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Home Hair Color - US - January 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
The largest segment continues to suffer from declining sales
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
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
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
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
Figure 5: Select sources of inspiration, by 18-34-year-olds, November 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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
Historic and projected sales performance
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
Sales of women’s hair color exceed those for men, hampering overall growth
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
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
Key home hair color market customers are choosing the salon instead
Figure 10: Professional personal care services received most often in six months – Hair color, by female, summer 2015-18
Figure 11: Select types of services – Hair color, by gender, July 2018
Figure 12: Select reasons for receiving services, by female, July 2018
MARKET FACTORS 
Among women, usage of at-home color on the decline since 2015
Figure 13: Usage of hair coloring products, by gender, summer 2015-18
Home hair color usage affected by household income
Figure 14: Select product usage, by income, November 2018
Figure 15: Select reasons for avoiding at-home hair color – Salon, by income, November 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
L’Oréal continues to lead in sales, while other major players suffer declines
Figure 16: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2017 and 2018
WHAT’S WORKING?
Experiment without the commitment
Social media continues to influence hair trends
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
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?
Traditional, all-over color loses out to dimensional color trends
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?
Make salon quality color an at-home reality with tutorials and tips
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
Figure 22: Instagram posts from Olaplex and DpHUE brand amabassador @Justinandersoncolor
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Low at-home hair color usage is a challenge for the category
Figure 23: Product usage, November 2018
Damage concerns are responsible for tepid engagement among key markets
Figure 24: Product usage, by age and gender, November 2018
Black consumers gravitate toward less-damaging, temporary hair colors
Figure 25: Product usage, by race, November 2018
SOURCES OF INSPIRATION
Sources of inspiration are varied, with consistent color users limiting category expansion
Figure 26: Sources of inspiration, November 2018
Social media is a powerful tool among young consumers
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
Figure 29: Sources of inspiration, by gender, November 2018
Black consumers are heavy users of social media for color trends
Figure 30: Sources of inspiration, by race, November 2018
RETAILERS SHOPPED
Mass merchandisers lead among retailers shopped
Figure 31: Retailers shopped, November 2018
Beauty supply stores encourage younger consumers to experiment
Figure 32: Select retailers shopped, by age, November 2018
Mass merchandisers lead overall, but beauty supply stores aren’t far behind for Black shoppers
Figure 33: Select retailers shopped, by race, November 2018
PURCHASE FACTORS
Functional benefits are important, but so is quality
Figure 34: Purchase factors, November 2018
Mature women prioritize gray coverage, but convenience is still important
Figure 35: Purchase factors, by age and gender, November 2018
Haircare claims can encourage trial among Black consumers
Figure 36: Purchase factors, by race, November 2018
REASONS FOR AVOIDING AT-HOME HAIR COLOR
A multitude of factors influence hair color avoidance
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
Figure 38: Select reasons for avoiding at-home hair color, by age, November 2018
Black consumers avoid coloring natural hair because of damage
Figure 39: Select reasons for avoiding at-home hair color, by race, November 2018
INTEREST IN HAIR COLOR TRENDS
Effortless hair color trends are driving interest and usage
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
Figure 42: Balayage hair color created by salon professionals
Figure 43: Interest in hair color trends – Have not tried, but interested in trying, by age, November 2018
Black women interested in bolder looks
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
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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
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
APPENDIX – KEY PLAYERS 
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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