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Hair Beauty Products - Styling and Colourants - China - January 2015

“Hairstyling products saw high penetration thanks to the importance placed on consumers expressing themselves freely and maintaining an attractive appearance. The hairstyling market was worth RMB2,539 million in retail value by the end of 2014, at a CAGR of 9% since 2010.

The hair colourant market was worth RMB2,648 million by the end of 2014 with a CAGR of 10.5% since 2007. In urban China, Mintel has found that over two thirds of respondents have dyed, permed or had hair treated over the six months to November 2014, suggesting great potential for the hair beauty market in terms of sales. On the flip side, retail brands might still struggle as most respondents visit hair salons to have hair beauty treatments instead of doing it at home themselves.

That said, the market is predicted to grow continuously from 2014 onward. The rise of the over-65s in China will be the main driver of growth.”

– Wenwen Chen, Research Analyst

This report covers the following issues:

  • Creating looks for different occasions
  • Conversion by adding a personal touch
  • Creating 'super temporary' hair make-up
  • Nurturing consumer loyalty by providing immersive experience and personalised service
Brands need to continue product and packaging innovations to create new consumption occasions.
This not only means hair beauty products for special occasions such as weddings, cocktail parties, dates nights out, but also increasing usage frequency through anytime application and re-application during the day.

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Table of contents

  1. Introduction

      • Products covered in this report
        • Hairstyling products
          • Hair colourant products
            • Methodology
              • Limitations
                • Abbreviations
                • Executive Summary

                    • Hairstyling – Add a personal touch
                      • Figure 1: Best- and worst-case forecast of China retail value sales of hairstyling products, 2009-19
                    • Hair colourant – Opportunities of the grey market
                      • Figure 2: Best- and worst-case forecast of China retail value sales of hair colourants, 2009-19
                    • Ageing population underpins the hair colourant new launch
                      • Figure 3: New product launches, by top category in the hair product market, 2011-13
                    • Hairspray crowns the hairstyling segment
                      • Figure 4: Hairstyling products used, November 2014
                    • Creating looks for different occasions
                      • Figure 5: Usage occasions, November 2014
                    • A change of look is the most common motivation for hair colouring
                      • Figure 6: Usage motivations, November 2014
                    • What we think
                    • Issues and Insights

                        • Creating looks for different occasions
                          • The facts
                            • The implications
                              • Conversion by adding a personal touch
                                • The facts
                                  • The implications
                                    • Creating ‘super temporary’ hair make-up
                                      • The facts
                                        • The implications
                                          • Nurturing consumer loyalty by providing immersive experience and personalised service
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Experience is All
                                                    • Guiding Choice
                                                      • Old Gold
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • Hair beauty – Express yourself
                                                            • Figure 7: Hair treatment in the last six months, November 2014
                                                          • Hairstyling – Maximise conversion
                                                            • Figure 8: China retail value sales of hairstyling, 2010-14
                                                          • Hair colourants – Encourage home use
                                                            • Figure 9: China retail value sales of hair colourant products, 2010-14
                                                          • Market forecast
                                                            • Hairstyling – Add a personal touch
                                                              • Figure 10: Best- and worst-case forecast of China retail value sales of hairstyling products, 2009-19
                                                            • Hair colourant – Opportunities of the grey market
                                                              • Figure 11: Best- and worst-case forecast of China retail value sales of hair colourants, 2009-19
                                                            • Forecast methodology
                                                            • Market Share

