Table of Contents
Introduction
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- Products covered in this report
- Definitions:
- Abbreviations
Executive Summary
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- Market growth continues but pace is slowing
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- Figure 1: Best- and worst-case forecast of UK value sales of haircare products, 2008-18
- Appealing to an ageing consumer is essential
- Shampoo takes the largest share of launches
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- Figure 2: UK product launches in the shampoo, conditioners, treatment and styling market, 2011-13
- Shampoo continues to hold the highest penetration
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- Figure 3: Hair product usage, by gender, February 2014
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- Figure 4: Attitudes towards shopping for haircare products, by gender, February 2014
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- Figure 5: Attitudes towards haircare, February 2014
- What we think
Issues and Insights
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- Building brand loyalty in the shampoo and conditioner market
- The facts
- The implications
- Product repertoires suffering from cannibalisation
- The facts
- The implications
- Anti-ageing holds opportunities for the haircare markets
- The facts
- The implications
Trend Application
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- Trend: Return to the Experts
- Trend: Retired for Hire
- Mintel futures trend: Human
Market Drivers
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- Key points
- Ageing population
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- Figure 6: Trends in the age structure of the UK population, by gender, 2008-18
- Increasing employment needs a well-groomed image
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- Figure 7: Employment and unemployment, by gender, 2008-18
- Shorter showers call for faster products
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- Figure 8: Green household habits, December 2013
- Socialising provides opportunity for the haircare market
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- Figure 9: What extra money is spent on, selected items, January 2014
- Nine in ten women use a blow dryer
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- Figure 10: Hair appliance frequency of use, February 2014
Who’s Innovating?
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- Key points
- Shampoo takes the largest share of launches
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- Figure 11: UK product launches in the shampoo, conditioners, treatment and styling market, 2011-13
- Figure 12: Notable new product launches in the shampoo category, 2013
- Brightening and illuminating popular in 2013
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- Figure 13: Top ten product positioning claims of shampoo and conditioner products, 2013
- Figure 14: Shampoo and conditioner products containing the brightening/illuminating claim, 2013
- Environmentally friendly packaging trends
- Free-from claims hold appeal
- P&G leads company activity
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- Figure 15: UK product launches in the shampoo and conditioners market, by ultimate company, 2013
- Hair styling focuses on speed
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- Figure 16: Top five product positioning claims of UK styling products, 2012-13
- Figure 17: UK hair styling product examples featuring the time/speed claim, 2013
- Treatments for damaged hair can boost own-label sales
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- Figure 18: Own-label product examples in the UK hair treatment market, 2013
- Hair fullness a developing trend in 2014
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- Figure 19: New haircare product examples following the hair fullness trend, January-March 2014
Market Size and Forecast
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- Key points
- Growth maintained in 2013 however pace slows
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- Figure 20: UK retail value sales of haircare products, 2008-18
- Steady pace of growth continues to 2018
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- Figure 21: Best- and worst-case forecast of UK value sales of haircare products, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Shampoo continues to lead the market
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- Figure 22: UK retail value sales of haircare products, by segment 2008-13
- 2-in-1 shampoo sales grow
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- Figure 23: UK retail value sales of shampoo products, 2012-13
- While conditioner thrives, treatment sales stall in 2013
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- Figure 24: UK retail value sales of conditioner and treatment products, 2012-13
- Hair styling moves to a less “styled” approach
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- Figure 25: UK retail value sales of styling products, 2012-13
Market Share
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- Key points
- Own-label suffers in shampoo market
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- Figure 26: UK retail value sales of shampoo, by brand, 2012-13
- Aussie and Tresemmé increase market share
