Table of Contents
Executive Summary
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- The market
- Hair colourants market
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- Figure 1: Best- and worst-case forecast of total value sales of hair colourants, China, 2014-24
- Hair styling products market
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- Figure 2: Best- and worst-case forecast of total value sales of hair styling products, China, 2014-24
- Companies and brands
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- Figure 3: Leading manufacturers' share of value sales of hair colourant products, China, 2018 and 2019
- Figure 4: Leading manufacturers' share of value sales of hair styling products, China, 2018 and 2019
- The consumer
- At-home occasion is still niche for hair colouring and styling
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- Figure 5: Behaviour and occasion of hair beauty in the last six months, by gender, November 2019
- Females outstrip males in number of items used for both hair colouring and styling
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- Figure 6: At-home hair colourants and styling products used in the last six months, by gender, November 2019
- Respondents adopt international hair styling brands more
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- Figure 7: At-home hair styling brands purchased in the last six months, November 2019
- Pain points of styling products occur in performance, usage, and sensations
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- Figure 8: Pain points of at-home hair styling products, November 2019
- Over half of surveyed users chose hair colourants from Schwarzkopf and L’Oréal
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- Figure 9: At-home hair colourant brands purchased in the last six months, November 2019
- Reducing damage at ingredient level is more important than aftercare
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- Figure 10: Features for ideal at-home hair colourant products, November 2019
- Consumers are explorative and engaged by hair colour trends
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- Figure 11: Behaviours and attitudes towards hair colouring, November 2019
- What we think
Issues and Insights
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- Easy fashion on my head
- The facts
- The implications
- Prolonged colourants with controlled damage
- The facts
- The implications
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- Figure 12: Example of colour caring products launch, China, 2019
- Build fun and easy-to-use styling products for online
- The facts
- The implications
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- Figure 13: Example of interactive packaging design and styling products with fun format change, China and France, 2019
The Market – What You Need to Know
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- Hair colourants market continues to lead growth
- Regulations and consumers together pushing for product safety
Market Size and Forecast
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- Hair colourants market heading towards RMB4.0 billion
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- Figure 14: Best- and worst-case forecast of total value sales of hair colourants, China, 2014-24
- RMB3.5 billion hair styling market growing steady
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- Figure 15: Best- and worst-case forecast of total value sales of hair styling products, China, 2014-24
Market Factors
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- Grey hair coverage expanding and starts early
- Hair in fashion
- E-commerce changes the rules
- Dyeing and styling hair despite understanding the possible harm
- Regulations chasing away defects
Key Players – What You Need to Know
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- Further centralised hair colourant market
- Domestic styling products seeking opportunities online
Market Share
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- L'Oréal and Henkel lead the fast-growing hair colourant market
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- Figure 16: Leading manufacturers' share of value sales of hair colourant product, China, 2018 and 2019
- Figure 17: Examples of L'Oréal hair colourants with online topicality, China, 2019
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- Figure 18: Schwarzkopf Freshlight presenting top three ‘male killer’ colours, China, 2019
- Slowly decentralising styling market led by Beiersdorf
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- Figure 19: Leading manufacturers' share of value sales of hair styling products, China, 2018 and 2019
- Figure 20: Examples of Maestro for Men new launches, China, 2019
- Which brands performed well on e-commerce platforms?
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- Figure 21: Top 10 brands of online* value sales of hair colourant products**, China, November 2018 – October 2019
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- Figure 22: Top 10 brands of online* value sales of hair styling products**, China, November 2018 – October 2019
Competitive Strategies
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- Refresh image through deep collaborations with young male celebrities
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- Figure 23: VS collaborating with top traffic male stars, China, 2018-19
- Premiumisation with international exposure
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- Figure 24: Examples of Maestro at Milan Fashion Week backstage, China, 2019
- Build brand-owned hair colour trends
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- Figure 25: Example of KAO selling new hair colourants via Tmall international, China, 2019
- Leverage flexibility and engagement of online platforms
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- Figure 26: Example screenshots of short videos on Xiaohongshu demonstrating hair combing mascara, China, 2019
Who’s Innovating?