                                                              • Key points
                                                                • Maestro leads the market while VS is catching up
                                                                  • Figure 12: Company market share, by value, 2013 and 2014
                                                                • L’Oréal remains the market leader
                                                                  • Figure 13: Company market share, by value, 2013 and 2014
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Ageing population underpins the hair colourant new launch
                                                                    • Figure 14: New product launches, by top category in the hair product market, 2011-13
                                                                    • Figure 15: Hair treatment in the last six months, November 2014
                                                                  • Bubble colourants encourage home use
                                                                    • Figure 16: Kao Liese Prettia Foam Hair Bleach, Youngrace Bubble Hair Colourant, Schwarzkopf Fresh Light Hair Colour bubble mousse 2013-14
                                                                  • All-in-one products lead styling innovation
                                                                    • Figure 17: New product launches, by top claim in the hairstyling products market, 2011-13
                                                                    • Figure 18: VS Sassoon Smoothing Hairstyling Jelly
                                                                  • Blurred Lines: Skincare influence in hair beauty innovation
                                                                    • Figure 19: From left to right, R+Co jackpot styling crème, Alterna Caviar, Anti-Aging Omega, Alterna Caviar CC Cream, Youngrace colourant cream and Tsubaki Shining Moisturising Essence Spray, 2013-14
                                                                  • R+Co
                                                                    • Alterna Caviar
                                                                      • Youngrace
                                                                        • Shiseido Tsubaki
                                                                        • Companies and Brands

                                                                          • Beiersdorf AG
                                                                            • Company background
                                                                              • Beiersdorf in China
                                                                                • Recent activities
                                                                                  • Figure 20: Maestro Magic Cube Texture Wax
                                                                                • Procter & Gamble
                                                                                  • Company background
                                                                                    • P&G in China
                                                                                      • Recent activities
                                                                                        • Henkel
                                                                                          • Company background
                                                                                            • Henkel in China
                                                                                              • Recent activities
                                                                                                • Mandom
                                                                                                  • Company background
                                                                                                    • Mandom in China
                                                                                                      • Recent developments
                                                                                                      • The Consumer – Hair Profile and Style

                                                                                                        • Key points
                                                                                                          • Straight hair for the majority
                                                                                                            • Figure 21: Hair profile, November 2014
                                                                                                            • Figure 22: Hair profile, by gender, November 2014
                                                                                                          • The great consumption for hair beauty market
                                                                                                            • Figure 23: Hair treatment in the last six months, November 2014
                                                                                                          • The hair salon still rules the hairstyling and colouring market
                                                                                                            • Figure 24: Hair treatment in the last six months, November 2014
                                                                                                            • Figure 25: Hair treatments in the last six months crosstab, November 2014
                                                                                                          • Design for colour for men
                                                                                                            • Figure 26: Hair treatment in the last six months crosstab, by gender, November 2014
                                                                                                            • Figure 27: Gatsby Natural Bleach Colour range for men, 2014
                                                                                                          • Income correlates with spending on hair beauty
                                                                                                            • Figure 28: Hair treatment in the last six months, by income, November 2014
                                                                                                            • Figure 29: Shiseido Professional The Hair Care Luminogenic range, 2014
                                                                                                          • City disparities
                                                                                                          • The Consumer – Hairstyling Usage Behaviour

