What you need to know
The category has seen continued decline in value, impacted by consumers seeking out the lowest prices on branded goods and the booming temporary colour segment, with a 3% decline in 2015 taking the value of the market to £323 million.
The lack of innovation in the high value permanent colour segment, as well as limitations in being able to experiment with different shades, has further had an impact on the overall category. However, there is potential for growth from enabling greater personalisation opportunities as well as providing more advice, whilst targeting male consumers can also help boost the category.
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