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- Figure 27: UK retail value sales of conditioners and treatments, by brand, 2012-13
- got2b styling sees largest sales increase
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- Figure 28: UK retail value sales of styling products, by brand, 2012-13
Companies and Products
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- Henkel
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- Figure 29: Key financials for Henkel Limited, 2011 and 2012
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- Figure 30: Examples of new product launches by Henkel in the haircare market, Jan 2013-March 2014
- Kao
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- Figure 31: Key financials for Kao Corporation (global), 2011-12
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- Figure 32: Examples of new product launches by Kao in the haircare market, Jan 2013-March 2014
- L’Oréal
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- Figure 33: L’Oréal (UK) Ltd, financial performance, 2011-12
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- Figure 34: Examples of new product launches by L’Oréal in the haircare market, Jan 2013-March 2014
- Procter & Gamble
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- Figure 35: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
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- Figure 36: Examples of new product launches by Procter & Gamble in the haircare market, Jan 2013-March 2014
- PZ Cussons
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- Figure 37: Key financials for PZ Cussons UK, 2012-13
- Figure 38: Key financials for PZ Cussons Beauty LLP, 2012-13
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- Figure 39: Examples of new product launches by PZ Cussons in the haircare market, Jan 2013-March 2014
- Unilever
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- Figure 40: Key financials for Unilever UK Limited, 2011-12
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- Figure 41: Examples of new product launches by Unilever in the haircare market, Jan 2013-March 2014
Brand Advertising, Perceptions and Social Media
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- Key points
- Advertising spend mirrors launch activity
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- Figure 42: Main monitored advertising spend on haircare products, 2011-13
- P&G accounts for over 40% of advertising spend
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- Figure 43: Main monitored advertising spend on haircare products, by advertiser, 2011-13
- TV and press dominate
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- Figure 44: Main monitored advertising spend on haircare products, by advertiser, 2011-13
- Shampoo and conditioner duos dominate spend in the category
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- Figure 45: Main monitored advertising spend on haircare products, by top 10 product categories, 2013
- Brand perceptions
- Key brand metrics
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- Figure 46: Key brand metrics, January 2014
- Brand map
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- Figure 47: Attitudes towards and usage of brands in the hair care sector, January 2014
- Correspondence analysis
- Brand attitudes
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- Figure 48: Attitudes, by hair care brand, January 2014
- Brand personality
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- Figure 49: Hair care brand personality – macro image, January 2014
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- Figure 50: Hair care brand personality – micro image, January 2014
- Brand usage
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- Figure 51: Hair care brand usage, January 2014
- Brand experience
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- Figure 52: Hair care brand experience, January 2014
- Social media and online buzz
- Social media metrics
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- Figure 53: Social media metrics of selected hair care brands, March 2014
- Batiste uses Twitter to generate more mentions than Dove
- Dove’s different accounts may cause confusion
- Activity on Twitter does not always result in mentions
- Online mentions
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- Figure 54: Online mentions of selected hair care brands, 24th February 2013-2nd March 2014
- Competitions form a significant proportion of mentions for smaller brands
- Bigger brands do not have to rely on competitions
- Dove’s reputation means it has greater ethical standards to uphold
- Where discussion is occurring
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- Figure 55: Media through which conversation is happening, by brand, 24th February 2013 – 2nd March 2014
- Conversations generally occur on microblogs
- Topics of discussion
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- Figure 56: Topics of discussion around selected hair care brands, 24th February 2013 - 2nd March 2014
- Figure 57: Topics of discussion around selected hair care brands, by week, 24th February 2013 - 2nd March 2014
- The competitions and advertising discussions tend to be focused around one particular brand at a time
- Reviews
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- Figure 58: Brand share of voice around reviews, 24th February 2013 - 2nd March 2014