                                                                                                            • Key points
                                                                                                              • Product penetration
                                                                                                                • Hairspray crowns the hairstyling segment
                                                                                                                  • Figure 30: Hairstyling products used, November 2014
                                                                                                                • Strong gender differentiation
                                                                                                                    • Figure 31: Hairstyling products used, by gender, November 2014
                                                                                                                    • Figure 32: Hairstyling products used, by gender and age, November 2014
                                                                                                                  • Most people use a range of hairstyling products
                                                                                                                    • Figure 33: Repertoire of hairstyling products used, November 2014
                                                                                                                  • Affluent people use more products
                                                                                                                    • Figure 34: Repertoire of hairstyling products used, by income, November 2014
                                                                                                                    • Figure 35: Repertoire of hairstyling products used, by age and income, November 2014
                                                                                                                  • Barriers to usage
                                                                                                                    • Adding a personal touch
                                                                                                                      • Figure 36: Barriers to usage, November 2014
                                                                                                                      • Figure 37: Bumble and bumble Cityswept Finish Spray, Q4 2014
                                                                                                                    • Usage occasion
                                                                                                                      • Occasional wearers are the majority
                                                                                                                        • Figure 38: Usage occasions, November 2014
                                                                                                                        • Figure 39: VS Sassoon three-Dimensional Hair, Q2 2014
                                                                                                                        • Figure 40: Matomage Hair Styling Stick, Q4 2014
                                                                                                                      • Gender differentiation
                                                                                                                        • Aiming at businessmen with easy-to-use products
                                                                                                                            • Figure 41: Gatsby Smart Nuance Hair Jam, Q2 2014
                                                                                                                          • Impress your date
                                                                                                                              • Figure 42: Usage occasion, by gender and age, November 2014
                                                                                                                            • For her
                                                                                                                              • Be sophisticated
                                                                                                                                • Figure 43: Usage occasion, by gender, November 2014
                                                                                                                                • Figure 44: matrix Biolage Styling Blue Agave All-Purpose Gel, Q1 2015
                                                                                                                              • Get the new look
                                                                                                                                  • Figure 45: Usage occasion, by gender, November 2014
                                                                                                                                • Product improvement
                                                                                                                                  • Design new product to solve hair problem
                                                                                                                                    • Figure 46: Usage occasion, by gender, November 2014
                                                                                                                                    • Figure 47: Pantene Pro-V Total Damage Care 10 BB Crème, Q4 2014
                                                                                                                                    • Figure 48: Shiseido Ma Chérie Hair Fragrance, Q1 2015
                                                                                                                                  • Hairspray offers quick solutions for business occasions
                                                                                                                                    • Figure 49: Usage occasion, November 2014
                                                                                                                                • The Consumer – Hair Colouring Usage Behaviour

                                                                                                                                  • Key points
                                                                                                                                    • A change of look is the most common motivation for hair colouring
                                                                                                                                      • Figure 50: Usage motivations, November 2014
                                                                                                                                    • Creating the “super temporary” hair make-up
                                                                                                                                        • Figure 51: Usage motivation, by age and income, November 2014
                                                                                                                                        • Figure 52: Redken Color Rebel Hair Makeup, Q1 2015
                                                                                                                                      • Chengdu, a city of fashion-conscious consumers
                                                                                                                                        • Figure 53: Usage motivation, by Chengdu versus average, November 2014
                                                                                                                                      • Barriers to usage
                                                                                                                                        • Figure 54: Barriers to usage, November 2014
                                                                                                                                        • Figure 55: Kiko Hair Revolution collection, Q2 2014
                                                                                                                                      • Product innovation
                                                                                                                                          • Figure 56: Han Fei Toxin-Free Botanical Hair Colourant, Dec 2014
                                                                                                                                        • Magic Mirror helps to choose the shades
                                                                                                                                        • The Consumer – Buying Behaviour

                                                                                                                                          • Key points
                                                                                                                                            • Hairstyling buying channel
                                                                                                                                              • Supermarket dominates
                                                                                                                                                • Figure 57: Channel usage (Hairstyling), November 2014
                                                                                                                                              • Providing immersive experience
                                                                                                                                                • Figure 58: Channel usage (Hairstyling), by gender, November 2014
                                                                                                                                              • Repertoire shoppers – Reach you everywhere, anytime
                                                                                                                                                • Figure 59: Repertoire of channel usage (Hairstyling), November 2014
                                                                                                                                                • Figure 60: Repertoire of channel usage (Hairstyling), by age, November 2014
                                                                                                                                              • Hair colourants buying channel
                                                                                                                                                • The significance of hair salon
                                                                                                                                                  • Figure 61: Channel usage (Hair colourants), November 2014
                                                                                                                                                • Capturing male shoppers online
                                                                                                                                                  • Figure 62: Channel usage (Hair colourants), by gender, November 2014
                                                                                                                                                • Hair colourants repertoire – Return to experts
                                                                                                                                                  • Figure 63: Repertoire of channel usage (Hair colourants), November 2014
                                                                                                                                              • Appendix – The Consumer – Hair Profile and Style

