Table of Contents
Executive Summary
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- The issues
- The largest segment continues to suffer from declining sales
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- Figure 1: Share of total US retail sales of home hair color products, by segment, at current prices, 2018 (est)
- Men are satisfied with their natural hair color, women visit salons
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- Figure 2: Select reasons for avoiding at-home hair color, by gender, November 2018
- Trendy hair color styles viewed by some as too complicated to create at home
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- Figure 3: Select interest in hair color trends – Have not tried, but interested in trying, November 2018
- The opportunities
- Highlight damage-protection claims on-pack
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- Figure 4: Purchase factors – Damage protection, select race, age, and gender, November 2018
- Look to effortless color style kits to engage a wider audience
- Utilize influencers and social media as a way to exhibit hair color quality
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- Figure 5: Select sources of inspiration, by 18-34-year-olds, November 2018
- What it means
The Market – What You Need to Know
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- Home hair color continues to struggle amid an evolving market
- Men’s hair color continues to post gains, but it isn’t large enough to save the category
- A pampering experience and expertise draw consumers to the salon
- Hair salons attract affluent consumers who can afford to spend more on hair color
Market Size and Forecast
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- Historic and projected sales performance
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- Figure 6: Total US sales and fan chart forecast of home hair color, at current prices, 2013-23
- Figure 7: Total US retail sales and forecast of home hair color products, at current prices, 2013-23
Market Breakdown
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- Sales of women’s hair color exceed those for men, hampering overall growth
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- Figure 8: Share of total US retail sales of home hair color products, by segment, at current prices, 2018 (est)
- Men’s hair color outperforms women’s, but the market is limited
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- Figure 9: Total US retail sales and forecast of home hair color products, by segment, at current prices, 2013-23
The Impact of Salon Services
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- Key home hair color market customers are choosing the salon instead
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- Figure 10: Professional personal care services received most often in six months – Hair color, by female, summer 2015-18
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- Figure 11: Select types of services – Hair color, by gender, July 2018
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- Figure 12: Select reasons for receiving services, by female, July 2018
Market Factors
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- Among women, usage of at-home color on the decline since 2015
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- Figure 13: Usage of hair coloring products, by gender, summer 2015-18
- Home hair color usage affected by household income
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- Figure 14: Select product usage, by income, November 2018
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- Figure 15: Select reasons for avoiding at-home hair color – Salon, by income, November 2018
Key Players – What You Need to Know
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- L’Oréal’s quick response to trends contributed to market share increases
- Bold colors and temporary formats resonate with adventurous consumers
- Traditional hair color associated with damage, which leads to lackluster sales
- Usage of influencers makes it easier to recreate trendy looks on social media
Company Sales of Home Hair Color
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- L’Oréal continues to lead in sales, while other major players suffer declines
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- Figure 16: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2017 and 2018
What’s Working?
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- Experiment without the commitment
- Social media continues to influence hair trends
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- Figure 17: Rising and falling topics associated with hair color, Jan. 1, 2018-Dec. 31, 2018
- Ammonia-free formats appeal to consumers concerned with damage
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- Figure 18: Select MULO sales of L’Oréal hair color, rolling 52 weeks 2017-18
- Figure 19: Select MULO sales of Schwarzkopf hair color, rolling 52 weeks 2017-18
What’s Struggling?
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- Traditional, all-over color loses out to dimensional color trends
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- Figure 20: Multi-outlet sales of select women’s home hair color products, by leading companies and brands, rolling 52 weeks 2017 and 2018
What’s Next?
