Hair Colourants and Styling Products - China - February 2019

OVERVIEW
What you need to know
Covered in this Report
Excluded
Subgroup definitions (by monthly personal income):
EXECUTIVE SUMMARY
The market
Hair colourants
Figure 1: Best- and worst-case forecast of total value sales of hair colourants market, China, 2013-23
Hair styling products
Figure 2: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
Companies and brands
Hair colourants
Figure 3: Market share of leading companies in hair colourants market, China, 2017-18
Hair styling products
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
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
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
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
Figure 8: Purchased at-home hair styling product brands in the last six months, October 2018
Hair colourant users desire hair protection functions most
Figure 9: Willingness to pay extra for at-home hair colourants, October 2018
Most consumers agree that hair damage can be decreased
Figure 10: Attitudes towards hair damage, by city tier, October 2018
What we think
ISSUES AND INSIGHTS
Riding on consumers’ belief in safe hair colourants
The facts
The implications
Figure 11: LES 3 CHENES safety evidence
Figure 12: Herbatint hair colourants scalp health education
Figure 13: Example of hair colourants that can protect from UV, Russia, 2018
Opportunity for local brands
The facts
The implications
Figure 14: Wella hair salon service retailing on Tmall
Investing in social functions
The facts
The implications
Figure 15: IGK hair styling for party time
Figure 16: Kiss Me Hair Mascara, Japan, 2018
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
Sustained growth to continue
Innovation on new formats and demands for hair beauty drive growth
MARKET SIZE AND FORECAST
Hair colourants market maintained stable growth
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
Figure 20: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
MARKET FACTORS
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
Hair colourants market become more concentrated
Local hair styling product brands performed well on online channels
Use natural ingredients to demonstrate safety
MARKET SHARE
L'Oréal and Henkel keep leading positions in hair colourants market
Figure 21: Market share of leading companies in hair colourants market, China, 2017-18
Local brands catch up in hair styling products market
Figure 22: Market share of leading companies in hair styling products market, China, 2017-18
Which brands performed well on e-commerce platforms?
Figure 23: Top 10 brands by online* value sales of hair colourants**, China, 2018
Figure 24: Top 10 brands by online* value sales of hair styling products**, China, 2018
COMPETITIVE STRATEGIES
Invest in natural ingredients
Figure 25: Sastty natural hair colourant
Using technology to find suitable hair colour and style
Figure 26: Maestro and Beauty Camera marketing event
Focus on male market
WHO’S INNOVATING?
Hair colourants
Make-up formats
Figure 27: New hair colourants launches in make-up format, China and Japan, 2018
Increasingly temporary
Figure 28: New temporary hair colourants launches, China and Germany, 2018
Using hair colourants to make the face look smaller
Figure 29: New hair colourants launches that make the face smaller, China and South Korea, 2018
Organic henna as an ingredient
Figure 30: New hair colourants launches using organic henna ingredient, China and India, 2017-18
Hair styling products
Add essential oil to protect hair
Figure 31: New hair styling product launches with essential oil, China, 2018
Care for sideburns
Figure 32: New hair styling product launches specialised for sideburns, South Korea, 2018
Anti-pollution
Figure 33: New hair styling product launches with anti-pollution claim, Malaysia and Brazil, 2018
Max volume
Figure 34: New hair styling product launches to boost volume, South Korea and Russia, 2018
Bio-active ingredients
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
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
Hair dying has lower penetration than hair perming
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
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
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
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
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
Figure 41: Hair styling behaviours and occasions in the last six months, by city tier, October 2018
PRODUCT USAGE AT HOME
Traditional hair colourants and hair styling products still have high usage
Figure 42: Hair colorants or styling products used at home in the last six months, October 2018
More men use styling products than women
Figure 43: Hair styling products used at home in the last six months, by gender, October 2018
High earners use more hair beauty products
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
International brands have higher penetration
Figure 45: Purchased at-home hair colourants brands in the last six months, October 2018
Gender and city tier are not big influencers
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
Figure 47: Purchased at-home hair colourants brands in the last six months, by monthly personal income, October 2018
PURCHASED STYLING PRODUCT BRANDS
VS and L'Oréal dominate hair styling market
Figure 48: Purchased at-home hair styling product brands in the last six months, October 2018
Women prefer SYOSS and Schwarzkopf
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
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
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
Hair protection is the top driver of trading up
Figure 52: Willingness to pay extra for at-home hair colourants, October 2018
Figure 53: Sanotint herbal ingredients education
High earners care less about safety and protection
Figure 54: Willingness to pay extra for at-home hair colourants, by monthly personal income, October 2018
ATTITUDES TOWARDS HAIR COLOURANTS AND STYLING PRODUCTS
Women have lower brand loyalty
Figure 55: Brand loyalty of hair colourants, by gender, October 2018
Fewer consumers in their early 20s use hair styling products everyday
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
Figure 57: Preference of hair colour, by gender, October 2018
Fragrance helps slightly
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
Figure 60: Attitudes towards hair damage, by city tier, October 2018
Natural ingredients are perceived to have better results
Figure 61: Attitudes towards hair colourants with natural ingredients, by monthly personal income, October 2018
MEET THE MINTROPOLITANS
Mintropolitans care more about their appearance
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
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
Figure 64: Willingness to pay extra for at-home hair colorants, by consumer classification, October 2018
APPENDIX – MARKET SIZE AND FORECAST
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
APPENDIX – METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations