Table of Contents
Overview
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- What you need to know
- Covered in this Report
- Excluded
- Subgroup definitions (by monthly personal income):
Executive Summary
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- The market
- Hair colourants
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- Figure 1: Best- and worst-case forecast of total value sales of hair colourants market, China, 2013-23
- Hair styling products
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- Figure 2: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
- Companies and brands
- Hair colourants
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- Figure 3: Market share of leading companies in hair colourants market, China, 2017-18
- Hair styling products
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- Figure 4: Market share of leading companies in hair styling products market, China, 2017-18
- The consumer
- More consumers have done hair perming than hair dying
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- Figure 5: Hair colouring/styling/treating behaviours and occasions in the last six months, October 2018
- Hair spray and hair colour cream are the most used at-home hair beauty products
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- Figure 6: Hair colorants or styling products used at home in the last six months, October 2018
- L'Oréal is the most used at-home hair colourants brand
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- Figure 7: Purchased at-home hair colourants brands in the last six months, October 2018
- VS is the most used at-home hair styling products brand
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- Figure 8: Purchased at-home hair styling product brands in the last six months, October 2018
- Hair colourant users desire hair protection functions most
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- Figure 9: Willingness to pay extra for at-home hair colourants, October 2018
- Most consumers agree that hair damage can be decreased
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- Figure 10: Attitudes towards hair damage, by city tier, October 2018
- What we think
Issues and Insights
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- Riding on consumers’ belief in safe hair colourants
- The facts
- The implications
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- Figure 11: LES 3 CHENES safety evidence
- Figure 12: Herbatint hair colourants scalp health education
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- Figure 13: Example of hair colourants that can protect from UV, Russia, 2018
- Opportunity for local brands
- The facts
- The implications
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- Figure 14: Wella hair salon service retailing on Tmall
- Investing in social functions
- The facts
- The implications
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- Figure 15: IGK hair styling for party time
- Figure 16: Kiss Me Hair Mascara, Japan, 2018
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- Figure 17: L’Oréal social media marketing
- Figure 18: L’Oréal colorista hair colour change station, Shanghai, 2018
The Market – What You Need to Know
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- Sustained growth to continue
- Innovation on new formats and demands for hair beauty drive growth
Market Size and Forecast
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- Hair colourants market maintained stable growth
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- Figure 19: Best- and worst-case forecast of total value sales of hair colourants market, China, 2013-23
- Hair styling products market grows slower than hair colourants market
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- Figure 20: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
Market Factors
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- Hair beauty more closely aligned with colour cosmetics
- Temporary hair colourants innovation helps express personality
- Aging population
- Premium tools drive growth of at-home hair styling products
- Safety issues hinder usage
Key Players – What You Need to Know
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- Hair colourants market become more concentrated
- Local hair styling product brands performed well on online channels
- Use natural ingredients to demonstrate safety
Market share
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- L'Oréal and Henkel keep leading positions in hair colourants market
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- Figure 21: Market share of leading companies in hair colourants market, China, 2017-18
- Local brands catch up in hair styling products market
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- Figure 22: Market share of leading companies in hair styling products market, China, 2017-18
- Which brands performed well on e-commerce platforms?
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- Figure 23: Top 10 brands by online* value sales of hair colourants**, China, 2018
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- Figure 24: Top 10 brands by online* value sales of hair styling products**, China, 2018
Competitive Strategies
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- Invest in natural ingredients
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- Figure 25: Sastty natural hair colourant
- Using technology to find suitable hair colour and style
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- Figure 26: Maestro and Beauty Camera marketing event
- Focus on male market
Who’s Innovating?