- Fragrance
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- Figure 59: Brand share of voice around fragrance, 24th February 2013 - 2nd March 2014
- Analysis by brand
- Batiste
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- Figure 60: Topic cloud around mentions of Batiste, 1st March 2013 – 28th February 2014
- Dove
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- Figure 61: Topic cloud of mentions around Dove, 1st March 2013 – 28th February 2014
- Bumble and bumble
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- Figure 62: Topic cloud around mentions of Bumble and bumble, 1st March 2013 – 28th February 2014
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- Figure 63: Topic cloud around mentions of London Fashion Week, 1st March 2013 – 28th February 2014
- Head & Shoulders
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- Figure 64: Mentions around different Head & Shoulders ambassadors, 1st March 2007-28th February 2014
- Lee Stafford
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- Figure 65: Topic cloud around mentions of Lee Stafford, 1st March 2013 – 28th February 2014
- Aussie
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- Figure 66: Topic cloud around mentions of Aussie, 1st March 2013 – 28th February 2014
- Moroccanoil
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- Figure 67: Topic cloud of mentions around Moroccanoil, 1st March 2013 – 28th February 2014
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- Figure 68: Topic cloud of discussions around argan oil, 1st March 2013– 28th February 2014
- Pantene Pro-V
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- Figure 69: Topic cloud around mentions of Pantene Pro-V, 1st March 2013 – 28th February 2014
Channels to Market
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- Key points
- Loyalty reward schemes draw consumers to big retailers
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- Figure 70: UK retail value sales of shampoo, conditioners and styling products, by outlet type, 2012-13
- Online pureplayer sales see biggest increases
The Consumer – Product Usage and Frequency Amongst Women
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- Key points
- Shampoo continues to hold the highest penetration
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- Figure 71: Hair product usage amongst females, February 2013 and February 2014
- New formats grow in popularity
- Styling products are the most frequently used
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- Figure 72: Frequency of hair product usage amongst females, February 2014
- Heat protection benefits from the uptick in heated appliances
- Young women have the widest product repertoire
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- Figure 73: Repertoire of hair product usage amongst women, by age, February 2014
The Consumer – Product Usage and Frequency Amongst Men
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- Key points
- Young men interested in convenience
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- Figure 74: Selected hair product usage amongst men, February 2013 and February 2014
- Dry shampoo has room for growth
- Frequent styling pursued by 16-24-year-olds
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- Figure 75: Frequency of hair product usage amongst males, February 2014
- Product repertoire peaks at an older age than women
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- Figure 76: Repertoire of hair product usage amongst men, by age, February 2014
The Consumer – Desired Product Attributes
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- Key points
- Half of consumers look for shampoo for their hair type
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- Figure 77: Desired shampoo and conditioner product attributes, by gender, February 2014
- Male consumers focus on scalp health
- Volume is a key desire for styling products
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- Figure 78: Desired styling product attributes, by gender, February 2014
- Treatments linked to moisture
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- Figure 79: Desired treatment, serum and oil product attributes, by gender, February 2014
The Consumer – Shopping for Haircare
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- Key points
- Four in ten adults show brand loyalty
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- Figure 80: Attitudes towards shopping for haircare products, by gender, February 2014
- Salon results claims continue to drive purchase
- Male consumers are more price driven
The Consumer – Interest in New Product Development
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- Key points
- Co-conditioners lead NPD interest
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- Figure 81: Interest in new product development, February 2014
- Cosmetics cross over into haircare
- Growing interest in scalp health
- Opportunities for fine fragrance in haircare
The Consumer – Attitudes towards Haircare
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- Key points
- Consumers see the benefits of hair treatments
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- Figure 82: Attitudes towards haircare, February 2014
- Fear of frequent washing boosts dry shampoo
- Anti-ageing haircare markets
Appendix – Who’s Innovating?
