Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of home hair color market, at current prices, 2015-25
- Impact of COVID-19 on home hair color
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- Figure 2: Short-, medium- and long-term impact of COVID-19 on home hair color, January 2020
- Opportunities and challenges
- There’s room for temporary hair color formats to grow
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- Figure 3: Usage of select products and select attitudes toward hair color and shopping for hair color, November 2020
- Boost engagement with social media and virtual apps
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- Figure 4: Select attitudes and behaviors toward shopping, by age, November 2020
- Bold expressions are set to flourish; minimize experimental risk
- Provide gray-enhancing solutions
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- Figure 5: interest in select innovations, November 2020
- NOW is the time to “clean” up
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- Figure 6: Home hair colorant launches by select natural, eco and free-from claims, 2015-16 vs 2019-20
- Drive loyalty through customization
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- Figure 7: Instagram post from Function of Beauty
The Market – Key Takeaways
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- COVID-19 gives the home hair color market a boost
- Women’s hair color and other retailers dominate; look out for unisex
- Impact of online tutorials and increased competition from PL will linger
- Motivate salon-goers to stick with home color, utilize social media, be versatile
Market Size and Forecast
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- COVID-19 gives the home hair color market a boost
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- Figure 8: Total US sales and fan chart forecast of home hair color market, at current prices, 2015-25
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- Figure 9: Total US retail sales and forecast of home hair color market, at current prices, 2015-25
- Impact of COVID-19 on home hair color
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on home hair color, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
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- Figure 11: Mintel trend driver – Value
Segment Performance
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- Women’s hair color continues to dominate sales, but watch out for unisex
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- Figure 12: Sales of home hair color market, by segment, 2020
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- Figure 13: Total US retail sales and forecast of home hair color products, by segment, at current prices, 2015-25
- Other retailers continue to dominate the market
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- Figure 14: Total US retail sales of home hair color products, by channel, at current prices, 2015-20
Market Factors
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- Consumers may have more confidence in their hair coloring abilities
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- Figure 15: Instagram post from Madison Reed, December 2020
- The recession benefits all category players, including private label
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- Figure 16: Mintel trend driver – Value
Market Opportunities
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- There are ways to motivate salon-goers to stick with at-home hair coloring
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- Figure 17: Motivators for continued at-home hair coloring, November 2020
- Products that prolong hair color results appeal to all hair color users
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- Figure 18: Madison Reed Color Therapy, July 2020
- Instead of working against professionals, work alongside them
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- Figure 19: Instagram post from dpHUE, April 2020
- Make at-home hair coloring more individualized
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- Figure 20: Instagram posts from Color&Co and Lime Crime, July 2020
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- Figure 21: Instagram post from Function of Beauty, December 2020
- Boost engagement with social media, virtual apps and smart technology
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- Figure 22: Instagram posts from Jack Debruin and oVertone, November 2020
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- Figure 23: Instagram post from Henkel, November 2020
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- Figure 24: The Wella Augmented Hair Salon Experience
- Brands that offer bold colors and gray enhancements will see success
- Provide easy ways to go bright and bold
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- Figure 25: Attitudes toward bold hair color, October 2016 and November 2020
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- Figure 26: Instagram posts from oVertone, December and October 2020
- Figure 27: Instagram posts from Good Dye Young, October 2020
- Provide gray-enhancing solutions for those choosing to embrace their gray hair
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- Figure 28: Attitudes toward gray hair, October 2016 and November 2020
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- Figure 29: Instagram posts about gray hair, July 2020 and December 2020
- Figure 30: Instagram posts from Kevin Hart and Tamara Mowry, March 2020
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- Figure 31: Instagram post from Oribe
Companies and Brands – Key Takeaways
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- L’Oréal dominates, while others lose share to smaller brands and PL
- Some brands expand in men’s hair color, while others become “clean”
Market Share
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- L’Oréal dominates, while others lose share to smaller and private label brands
- Sales of home hair color by company
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- Figure 32: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Brands expand product offerings to better reach today’s modern man
- Products made specifically for men breakdown the gender barrier around hair color…
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- Figure 33: Instagram posts from Madison Reed Mr and Cremo, September 2020 and April 2020
- …Yet unisex products may resonate more with today’s modern men
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- Figure 34: Instagram posts from oVertone, September 2020
- Home hair color is “cleaning” up
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- Figure 35: Home hair colorant launches by select natural, eco and free-from claims, 2015-16 vs 2019-20
- Figure 36: Revlon’s Total Color – Permanent Hair Color
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- Figure 37: Henkel’s Better Natured Good Clean Color, August 2020
The Consumer – Key Takeaways
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- Salon closures give home hair color products a boost in usage
- Bold colors and gray hair continue to gain social acceptance
- Most purchases are made in mass merchandisers
- Most adults plan to stick with home hair color – will a vaccine change that?
