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HAIR COLOURANTS - UK - APRIL 2018

Published By :

Mintel

Published Date : Apr 2018

Category :

Hair Care

No. of Pages : N/A

The future growth of the colourants market may be limited as the relevance of the market changes. Rather than appealing to older consumers through affordability, appealing to younger consumers is increasingly important. Providing accompanying haircare and gradual or personalised colour solutions are key to brand success, as well as embracing bold colour trends.

Table of contents

OVERVIEW
What you need to know
Products covered in this Report
Excluded:
EXECUTIVE SUMMARY
The market
Permanent products limit growth
Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2012-22
Temporary solutions and long-range problems
Companies and brands
Speaking out
Figure 2: UK brand shares in value sales of hair colourants, year ending January 2018
Instant appeal
Figure 3: New product launches in hair colourants, by launch type, January 2015-February 2018
Revamping the message
The consumer
A supporting cast
Figure 4: At-home hair colourant products used in the last 12 months, January 2018
Figure 5: Frequency of using at-home hair colourants in the last 12 months, January 2018
Trend troubles
Figure 6: Dyed hair colour of adults, January 2018
Results through retail
Figure 7: Retail channels where hair colourants are purchased, by age, January 2018
A colourful experience
Figure 8: Barriers to using at-home hair colourants, January 2018
Be kind to the masses
Figure 9: Interest in hair colourant innovation, by at-home or salon, January 2018
What we think
ISSUES AND INSIGHTS
Complete solutions for dark hair
The facts
The implications
Personalised innovation
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Permanent products limit growth
Temporary colourants lead the way
Support for premium
Who needs colourants?
MARKET SIZE AND FORECAST
A temporary solution
Figure 10: UK retail value sales of hair colourants, at current and constant prices, 2012-22
Slow growth ahead
Figure 11: Best- and worst-case forecast of UK value sales of hair colourants, 2012-22
Forecast methodology
MARKET SEGMENTATION
Disappointing performance for permanent products
Figure 12: UK retail value sales of hair colourants, by segment, 2016 and 2017
Not bright, not right
CHANNELS TO MARKET
The value spectrum
Figure 13: UK retail value sales of hair colourants, by retail channel, 2016 and 2017
Figure 14: Josh Wood Colour range, February 2018
MARKET DRIVERS
Ageing population changes colourant needs
Figure 15: Trends in the age structure of the UK population, by gender, 2012-22
Strand/patch tests may become a thing of the past
Frequent dyeing linked to health problems
Building bonds in mass haircare
Figure 16: Attitudes towards women’s haircare, December 2017
A call for subtlety
Figure 17: ‘PB&J’ hair colouring technique, November 2017
Nature versus science
Figure 18: Reasons for purchasing natural/organic toiletries, September 2017
Figure 19: L’Oréal Botanea, 2018
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Speaking out
Instant appeal
Revamping the message
Sign of the times
MARKET SHARE
Support earns share
Figure 20: Brand shares in hair colourants, years ending January 2017 and 2018
Quiet innovation
Figure 21: Clairol Nice‘n Easy colourant campaign, January 2018
LAUNCH ACTIVITY AND INNOVATION
The root of it all
Figure 22: New product launches in hair colourants, by launch type, January 2015-February 2018
Figure 23: Top fastest-growing and declining claims in the hair colourants sector, 2016-17
Stick with it
Figure 24: Stick format colourants, 2017
Figure 25: New product launches in hair colourants, by top ultimate companies, 2017
Figure 26: Colourant launches from L’Oréal and Superdrug, 2017
ADVERTISING AND MARKETING ACTIVITY
Changing focus delays spending
Figure 27: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2015-February 2018
Figure 28: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by product segment, January 2015-February 2018
Figure 29: L’Oréal Magic Retouch advert, October 2017
Shining brightly
Figure 30: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by top five companies, 2017
Figure 31: Garnier Olia and Nutrisse TV campaigns, 2017
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 32: Attitudes towards and usage of selected brands, April 2018
Key brand metrics
Figure 33: Key metrics for selected brands, April 2018
Not many brands seen as worth paying more for
Figure 34: Attitudes, by brand, April 2018
Brand personality: mass brands maintain a fun and accessible image
Figure 35: Brand personality – Macro image, April 2018
Just for Men more associated with negative traits
Figure 36: Brand personality – Micro image, April 2018
Brand analysis
L’Oréal Préférence could renew interest among young adults
Figure 37: User profile of L’Oréal Préférence, April 2018
Garnier Nutrisse could extend natural image
Figure 38: User profile of Garnier Nutrisse, April 2018
Schwarzkopf Live proposition grabs attention
Figure 39: User profile of Schwarzkopf Live, April 2018
Should Just for Men break with tradition?
Figure 40: User profile of Just for Men, April 2018
Color Wow could go far
Figure 41: User profile of Color Wow, April 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
A supporting cast
Trend troubles
Results through retail
A colourful experience
Be kind to the masses
USE OF AT-HOME COLOURANTS
Creating a support system
Figure 42: At-home hair colourant products used in the last 12 months, January 2018
Figure 43: John Frieda haircare and colourants products, Kao brands, 2012-17
Usage driven by young women…
Figure 44: Types of at-home hair colourants products used in the last 12 months, by gender, January 2018
Figure 45: Types of at-home hair colourants products used by women in the last 12 months, by age, January 2018
…but frequency driven by men
Figure 46: Frequency of using at-home hair colourants in the last 12 months, January 2018
COLOUR CHOICES
A light in the dark
Figure 47: Natural hair colour of adults, January 2018
Figure 48: Dyed hair colour of adults, January 2018
Results without ramifications
Figure 49: Colour of natural and dyed hair, January 2018
Figure 50: Knight & Wilson Pureplex Bond Reconstructing Colour Cream, 2018
PURCHASE OF AT-HOME COLOURANTS
Inspired choices
Figure 51: Retail channels where hair colourants are purchased, by age, January 2018
Online customisation
Figure 52: eSalon custom hair colourant kit, 2018
BARRIERS TO USING AT-HOME COLOURANTS
Overcoming contentment
Figure 53: Barriers to using at-home hair colourants, January 2018
A damaging reputation
INTEREST IN COLOURANTS INNOVATION
Gentle products hold mass appeal
Figure 54: Interest in hair colourant innovation, January 2018
A salon hand
Figure 55: Interest in hair colourant innovation, by at-home or salon, January 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
APPENDIX – COMPANIES AND BRANDS
Figure 56: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by leading companies and other, 2016 and 2017

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