                                                                                                                                                  • Figure 64: Hair profile, November 2014
                                                                                                                                                  • Figure 65: Hair treatment in the last six months, November 2014
                                                                                                                                                  • Figure 66: Hair treatment in the last six months – Hair dyeing, by demographics, November 2014
                                                                                                                                                  • Figure 67: Hair treatment in the last six months – Hair perming, by demographics, November 2014
                                                                                                                                                  • Figure 68: Hair treatment in the last six months – Hair treatment, by demographics, November 2014
                                                                                                                                                  • Figure 69: Hair treatment in the last six months, by hair treatment in the last six months – Hair dyeing, November 2014
                                                                                                                                                  • Figure 70: Hair treatment in the last six months, by hair treatment in the last six months – Hair perming, November 2014
                                                                                                                                                  • Figure 71: Hair treatment in the last six months, by hair treatment in the last six months – Hair treatment, November 2014
                                                                                                                                              • Appendix – The Consumer – Hairstyling Usage Behaviour

                                                                                                                                                  • Figure 72: Hairstyling products used, November 2014
                                                                                                                                                  • Figure 73: Most popular hairstyling products used, by demographics, November 2014
                                                                                                                                                  • Figure 74: Next most popular hairstyling products used, by demographics, November 2014
                                                                                                                                                • Repertoire
                                                                                                                                                  • Figure 75: Repertoire of hairstyling products used, November 2014
                                                                                                                                                  • Figure 76: Repertoire of hairstyling products used, by demographics, November 2014
                                                                                                                                                  • Figure 77: Barriers to usage, November 2014
                                                                                                                                                  • Figure 78: Most popular barriers to usage, by demographics, November 2014
                                                                                                                                                  • Figure 79: Next most popular barriers to usage, by demographics, November 2014
                                                                                                                                                  • Figure 80: Other barriers to usage, by demographics, November 2014
                                                                                                                                                  • Figure 81: Usage occasions, November 2014
                                                                                                                                                  • Figure 82: Most popular usage occasions, by demographics, November 2014
                                                                                                                                                  • Figure 83: Next most popular usage occasions, by demographics, November 2014
                                                                                                                                              • Appendix – The Consumer – Hair Colouring Usage Behaviour

                                                                                                                                                  • Figure 84: Usage motivations, November 2014
                                                                                                                                                  • Figure 85: Most popular usage motivations, by demographics, November 2014
                                                                                                                                                  • Figure 86: Next most popular usage motivations, by demographics, November 2014
                                                                                                                                                  • Figure 87: Other usage motivations, by demographics, November 2014
                                                                                                                                                  • Figure 88: Barriers to usage, November 2014
                                                                                                                                              • Appendix – The Consumer – Buying Behaviour

                                                                                                                                                  • Figure 89: Channel usage (hairstyling), November 2014
                                                                                                                                                  • Figure 90: Most popular channel usage (hairstyling), by demographics, November 2014
                                                                                                                                                  • Figure 91: Next most popular channel usage (hairstyling), by demographics, November 2014
                                                                                                                                                  • Figure 92: Other channel usage (hairstyling), by demographics, November 2014
                                                                                                                                                • Hairstyling products – Repertoire
                                                                                                                                                  • Figure 93: Repertoire of channel usage (hairstyling), November 2014
                                                                                                                                                  • Figure 94: Repertoire of channel usage (hairstyling), by demographics, November 2014
                                                                                                                                                  • Figure 95: Channel usage (hair colourants), November 2014
                                                                                                                                                  • Figure 96: Most popular channel usage (hair colourants), by demographics, November 2014
                                                                                                                                                  • Figure 97: Next most popular channel usage (hair colourants), by demographics, November 2014
                                                                                                                                                  • Figure 98: Other channel usage (hair colourants), by demographics, November 2014
                                                                                                                                                • Hair colourants – Repertoire
                                                                                                                                                  • Figure 99: Repertoire of channel usage (hair colourants), November 2014
                                                                                                                                                  • Figure 100: Channel usage (hair colourants), by demographics, November 2014

                                                                                                                                              Companies Covered

                                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                                              Hair Beauty Products - Styling and Colourants - China - January 2015

                                                                                                                                              £3,195.84 (Excl.Tax)