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- Figure 83: UK haircare product launches, by launch type, 2013
- Figure 84: Top ten product positioning claims of shampoo and conditioner products, 2012-13
- Figure 85: UK shampoo and conditioner product launches, by manufacturer type, 2011-13
- Figure 86: UK styling and treatment product launches, by ultimate company, 2013
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- Figure 87: UK hair treatment product launches, by manufacturer type, 2011-13
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Appendix – Market Size and Forecast
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- Figure 88: Best- and worst-case forecast of UK value sales of shampoo products, 2008-18
- Figure 89: Best- and worst-case forecast of UK value sales of conditioner products, 2008-18
- Figure 90: Best- and worst-case forecast of UK value sales of styling products, 2008-18
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Appendix – Brand Advertising, Perceptions and Social Media
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- Figure 91: Main monitored advertising spend on haircare products, by top 10 product categories, 2011-13
- Figure 92: Brand usage, January 2014
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- Figure 93: Brand commitment, January 2014
- Figure 94: Brand diversity, January 2014
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- Figure 95: Brand satisfaction, January 2014
- Figure 96: Brand recommendation, January 2014
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- Figure 97: Brand attitude, January 2014
- Figure 98: Brand image – macro image, January 2014
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- Figure 99: Brand image – micro image, January 2014
- Social media and online buzz
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- Figure 100: Online mentions of selected hair care brands, 24th February 2013-2nd March 2014
- Figure 101: Topics of discussion around selected hair care brands, 24th February 2013 – 2nd March 2014
- Figure 102: Media through which conversation is happening, 24th February 2013-2nd March 2014
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Appendix – The Consumer – Usage and Frequency
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- Figure 103: Hair product usage, February 2014
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- Figure 104: Interest in new product development, by most popular hair product usage, February 2014
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- Figure 105: Interest in new product development, by next most popular hair product usage, February 2014
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- Figure 106: Interest in new product development, by other hair product usage, February 2014
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- Figure 107: Repertoire of hair product usage, February 2014
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- Figure 108: Hair appliance usage, by repertoire of hair product usage, February 2014
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- Figure 109: Attitudes towards haircare, by repertoire of hair product usage, February 2014
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- Figure 110: Hair product frequency, February 2014
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- Figure 111: Attitudes towards haircare, by hair product frequency – Shampoo, February 2014
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- Figure 112: Attitudes towards haircare, by hair product frequency – Dry or no-rinse shampoo, February 2014
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- Figure 113: Attitudes towards haircare, by hair product frequency – Conditioner, February 2014
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- Figure 114: Attitudes towards haircare, by hair product frequency – Leave-in conditioner, February 2014
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- Figure 115: Attitudes towards haircare, by hair product frequency – 2-in-1 shampoo and conditioner, February 2014
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- Figure 116: Attitudes towards haircare, by hair product frequency – hair treatments or masks, February 2014
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- Figure 117: Attitudes towards haircare, by hair product frequency – Hair serum, February 2014
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- Figure 118: Attitudes towards haircare, by hair product frequency – Hair oil, February 2014
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- Figure 119: Attitudes towards haircare, by hair product frequency – Hairspray, February 2014
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- Figure 120: Attitudes towards haircare, by hair product frequency – Styling mousse or foam, February 2014
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- Figure 121: Attitudes towards haircare, by hair product frequency – Styling gel, February 2014
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- Figure 122: Attitudes towards haircare, by hair product frequency – Styling cream or lotion, February 2014
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- Figure 123: Attitudes towards haircare, by hair product frequency – Hair putty, wax or texturiser, February 2014
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- Figure 124: Attitudes towards haircare, by hair product frequency – Heat protection product, February 2014
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- Figure 125: Most popular hair product usage, by demographics, February 2014
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- Figure 126: Next most popular hair product usage, by demographics, February 2014
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- Figure 127: Other hair product usage, by demographics, February 2014
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- Figure 128: Repertoire of hair product usage, by demographics, February 2014
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- Figure 129: Hair product frequency – Shampoo, by demographics, February 2014
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- Figure 130: Hair product frequency – Dry or no-rinse shampoo, by demographics, February 2014
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- Figure 131: Hair product frequency – Conditioner, by demographics, February 2014
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- Figure 132: Hair product frequency – Leave-in conditioner, by demographics, February 2014
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- Figure 133: Hair product frequency – 2-in-1 shampoo and conditioner, by demographics, February 2014