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- Make salon quality color an at-home reality with tutorials and tips
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- Figure 21: Instagram posts from influencer accounts featuring trending icy tones with tutorials
- Expand repertoires to include complementary color care
- Social media will change the way mass color brands promote products
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- Figure 22: Instagram posts from Olaplex and DpHUE brand amabassador @Justinandersoncolor
The Consumer – What You Need to Know
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- Permanent hair color has highest usage, key markets experiment with formats
- Trusted family recommendations carry weight, but social media is not far behind
- Mass merchandisers are a shopping destination, though key shoppers peruse beauty supply stores
- Importance of secondary claims differ among groups
- Many content with natural color, while others concerned about damage
- Root touch-up sprays drive usage, bold and balayage drive interest
Product Usage
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- Low at-home hair color usage is a challenge for the category
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- Figure 23: Product usage, November 2018
- Damage concerns are responsible for tepid engagement among key markets
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- Figure 24: Product usage, by age and gender, November 2018
- Black consumers gravitate toward less-damaging, temporary hair colors
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- Figure 25: Product usage, by race, November 2018
Sources of Inspiration
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- Sources of inspiration are varied, with consistent color users limiting category expansion
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- Figure 26: Sources of inspiration, November 2018
- Social media is a powerful tool among young consumers
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- Figure 27: Instagram posts promoting Rose Gold Temporary Tint, April 2018
- Figure 28: Sources of inspiration, by age, November 2018
- Men use a variety of resources, and are willing to try new color products
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- Figure 29: Sources of inspiration, by gender, November 2018
- Black consumers are heavy users of social media for color trends
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- Figure 30: Sources of inspiration, by race, November 2018
Retailers Shopped
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- Mass merchandisers lead among retailers shopped
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- Figure 31: Retailers shopped, November 2018
- Beauty supply stores encourage younger consumers to experiment
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- Figure 32: Select retailers shopped, by age, November 2018
- Mass merchandisers lead overall, but beauty supply stores aren’t far behind for Black shoppers
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- Figure 33: Select retailers shopped, by race, November 2018
Purchase Factors
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- Functional benefits are important, but so is quality
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- Figure 34: Purchase factors, November 2018
- Mature women prioritize gray coverage, but convenience is still important
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- Figure 35: Purchase factors, by age and gender, November 2018
- Haircare claims can encourage trial among Black consumers
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- Figure 36: Purchase factors, by race, November 2018
Reasons for Avoiding At-Home Hair Color
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- A multitude of factors influence hair color avoidance
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- Figure 37: Reasons for avoiding at-home hair color, November 2018
- 18-34-year-olds avoid coloring their hair due to damage concerns and satisfaction with natural color
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- Figure 38: Select reasons for avoiding at-home hair color, by age, November 2018
- Black consumers avoid coloring natural hair because of damage
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- Figure 39: Select reasons for avoiding at-home hair color, by race, November 2018
Interest in Hair Color Trends
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- Effortless hair color trends are driving interest and usage
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- Figure 40: Trending hashtags and social media accounts associated with hair color, Jan. 1, 2018-Dec. 31, 2018
- Figure 41: Interest in hair color trends, November 2018
- Younger go bold and mature choose touch-ups, but balayage appeals to all
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- Figure 42: Balayage hair color created by salon professionals
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- Figure 43: Interest in hair color trends – Have not tried, but interested in trying, by age, November 2018
- Black women interested in bolder looks
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- Figure 44: Interest in hair color trends – Have not tried, but interested in trying, Black or African American women*, November 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 45: Total US retail sales and forecast of home hair color products, at inflation-adjusted prices, 2013-23
- Figure 46: Total US retail sales and forecast of men’s hair coloring, at current prices, 2013-23
- Figure 47: Total US retail sales and forecast of men’s hair coloring, at inflation-adjusted prices, 2013-23
- Figure 48: Total US retail sales and forecast of women’s hair coloring, at current prices, 2013-23
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- Figure 49: Total US retail sales and forecast of women’s hair coloring, at inflation-adjusted prices, 2013-23
- Figure 50: Total US retail sales of home hair color products, by channel, at current prices, 2013-18
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Appendix – Key Players
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- Figure 51: Multi-outlet sales of men’s home hair color products, by leading companies and brands, rolling 52 weeks 2017 and 2018
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