- Social media is a powerful tool that can help boost brand awareness
- Strong interest in innovations present opportunities to boost sales
Product Usage
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- Salon closures give home hair color products a boost in usage
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- Figure 38: Product usage, any hair color (net), November 2018 and 2020
- Permanent hair color is used most, but there’s room for temporary formats to grow
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- Figure 39: Instagram post about Kristin Ess Crystal Quartz Gloss
- Figure 40: Product usage, November 2020
- Home hair color product usage is driven by women
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- Figure 41: Usage of select products, by gender, November 2020
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- Figure 42: Cremo’s Ready-to-Use Hair & Beard Permanent Haircolor, April 2020
- Adults aged 25-44 are a prime target for home hair color brands
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- Figure 43: Usage of select products, by age, November 2020
- Black and Hispanic adults are heavy users of home hair color products
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- Figure 44: Usage of select products, by race and Hispanic origin, November 2020
Attitudes and Behaviors toward Hair Color
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- Bold hair colors and gray hair continue to gain social acceptance
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- Figure 45: Select attitudes toward hair color, November 2020
- Interest in bold hair colors in driven by adults aged 18-34
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- Figure 46: Select attitudes and behaviors toward hair color, by age, November 2020
- Help ease consumers concerns with at-home hair coloring
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- Figure 47: Instagram posts from Color Oops
- Figure 48: Select attitudes and behaviors toward hair color, November 2020
- Concerns around damage impact Asian adults’ usage of products
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- Figure 49: Garnier Nutrisse's Color Reviver 5-Min Color Mask, September 2020
- Figure 50: Select attitudes and behaviors toward hair color, by race and Hispanic origin, November 2020
Retailers Shopped
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- Most purchases are made in mass merchandisers
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- Figure 51: Retailers shopped, November 2020
- Now is time to seize on the demand for customization
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- Figure 52: Interested and willing to pay more for custom selected/blended hair color from my hair stylist/salon to use at home, by age, November 2020
COVID-19's Impact on Hair Color Methods
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- Most adults plan to continue coloring their hair at home
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- Figure 53: Plans for hair coloring post-lockdown, November 2020
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- Figure 54: Reasons for coloring hair at home, November 2020
- Will the vaccine change consumers’ approach to hair color?
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- Figure 55: Plans for hair coloring post-lockdown, November 2020
Shopping for Home Hair Color
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- Social media is a powerful tool that can help boost brand awareness
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- Figure 56: Shopping behaviors, November 2020
- Immerse in social media and virtual apps to engage with adults aged 18-44
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- Figure 57: Select shopping behaviors, by age, November 2020
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- Figure 58: Instagram post from Kristin Ess, March 2020
Interest in Innovations
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- Strong interest in innovations present opportunities to boost sales
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- Figure 59: Interest in select innovations, November 2020
- Consumers want products and services tailored to their specific needs
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- Figure 60: Instagram post from MobileStyles, April 2020
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- Figure 61: Interest in custom selected/blended hair color from hair stylist/salon to use at-home and on-demand hair color services, November 2020
- Tap into clean beauty trends to convey safety and eco-consciousness
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- Figure 62: Interest in products with natural/clean ingredients and eco-friendly products/packaging, November 2020
- Provide gray hair innovations for all age groups
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- Figure 63: Instagram post of Kim Kardashian’s silver hair
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- Figure 64: Instagram post about Better Not Younger’s Silver Lining hair mask
- Figure 65: Interest in products designed to enhance gray hair and gray hair color dye, any interest (net), by age, November 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 66: Total US retail sales and forecast of home hair color products, at inflation-adjusted prices, 2015-25
- Figure 67: Average spending on home hair color, by segment, 2015-20
- Figure 68: Total US retail sales of home hair color products, by segment, at current prices, 2018 and 2020
- Figure 69: Total US retail sales and forecast of men's hair coloring, at current prices, 2015-20
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- Figure 70: Total US retail sales and forecast of unisex hair coloring, at current prices, 2015-20
- Figure 71: Total US retail sales and forecast of women’s hair coloring, at current prices, 2015-20
- Figure 72: Total US retail sales of home hair color products, by channel, at current prices, 2018 and 2020
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- Figure 73: US supermarket sales of home hair color products, at current prices, 2015-20
- Figure 74: US drugstore sales of home hair color products, at current prices, 2015-20
- Figure 75: US sales of home hair color products through other retailers, at current prices, 2015-20
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Appendix – Companies and Brands
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- Figure 76: Multi-outlet sales of men's hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 77: Multi-outlet sales of unisex hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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- Figure 78: Multi-outlet sales of women's hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020
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