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- Henkel exploring business models in bespoke colourants
- Tap into hair colour after-care
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- Figure 27: Example of hair colourant brand tapping into colour aftercare
- Graphene might offer a healthy colouring solution
- Leverage terms popular in beauty sectors
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- Figure 28: Examples of hair styling products with beauty-related concepts, UK, US, and France, 2019
- Transforming formats could help build momentum online
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- Figure 29: Example of L'Oréal format changing styling product, France, 2019
- Caring ingredients in styling products to promote scalp health
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- Figure 30: Examples of hair styling and colouring products with scalp caring feature, Japan and South Korea, 2019
The Consumer – What You Need to Know
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- 31% of females and 14% of males have curly hair
- Tier two city residents have greater interest in various products
- Limited gap in hair styling product brands used across city tiers
- Pain points skew to styling products’ performance and usage experience
- International hair colourant brands remain dominant
- Consumers are proactively seeking colourants with reduced damage
- Explorative consumers eager to try new and go with trends
Hair Style and Services Usage
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- 63% of females have mid-length hair and one third of them are curly
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- Figure 31: Hair length and style, by gender, November 2019
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- Figure 32: Type of hairstyle, by gender, November 2019
- At-home hair styling and colouring are still niche
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- Figure 33: Behaviour and occasion of hair beauty in the last six months, by gender, November 2019
- Consumers from tier two cities more involved in styling and colouring
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- Figure 34: Behaviour and occasion of hair beauty in the last six months, by city tier, November 2019
Hair Colourant and Styling Products Usage
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- Common styling products users skew to males and colourants to females
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- Figure 35: At-home hair colourant and styling products used in the last six months, by gender, November 2019
- Females are more sophisticated even in styling product usage
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- Figure 36: Repertoire of at-home hair colourants used in the last six months, by gender, November 2019
- Figure 37: Repertoire of at-home hair styling products used in the last six months, by gender, November 2019
- Lower tier cities unleashed their great interest in products
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- Figure 38: At-home hair styling products used in the last six months, by city tier, November 2019
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- Figure 39: At-home hair colourants used in the last six months, by city tier, November 2019
- Volumising power prevailing among young generation
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- Figure 40: At-home hair colourants and styling products used in the last six months, 18-24 yrs vs total (as benchmark), November 2019
Purchased At-home Hair Styling Brands
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- VS and L'Oréal still dominating the market
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- Figure 41: At-home hair styling brands purchased in the last six months, November 2019
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- Figure 42: At-home hair styling brands purchased in the last six months, 2019-20
- Lower tier cities’ enthusiasm expediting channel saturation
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- Figure 43: At-home hair styling brands purchased in the last six months, by city tier, November 2019
- Mind the aging user base
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- Figure 44: At-home hair styling brands purchased in the last six months, by age, November 2019
Pain Points of At-home Hair Styling Products
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- Guiding consumers’ usage remains priority
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- Figure 45: Pain points of at-home hair styling products, November 2019
- Females seek puffy results and better additional features
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- Figure 46: Pain points of at-home hair styling products, by gender, November 2019
- Users with longer hair need more help
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- Figure 47: Pain points of at-home hair styling products, by hair style, November 2019
Purchased At-home Hair Colourant Brands
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- Schwarzkopf and L'Oréal reach over half of users
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- Figure 48: At-home hair colourants brands purchased in the last six months, November 2019
- Top brands gaining young consumers’ attention
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- Figure 49: At-home hair colourants brands purchased in the last six months, by age, November 2019
- Higher earners have more diverse brand interests
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- Figure 50: At-home hair colourants brands purchased in the last six months, by monthly personal income, November 2019
Features for Ideal At-home Hair Colourant Products
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- Free from irritating ingredients over finding naturally sourced colourants
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- Figure 51: Features for ideal at-home hair colourant products, November 2019
- Female users demand safer products with more detailed instructions
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- Figure 52: Features for ideal at-home hair colourant products, by gender, November 2019
- Higher earners look for additional caring ingredients and vegan formulas
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- Figure 53: Features for ideal at-home hair colourant products, by monthly personal income, November 2019
Behaviours and Attitudes towards Hair Colouring
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- Trendy colour offers stronger drive than grey coverage
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- Figure 54: Behaviours and attitudes towards hair colouring, November 2019
- Chinese respondents are more explorative compared to the UK
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- Figure 55: Behaviours and attitudes towards hair colouring – ‘yes’, UK and China, November 2019
- Grey coverage demand soars after 25
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- Figure 56: Behaviours and attitudes towards hair colouring – ‘yes’, female, by age, November 2019
- Explorative older age groups
Meet the Mintropolitans
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- Mintropolitans eager to try new things
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- Figure 57: Gap of behaviours and attitudes towards hair colouring – ‘yes’, Mintropolitan vs non-Mintropolitan (as benchmark), November 2019
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- Figure 58: At-home hair colourant and styling products used in the last six months, by consumer classification, November 2019
- Mintropolitans demands neat and damage free styling products
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- Figure 59: Gap of pain points of at-home hair styling products, Mintropolitans vs non-Mintropolitans (as benchmark), November 2019
- Mintropolitans care more about safe and caring colourant ingredients
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- Figure 60: Features for ideal at-home hair colourant products, by consumer classification, November 2019
Appendix – Market Size and Forecast
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- Figure 61: Total value sales of hair colourants, China, 2014-24
- Figure 62: Total value sales of hair styling products, China, 2014-24
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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