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- Figure 134: Hair product frequency – hair treatments or masks, by demographics, February 2014
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- Figure 135: Hair product frequency – Hair serum, by demographics, February 2014
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- Figure 136: Hair product frequency – Hair oil, by demographics, February 2014
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- Figure 137: Hair product frequency – Hairspray, by demographics, February 2014
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- Figure 138: Hair product frequency – Styling mousse or foam, by demographics, February 2014
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- Figure 139: Hair product frequency – Styling gel, by demographics, February 2014
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- Figure 140: Hair product frequency – Styling cream or lotion, by demographics, February 2014
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- Figure 141: Hair product frequency – Hair putty, wax or texturiser, by demographics, February 2014
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- Figure 142: Hair product frequency – Heat protection product, by demographics, February 2014
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Appendix – The Consumer – Desired Product Attributes
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- Figure 143: Desired product attributes, February 2014
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- Figure 144: Most popular desired shampoo and conditioner attributes, by demographics, February 2014
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- Figure 145: Next most popular desired shampoo and conditioner attributes, by demographics, February 2014
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- Figure 146: Other desired shampoo and conditioner attributes, by demographics, February 2014
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- Figure 147: Most popular desired hair styling products (eg hairspray, gel) attributes, by demographics, February 2014
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- Figure 148: Next most popular desired hair styling products (eg hairspray, gel) attributes, by demographics, February 2014
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- Figure 149: Other desired hair styling products (eg hairspray, gel) attributes, by demographics, February 2014
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- Figure 150: Most popular desired hair treatments, serums, and oils attributes, by demographics, February 2014
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- Figure 151: Next most popular desired hair treatments, serums, and oils attributes, by demographics, February 2014
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- Figure 152: Other desired hair treatments, serums, and oils attributes, by demographics, February 2014
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Appendix – The Consumer – Shopping for Haircare
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- Figure 153: Shopping for haircare, February 2014
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- Figure 154: Hair product usage, by most popular shopping for haircare, February 2014
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- Figure 155: Hair product usage, by next most popular shopping for haircare, February 2014
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- Figure 156: Hair product usage, by other shopping for haircare, February 2014
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- Figure 157: Attitudes towards haircare, by most popular shopping for haircare, February 2014
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- Figure 158: Attitudes towards haircare, by next most popular shopping for haircare, February 2014
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- Figure 159: Attitudes towards haircare, by other shopping for haircare, February 2014
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- Figure 160: Most popular shopping for haircare, by demographics, February 2014
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- Figure 161: Next most popular shopping for haircare, by demographics, February 2014
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- Figure 162: Other shopping for haircare, by demographics, February 2014
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Appendix – The Consumer – Interest in New Product Development
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- Figure 163: Interest in new product development, February 2014
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- Figure 164: Most popular interest in new product development, by demographics, February 2014
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- Figure 165: Next most popular interest in new product development, by demographics, February 2014
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- Figure 166: Other interest in new product development, by demographics, February 2014
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Appendix – The Consumer – Attitudes towards Haircare
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- Figure 167: Attitudes towards haircare, February 2014
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- Figure 168: Desired shampoo and conditioner attributes, by most popular attitudes towards haircare, February 2014
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- Figure 169: Desired shampoo and conditioner attributes, by next most popular attitudes towards haircare, February 2014
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- Figure 170: Desired hair styling products (eg hairspray, gel) attributes, by most popular attitudes towards haircare, February 2014
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- Figure 171: Desired hair styling products (eg hairspray, gel) attributes, by next most popular attitudes towards haircare, February 2014
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- Figure 172: Desired hair treatments, serums, and oils attributes, by most popular attitudes towards haircare, February 2014
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- Figure 173: Desired hair treatments, serums, and oils attributes, by next most popular attitudes towards haircare, February 2014
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- Figure 174: Most popular attitudes towards haircare, by demographics, February 2014
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- Figure 175: Next most popular attitudes towards haircare, by demographics, February 2014
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- Figure 176: Other attitudes towards haircare, by demographics, February 2014
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