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- Hair colourants
- Make-up formats
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- Figure 27: New hair colourants launches in make-up format, China and Japan, 2018
- Increasingly temporary
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- Figure 28: New temporary hair colourants launches, China and Germany, 2018
- Using hair colourants to make the face look smaller
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- Figure 29: New hair colourants launches that make the face smaller, China and South Korea, 2018
- Organic henna as an ingredient
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- Figure 30: New hair colourants launches using organic henna ingredient, China and India, 2017-18
- Hair styling products
- Add essential oil to protect hair
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- Figure 31: New hair styling product launches with essential oil, China, 2018
- Care for sideburns
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- Figure 32: New hair styling product launches specialised for sideburns, South Korea, 2018
- Anti-pollution
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- Figure 33: New hair styling product launches with anti-pollution claim, Malaysia and Brazil, 2018
- Max volume
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- Figure 34: New hair styling product launches to boost volume, South Korea and Russia, 2018
- Bio-active ingredients
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- Figure 35: New hair colourants and styling product launches with bio-active ingredients, China and India, 2017-18
The Consumer – What You Need to Know
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- Among consumers aged 20-24, same proportion of men do permanent perms as women
- Men drive the usage of hair styling products
- Big brands lead at-home hair colourants usage
- International brands gain more usage of at-home hair styling products
- Dying hair while protecting hair is what consumers want
- Consumers are positive towards hair protection effect
Behaviour and Occasion of Hair Beauty
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- Hair dying has lower penetration than hair perming
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- Figure 36: Hair colouring/styling/treating behaviours and occasions in the last six months, October 2018
- Similar proportion of men aged 20-24 have had permanent colour dye done in a salon as women
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- Figure 37: Hair colouring behaviours in salon in the last six months, by age and gender, October 2018
- Older women prefer hair styling activities in the hair salon
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- Figure 38: Hair styling behaviours in salon in the last six months, by age and gender, October 2018
- Women prefer at-home styling tools while men prefer at-home styling products
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- Figure 39: Hair styling behaviours at home in the last six months, by age and gender, October 2018
- Young consumers tend to do hair treatment at home while older consumers prefer hair salon
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- Figure 40: Hair treatment behaviours and occasions in the last six months, by age, October 2018
- Consumers in tier one cities are less likely to do hair styling at salon
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- Figure 41: Hair styling behaviours and occasions in the last six months, by city tier, October 2018
Product Usage at Home
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- Traditional hair colourants and hair styling products still have high usage
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- Figure 42: Hair colorants or styling products used at home in the last six months, October 2018
- More men use styling products than women
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- Figure 43: Hair styling products used at home in the last six months, by gender, October 2018
- High earners use more hair beauty products
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- Figure 44: Hair colorants or styling products used at home in the last six months, by monthly personal income, October 2018
Purchased Hair Colourants Brands
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- International brands have higher penetration
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- Figure 45: Purchased at-home hair colourants brands in the last six months, October 2018
- Gender and city tier are not big influencers
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- Figure 46: Purchased at-home hair colourants brands in the last six months, by gender and city tier, October 2018
- High earners favour Japanese brands
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- Figure 47: Purchased at-home hair colourants brands in the last six months, by monthly personal income, October 2018
Purchased Styling Product Brands
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- VS and L'Oréal dominate hair styling market
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- Figure 48: Purchased at-home hair styling product brands in the last six months, October 2018
- Women prefer SYOSS and Schwarzkopf
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- Figure 49: Purchased at-home hair styling product brands in the last six months, by gender, October 2018
- VS, L'Oréal and Schwarzkopf appeal more to consumers in their 20s
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- Figure 50: Purchased at-home hair styling product brands in the last six months, by age, October 2018
- Consumers in different city tiers have similar preferences
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- Figure 51: Purchased at-home hair styling product brands in the last six months, by city tier, October 2018
Premium Factors for At-home Hair Colourants
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- Hair protection is the top driver of trading up
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- Figure 52: Willingness to pay extra for at-home hair colourants, October 2018
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- Figure 53: Sanotint herbal ingredients education
- High earners care less about safety and protection
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- Figure 54: Willingness to pay extra for at-home hair colourants, by monthly personal income, October 2018
Attitudes towards Hair Colourants and Styling Products
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- Women have lower brand loyalty
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- Figure 55: Brand loyalty of hair colourants, by gender, October 2018
- Fewer consumers in their early 20s use hair styling products everyday
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- Figure 56: Usage occasions of hair styling products, by age and monthly personal income, October 2018
- Women prefer hair in trendy colours while men prefer black hair
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- Figure 57: Preference of hair colour, by gender, October 2018
- Fragrance helps slightly
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- Figure 58: Preference for fragrance, by gender, October 2018
- Figure 59: Example of coffee scent hair colourants, South Korea, 2017
- Most consumers believe good products can decrease hair damage
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- Figure 60: Attitudes towards hair damage, by city tier, October 2018
- Natural ingredients are perceived to have better results
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- Figure 61: Attitudes towards hair colourants with natural ingredients, by monthly personal income, October 2018
Meet the Mintropolitans
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- Mintropolitans care more about their appearance
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- Figure 62: Hair colourants or styling products used at home in the last six months, by consumer classification, October 2018
- Mintropolitans have lower brand loyalty
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- Figure 63: Purchased at-home hair colourants/hair styling product brands in the last six months, by consumer classification, October 2018
- Willingness to pay more for anti-pollution claim biggest difference
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- Figure 64: Willingness to pay extra for at-home hair colorants, by consumer classification, October 2018
Appendix – Market Size and Forecast
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- Figure 65: Total value sales of hair colourants market, China, 2013-23
- Figure 66: Total value sales of hair styling products market, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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