Table of Contents
Executive Summary
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- The market continues to decline
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- Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
- Reduced advertising spend
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- Figure 2: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
- Men lag behind on usage…
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- Figure 3: Usage of hair colourants in the past 12 months, by gender, October 2015
- …but are experimenting with expensive brands
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- Figure 4: Shopping behaviours, by gender, October 2015
- Experimentation and damage control may be driving temporary colour
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- Figure 5: Attitudes to types of hair colourant, October 2015
- Low priced products are good enough
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- Figure 6: Attitudes towards shopping for home hair colourants, October 2015
- Interest in greater guidance
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- Figure 7: Interest in products/services to aid the shopping experience, October 2015
- What we think
Issues and Insights
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- Permanent continues to decline
- The facts
- The implications
- Personalisation could add value to the category
- The facts
- The implications
- Growth opportunities in men’s hair colour
- The facts
- The implications
The Market – What You Need to Know
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- A category declining in value
- Temporary colour segment booms
- Search for low price drives discounters and multiple grocers
- Rise in 25-44s could boost the market
- 2015 colouring trends
Market Size and Forecast
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- Discount retailers hampering value growth
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- Figure 8: UK retail value sales of hair colourants, at current and constant prices, 2010-20
- A category in decline
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- Figure 9: Best- and worst-case forecast of UK value sales of hair colourants, 2010-20
Segment Performance
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- Temporary colour continues to boom
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- Figure 10: UK retail value sales of hair colourants, 2014-15
- Permanent segment suffers from lack of investment
Channels to Market
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- Price drives discount retailers and multiple grocers
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- Figure 11: UK retail value sales of hair colourants, 2014-15
- Experimentation boosts online channel
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- Figure 12: ‘Latest Finds’ display, Boots London Fleet Street store, May 2014
Market Drivers
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- Grey is an issue after 25
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- Figure 13: Trends in the age structure of the UK population, by gender, 2010-20
- Making colouring fashionable for older people
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- Figure 14: Interest in trying hair beauty trends amongst those who have not already tried them, by age, September 2015
- Seeking low prices
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- Figure 15: Trends in financial situation, October 2011 and October 2015
- Young people are visiting salons
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- Figure 16: Frequency of in-salon all-over hair colouring (women only), June 2015
- Bold colouring trends
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- Figure 17: Grey hair look, 2015
- Reinvigorating old shades
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- Figure 18: Bronde hair look, 2015
Key Players – What You Need to Know
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- Most trusted brands are the most used…
- …whilst brands that focus on daring colours have limited appeal
- Advertising sees decline in spend
- Innovation in temporary colour
- Own-label holds its own against brands
Brand Research
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- Brand map
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- Figure 19: Attitudes towards and usage of selected hair colourant brands, November 2015
- Key brand metrics
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- Figure 20: Key metrics for selected hair colourant brands, November 2015
- Brand attitudes: John Frieda and Bumble and bumble. have strongest premium images
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- Figure 21: Attitudes, by hair colourant brand, November 2015
- Brand personality: Just for Men struggles to create upbeat connotations
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- Figure 22: Brand personality – Macro image, November 2015
- BLEACH London and Schwarzkopf Live Color XXL share youthful and quirky images
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- Figure 23: Brand personality – Micro image, November 2015
- Brand analysis
- John Frieda is seen as high quality and glamorous
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- Figure 24: User profile of John Frieda, November 2015
- L’Oréal Casting Crème Gloss combines accessibility with perception of expertise
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- Figure 25: User profile of L’Oréal Casting Crème Gloss, November 2015
- Schwarzkopf Live Color XXL’s range of colours ensures a youthful and quirky image
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- Figure 26: User profile of Schwarzkopf Live Color XXL, November 2015
- Just for Men has a high profile but is more likely to be seen as boring and tired than other brands
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- Figure 27: User profile of Just for Men, November 2015
- Bumble and bumble. has the least accessible image, but a fifth consider it worth paying more for
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- Figure 28: User profile of Bumble and bumble., November 2015
- BLEACH London has a low profile, but range of colours ensures that it stands out more than more established brands
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- Figure 29: User profile of BLEACH London, November 2015
Brand Communication and Promotion
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- Festive season presents advertising opportunities
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by quarterly spend, 2012-15
- P&G and L’Oréal lead advertising spend
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on hair colourants, by top spending companies, 2014-15
- Controversial campaigns
- Consumer as influencer
- Coverage/methodology clarification
Launch Activity and Innovation
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- P&G brings salon into the home
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- Figure 32: New product development in the hair colourants category, by top ultimate companies, 2015
- Decline in launch activity
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- Figure 33: New product launches in the hair colourants category, by launch type, 2012-15
- Temporary products see innovation…
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- Figure 34: Examples of new temporary colour product innovations, January-November 2015
- …influencing positioning claims for colourants
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- Figure 35: Top claims in the hair colourants category by 2014, 2012-15
- Figure 36: Examples of products featuring time/speed claims, January-November 2015
- Vitamin claims show a decline
Market Share
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- Brands show decline in value
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- Figure 37: Brand shares in hair colourants category, years ending September, 2014 and 2015
The Consumer – What You Need to Know
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- Men offer growth opportunities
- Social colouring
- Overall usage sees a decline
- In-store shopping is preferred…
- …however in-store advice could boost the category
Usage of Hair Colourants
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- Men are not colouring as much as women
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- Figure 38: Usage of hair colourants in the past 12 months, by gender, October 2015
- Motivation amongst men may be different
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- Figure 39: Usage of home hair colourants in the past 12 months, by gender and age, October 2015
- Social colouring
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- Figure 40: Colouring on oneself vs coloured by someone else at home in the past 12 months, by age, October 2015
- Overall usage is declining
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- Figure 41: Trends in usage of hair colourants compared with 12 months ago, October 2015
- Biggest difference coming from the highest users
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- Figure 42: Trends in usage of selected hair colourants, by age, October 2015
- Growth in middle-aged users
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- Figure 43: Trends in usage of permanent hair dye products, by age, October 2015
Attitudes to Types of Hair Colourant
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- Damage concern
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- Figure 44: Attitudes to types of hair colourant, October 2015
- Natural brands should focus on colour
- Permanent colour makes experimentation difficult
- More help with part colouring techniques
Shopping for Hair Colourants
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- Men are less likely to buy for themselves
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- Figure 45: Purchase of home hair colourants, by gender, October 2015
- Women shop in-store, men prefer online
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- Figure 46: Places of purchase of home hair colourants, by gender, October 2015
- Supermarkets driving in-store purchases
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- Figure 47: Places of purchase of home hair colourants, October 2015
- Specialised products are purchased online
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- Figure 48: Places of purchase of home hair colourants, by product used, October 2015
- Men are less brand loyal but more experimental
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- Figure 49: Shopping behaviours, by gender, October 2015
- Men are worried about damage
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- Figure 50: Attitudes towards shopping for home hair colourants, October 2015
- Low priced products offering value for money
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- Figure 51: Agreement with lower priced brands being just as good as expensive brands, by age, October 2015
Innovation Opportunities for the Shopping Experience
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- Advice and guidance is important
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- Figure 52: Interest in products/services to aid the shopping experience, by gender, October 2015
- Men want better instructions
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- Figure 53: Interest in innovations with more information, by gender, October 2015
- Personalisation opportunities
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- Figure 54: Interest in other innovations, by gender, October 2015
- Men are interested in ethnic diversity
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
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