to rise. Increased education and awareness of health issues, and theimportance of a youthful appearance, will mean that a growing number of SouthAfricans will want to reduce the signs of ageing by using quality products, especially inthe harsh South African climate (Euromonitor International One, 2007: 73).j) Depilatories Products current and future trends in South Africa:Current trends of Depilatories ProductsDemand for depilatories is stated as being relatively low, largely due to the population.Due to slow hair growth, black South Africans do not need to use depilatories as oftenas their Caucasian counterparts, reducing the potential for repeat purchases. Thisconsumer group tends to favour twin-blade razors due to their small amount of hair.An increasing number of women are pampering themselves with pre-shave gels andfoams. As an increasing number of South African women enter the formal workplace, sothey have increased spending power, and are seeking ways to pamper and relax afterwork. Whereas soap was previously sufficient for many women when shaving, theadded benefits of shaving foam or gel products are increasingly sought (EuromonitorInternational One, 2007: 80).Greater accessibility of products such as razors and blades is said to be extremelyimportant, as these products tend to be “last minute” purchases. Due to the high price of45