What you need to know
The COVID-19 pandemic has had a profound and complex impact on the home hair color market. In the absence of salons during lockdowns, even consumers who typically rely on professional salon services for hair color took a DIY approach, leading to increased usage of home hair color products. To keep salon-goers engaged in the category post-pandemic, brands should help them foster newly acquired skills, highlight specific ways home hair color can work in tandem with professional hair color and continue to highlight the cost-savings of DIY hair color.
Key issues covered in this Report
The impact of COVID-19 on consumer behavior and the home hair color market
How the market will fare in a post-COVID-19 down economy
Consumers’ usage of home hair color products
Consumers’ attitudes and behaviors toward hair color
Definition
For the purposes of this Report, Mintel has used the following definitions:
Permanent hair color – provides long-lasting, all-over color that typically lasts up to eight weeks
Semi- or demi-permanent hair color – lasts between six and 24 washes
Temporary hair color – available in a wide range of forms, including sprays, foams, gels, powder and chalk; can be washed out in one or two shampoos
Highlighting products – for treating specific sections of the hair to create lighter or darker sections; includes “ombre” hair color kits that produce graduated color that gets lighter toward the ends
Bleach – for removing the color from hair; used to create blonde and platinum colors
Root touch-ups – hair color that blends in root regrowth or covers grays between all-over coloring
Excluded from the Market Size, Segment Performance and Brand sections of this Report are:
Home perm products
Home straightening kits
