Table of Contents
Overview
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- What you need to know
- Products covered in this Report
- Excluded
Executive Summary
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- The market
- A fluctuating market
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- Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2011-21
- Companies and brands
- Bright shades spark sales of vibrant brands
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- Figure 2: Brand shares in hair colourants, year ending February 2017
- Launch activity sees a rise
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- Figure 3: New product launches in hair colourants, by launch type, January 2014-March 2017
- The consumer
- Home colouring sees a rise
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- Figure 4: Usage of hair colourants in the past 12 months, October 2015 and January 2017
- Usage of permanent colour products sees little change
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- Figure 5: Trends in usage of hair colourants compared with 12 months ago, January 2017
- Hair colourers are extending their colour
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- Figure 6: Hair colouring behaviours in the last 12 months, January 2017
- Ammonia and peroxide are associated with damage
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- Figure 7: Factors indicating a hair colourant product is less damaging, January 2017
- Some grey is acceptable
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- Figure 8: Attitudes towards colouring hair, January 2017
- What we think
Issues and Insights
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- Temporary products continue to boom
- The facts
- The implications
- Changing behaviours impacting colouring frequency
- The facts
- The implications
The Market – What You Need to Know
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- A fluctuating market
- Temporary colour continues to grow in value
- Savvy shopping behaviours drive where people buy
- Positioning part colouring techniques to a greying population
- Damage concern may be impacting colouring frequency
- Using ingredients to drive value
Market Size and Forecast
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- A fluctuating market
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- Figure 9: UK retail value sales of hair colourants, at current and constant prices, 2011-21
- Slow growth predicted
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- Figure 10: Best- and worst-case forecast of UK value sales of hair colourants, 2011-21
- Forecast methodology
Market Segmentation
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- Temporary colour continues to boom
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- Figure 11: UK retail value sales of hair colours by segment, 2015-16
- Permanent products fall in favour
Channels to Market
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- Savvy shopping drives groceries and discounters
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- Figure 12: UK retail value sales of hair colourants, by retail channel, 2015-16
- Boosting frequency of purchase via the online channel
Market Drivers
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- A greying population
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- Figure 13: Trends in the age structure of the UK population, 2011-21
- Damage concern is high
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- Figure 14: Reasons for changes to haircare/styling routines, December 2016
- Men want specific solutions
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- Figure 15: Attitudes towards haircare, November 2016
- Relaxing routines
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- Figure 16: Attitudes towards appearance, December 2016
- Using ingredients to drive value
Companies and Brands – What You Need to Know
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- Bright colours favour some brands
- 2016 sees rise in NPD
- Own-label sees innovation
- Promoting fun through colour
- Advertising spend declines
- L’Oréal maintains an engaging image
Market Share
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- Creative colour sparks value sales
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- Figure 17: Brand shares in hair colourants, years ending February, 2016 and 2017
Launch Activity and Innovation
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- Permanent colour brands focus on relaunches
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- Figure 18: New product launches in hair colourants, by launch type, January 2014-March 2017
- Own-label NPD in 2016
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- Figure 19: New product launches in hair colourants, by top ultimate companies, 2016
- Colour touch-ups see innovation in 2016
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- Figure 20: Examples of colour touch-up launches, 2016
- Appealing to the fun side of colouring
- Colour gets technical
- Environmentally-friendly packaging claims see the biggest rise
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- Figure 21: Top ten fastest growing claims in the hair colourants sector, 2015-16
- Promoting a playful image with social media claims
- Allaying damage concerns with ingredients
Advertising and Marketing Activity
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- Advertising spend shows decline
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- Figure 22: Total above-the line, online display and direct mail advertising expenditure on hair colourants by media type, January 2014-March 2017
- Coty leads advertising spend
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- Figure 23: Total above-the line, online display and direct mail advertising expenditure on hair colourants by top spending companies in 2016, 2015-16
- L’Oréal uses influencers
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 24: Attitudes towards and usage of selected brands, February 2017
- Key brand metrics
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- Figure 25: Key metrics for selected brands, February 2017
- Brand attitudes: Nice’n Easy lacks a clear brand positioning
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- Figure 26: Attitudes, by brand, February 2017
- Brand personality: L’Oréal Magic Retouch has a fun image
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- Figure 27: Brand personality – macro image, February 2017
- Garnier Olia is youthful
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- Figure 28: Brand personality – micro image, February 2017
- L’Oréal Excellence has an engaging image
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- Figure 29: User profile of L’Oréal Excellence, February 2017
- Garnier Olia has a strong brand positioning
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- Figure 30: User profile of Garnier Olia, February 2017
- Clairol Nice’n Easy lacks differentiation
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- Figure 31: User profile of Clairol Nice ‘n Easy, February 2017
- L’Oréal Magic Retouch is innovative
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- Figure 32: User profile of L’Oréal Magic Retouch, February 2017
- Vidal Sassoon is associated with quality
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- Figure 33: User profile of Vidal Sassoon, February 2017
- Product recalls impact Bigen brand image
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- Figure 34: User profile of Bigen, February 2017
The Consumer – What You Need to Know
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- Colouring is on the rise
- Usage of colour boosting products is on the rise
- Experimentation is high
Usage of Hair Colourants
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- Colouring is on the rise
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- Figure 35: Usage of hair colourants in the past 12 months, October 2015 and January 2017
- Higher engagement amongst men
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- Figure 36: Home hair colouring in the past 12 months by gender, October 2015 and January 2017
- Permanent colour usage shows little change
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- Figure 37: Trends in usage of hair colourants compared with 12 months ago, January 2017
- Men are entering the temporary colour segment
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- Figure 38: Any usage of selected colourant products amongst men, October 2015 and January 2016
- Extending colour longevity
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- Figure 39: Increased usage of colour boosting methods compared with 12 months ago, October 2015 and January 2017
Hair Colouring Behaviours
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- Extending colour for longer
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- Figure 40: Hair colouring behaviours in the last 12 months, January 2017
- Experimentation is high
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- Figure 41: Change in hair colour and using bright/vibrant shades last 12 months, by age, January 2017
- 25-34s have experimented more with format
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- Figure 42: Trial of different format types and alternatives to colouring last 12 months, by age, January 2017
- All-over colour not that important
Indicators of Low Damage
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- Ammonia and peroxide cause damage
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- Figure 43: Factors indicating a hair colourant product is less damaging, January 2017
- Natural oils are a higher indicator than botanical/herbal ingredients
- Older people look for expert approval
Attitudes towards Hair Colouring
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- Grey is OK
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- Figure 44: Attitudes towards colouring hair, January 2017
- Regular hair colour usage is damaging
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- Figure 45: Attitudes towards colouring hair, by gender, January 2017
- Some products are more damaging than others
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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