Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2009-19
- Market drivers
- Companies, brands and innovation
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- Figure 2: New product launches, by top ultimate companies, January-November 2014
- The consumer
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- Figure 3: Shade used, October 2014
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- Figure 4: Top purchase factors, October 2014
- What we think
Issues & Insights
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- Older women are less likely to colour
- The facts
- The implications
- Young men are going grey
- The facts
- The implications
- Rise in value of temporary colour segment
- The facts
- The implications
Trend Application
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- Trend: Guiding Choice
- Trend: Life Hacking
- Futures Trend: Old Gold
Market Drivers
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- Key points
- Age of population
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- Figure 5: Trends in the age structure of the UK population, 2009-19
- Interest in natural and organic products
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- Figure 6: Purchase of natural/organic toiletries, September 2014
- Young women have biggest range of haircare products
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- Figure 7: Repertoire of hair products usage amongst women, by age, February 2014
- Greater guidance could drive experimentation
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- Figure 8: Attitudes towards point colour, May 2014
Who’s Innovating?
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- Key points
- New product launches show different formats
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- Figure 9: New product launches, percentage share by launch type January 2010 – November 2014
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- Figure 10: Examples of new product launches, January-November 2014
- L’Oréal leads launches in 2014
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- Figure 11: New product launches, by top six ultimate companies and other, January-November 2014
- Figure 12: Launches by L’Oréal in the hair colourants category, January-November 2014
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- Figure 13: Launches by Bleach Products in the hair colourants category, January-November 2014
- Rise in environmentally friendly claims
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- Figure 14: New product launches, by top claims (based on 2014), January 2013-November 2014
- Figure 15: Natural and organic hair colourant launches, January-November 2014
Market Size and Forecast
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- Key points
- Growth and decline in recent years
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- Figure 16: UK retail value sales of hair colourants, 2009-19
- Slow decline predicted
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- Figure 17: Best- and worst-case forecast of UK value sales of hair colourants, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Temporary colours see the biggest rise in value
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- Figure 18: UK retail value sales of hair colourants and home perms, by sector, October 2013-October 2014
Market Share
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- Key points
- Brands struggle to show growth in 2014
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- Figure 19: Brand value shares in hair colourants, 2013 and 2014 (year ending October)
- Decline in popularity of foam colourants impacts sales of John Frieda
Companies and Products
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- L’Oréal
- Background and structure
- Strategy and financial performance
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- Figure 20: L’Oréal (UK) Ltd financial performance, 2012-13
- Product range and innovation
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- Figure 21: Examples of new product launches by L’Oréal in the hair colourants market, June 2013-November 2014
- Figure 22: Examples of new product launches by L’Oréal in the hair colourants market, June 2013-November 2014 (continued)
- Marketing and advertising
- Kao
- Background and structure
- Strategy and financial performance
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- Figure 23: Key financials for Kao Corporation (global), 2012-13
- Product range and innovation
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- Figure 24: Examples of new product launches by Kao in the hair colour market, June 2013-November 2014
- Marketing and advertising
- PZ Cussons
- Background and structure
- Strategy and financial performance
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- Figure 25: Key financials for PZ Cussons UK, 2012-13
- Figure 26: Key financials for PZ Cussons Beauty LLP, 2012-13
- Product range and innovation
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- Figure 27: Examples of new product launches by PZ Cussons in the hair colourant market, June 2013-November 2014
- Marketing and advertising
- Henkel
- Background and structure
- Strategy and financial performance
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- Figure 28: Henkel Limited financial performance, 2012 and 2013
- Product range and innovation
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- Figure 29: Examples of new product launches by Henkel in the hair colourant market, June 2013-November 2014
- Marketing and advertising
- Procter & Gamble
- Background and structure
- Strategy and financial performance
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- Figure 30: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
- Product range and innovation
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- Figure 31: Examples of new product launches by Procter & Gamble in the hair colourant market, June 2013-November 2014
- Marketing and advertising
Brand Communication and Promotion
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- Key points
- Advertising spend maintains focus on TV advertising
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- Figure 32: Main monitored media advertising expenditure on hair colourants, by media type, Jan 2010-November 2014
- Selected advertisers
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- Figure 33: Main monitored advertising expenditure on hair colourants, by top advertisers, Jan 2013-November 2014
- Advertising spend is even all year round
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- Figure 34: Advertising spend by quarter, January 2010-November 2014
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, November 2014
- Correspondence analysis
- Brand attitudes
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- Figure 36: Attitudes, by brand, November 2014
- Brand personality
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- Figure 37: Brand personality – macro image, November 2014
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- Figure 38: Brand personality – Micro image, November 2014
- Brand experience
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- Figure 39: Selected brand usage, November 2014
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- Figure 40: Satisfaction with selected brands, November 2014
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- Figure 41: Consideration of selected brands, November 2014
- Brand recommendation
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- Figure 42: Recommendation of selected brands, November 2014
Channels to Market
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- Key points
- Rise of discount stores
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- Figure 43: UK retail sales of hair colourants, by outlet type, 2013-14 (est)
The Consumer – Grey Level
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- Key points
- Young men have more grey than young women
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- Figure 44: Grey level, October 2014
- Grey level rises amongst middle aged
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- Figure 45: Percentage of adults with any level of grey, by age
The Consumer – Hair Colour
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- Key points
- Darker colours are most prevalent naturally
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- Figure 46: Original hair colour, October 2014
- People stick to their natural shade for all-over colours
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- Figure 47: Shade used, October 2014
- From silver to gold; older people dyeing to go blonde
- Men use darker colours
The Consumer – Products Used
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- Key points
- Young people more likely to use part-colouring products
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- Figure 48: Home hair colourant products used, October 2014
- Highlighting may be used to cover the first signs of grey
- Young people use a greater range of products
- Three in ten colour at the salon
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- Figure 49: Usage of hair salon, October 2014
The Consumer – Purchase Factors
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- Key points
- Colour is the most important factor
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- Figure 50: Top purchase factors, October 2014
- The importance of brand name and low pricing
- Exclusion of chemicals considered important
- Advertising/celebrity endorsement is low priority
The Consumer – Perceptions of Format Types
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- Key points
- Methodology
- Creams and foams are more user friendly
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- Figure 51: Correspondence analysis of format types, October 2014
- Low colour ratings
- Chalks offer vibrancy with low commitment
- Sprays are damaging but alternative formats are fun
Appendix – Market Share
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- Figure 52: Manufacturer shares in hair colourants, 2013 and 2014 (year ending October)
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