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Hair Colourants and Home Perms - UK - November 2012

“Although 2012 hasn’t seen much in the way of new technology, there have been innovations in advertising, with brands using technology apps and social media to engage consumers. With an ageing population however, and older consumers less likely to colour their hair, the market may need to adopt a different approach to capture these older consumers”

– Roshida Khanom, OTC and Personal Care Analyst

Some questions answered in this report include:

  • How have recent innovations affected the market?
  • What were the most interesting launches in 2012?
  • How can the market respond to the economy?

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Table of contents

  1. Introduction

      • Definitions
        • Hair colourants and home perms
          • Excluded
            • Methodology
              • Consumer research
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: UK best and worst case forecast of hair colourants, home perms and styling products, 2007-17
                    • Market factors
                      • Companies, brands and innovation
                        • Figure 2: Hair colourants, new launches by leading companies, Jan 2010- Sept 2012
                      • The consumer
                        • Figure 3: Men’s and women’s usage of hair colourants by age groups, 2012
                        • Figure 4: Consumer attitudes towards colouring, September 2012
                      • What we think
                      • Issues in the Market

                          • How have recent innovations affected the market?
                            • Why older consumers are less engaged in the market.
                              • What were the most interesting launches in 2012?
                                • How can the market respond to the economy?
                                • Trend Application

                                  • Trend: Slow It All Down
                                    • Trend: Why Buy?
                                      • 2015 Trend: Old Gold
                                      • Market Environment

                                        • Key points
                                          • Age of population
                                            • Figure 5: Trends in the age structure of the UK population, by gender, 2007-17
                                            • Figure 6: Forecast adult population trends, by lifestage, 2007-17
                                            • Figure 7: Forecast adult population trends, by socio-economic group, 2007-17
                                          • Trends in hair type
                                            • Figure 8: Trends in hair condition, by gender, 2008-12
                                          • Hair and scalp conditions
                                            • Figure 9: Trends in men’s and women’s scalp conditions, 2012
                                          • Visits to hair salons
                                            • Figure 10: Trends in hairdresser use in the last 12 months, women, 2008-12
                                        • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Launch trends in the last five years
                                                  • Figure 11: Launch trends in UK hair colourants, January 2007 -Sept 2012
                                                  • Figure 12: Trends in hair colourant launches, including men’s colourants, Jan 2010-Sept 2012
                                                • Innovation by companies
                                                  • Figure 13: Hair colourants, new launches by leading companies, Jan 2010 -Sept 2012
                                                • Innovation by brand
                                                  • New launches
                                                    • Leading launch claims
                                                      • Figure 14: Hair colourants, new launches by leading claims, Jan 2010 -Sept 2012
                                                    • Launch types
                                                      • Figure 15: Hair colourants, new launches by launch type, Jan 2010 -Sept 2012
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sure and steady growth for UK hair colourants
                                                        • Figure 16: UK retail value sales of hair colourants, at current and constant 2012 prices, 2007-17
                                                        • Figure 17: UK best and worst case forecast of hair colourants, home perms and styling products, 2007-17
                                                      • Forecast methdology
                                                      • Segment Performance

                                                        • Key points
                                                          • Figure 18: UK retail value sales of hair colourants, by sector, 2011-12 (year ending September)
                                                      • Market Share

                                                        • Key points
                                                          • Figure 19: Manufacturers’ value shares in hair colourants, 2011 and 2012
                                                      • Companies and Products

                                                        • L’Oréal
                                                          • Background and structure
                                                            • Strategy and performance
                                                              • Product range and innovation
                                                                • Figure 20: Selected products launched by L’Oréal in the UK, Jan 2011-Sept 2012
                                                              • Marketing and advertising
                                                                • Procter & Gamble
                                                                  • Background and structure
                                                                    • Strategy and performance
                                                                      • Product range and innovation
                                                                        • Figure 21: Selected Procter & Gamble products launched in the UK, Jan 2011-Sept 2012
                                                                      • Marketing and advertising
                                                                        • John Frieda
                                                                          • Background and structure
                                                                            • Strategy and performance
                                                                              • Product range and innovation
                                                                                • Figure 22: Selected products launched by John Frieda in the UK, Jan 2011-Sept 2012
                                                                              • Marketing and advertising
                                                                                • Henkel
                                                                                  • Background and structure
                                                                                    • Strategy and performance
                                                                                      • Product range and innovation
                                                                                        • Figure 23: Selected Henkel products launched in the UK, Jan 2011-Sept 2012
                                                                                      • Marketing and advertising
                                                                                        • Combe International Ltd
                                                                                          • Background and structure
                                                                                            • Strategy and performance
                                                                                              • Product range and innovation
                                                                                                • Marketing and advertising
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Figure 24: Main monitored media advertising expenditure on hair colourants, Jan 2008-Aug 2012
                                                                                                    • Figure 25: Main monitored media advertising expenditure on hair colourants, by leading advertisers, 2011
                                                                                                  • Advertising spend by media type
                                                                                                    • Figure 26: Main monitored media advertising expenditure on hair colourants, by media type, Jan- Aug 2012
                                                                                                • Brand Research

                                                                                                  • Brand map
                                                                                                      • Figure 27: Attitudes towards and usage of brands in the hair colourants sector, September 2012
                                                                                                    • Correspondence analysis
                                                                                                      • Brand attitudes
                                                                                                        • Figure 28: Attitudes by hair colourants brand, September 2012
                                                                                                      • Brand personality
                                                                                                        • Figure 29: Hair colourants brand personality – macro image, September 2012
                                                                                                        • Figure 30: Hair colourants brand personality – micro image, September 2012
                                                                                                      • Brand experience
                                                                                                        • Figure 31: Hair colourants brand usage, September 2012
                                                                                                        • Figure 32: Satisfaction with various hair colourants brands, September 2012
                                                                                                        • Figure 33: Consideration of hair colourants brands, September 2012
                                                                                                        • Figure 34: Consumer perceptions of current hair colourants brand performance, September 2012
                                                                                                        • Figure 35: Hair colourants brand recommendation – Net Promoter Score, September 2012
                                                                                                      • Brand index
                                                                                                        • Figure 36: Hair colourants brand index, September 2012
                                                                                                        • Figure 37: Hair colourants brand index vs. recommendation, September 2012
                                                                                                      • Target group analysis
                                                                                                        • Figure 38: Target groups, September 2012
                                                                                                        • Figure 39: Hair colourants brand usage, by target groups, September 2012
                                                                                                      • Group One – Conformists
                                                                                                        • Group Two – Simply the Best
                                                                                                          • Group Three – Shelf Stalkers
                                                                                                            • Group Four – Habitual Shoppers
                                                                                                              • Group Five – Individualists
                                                                                                              • Channels to Market

                                                                                                                • Key points
                                                                                                                  • Channels to market
                                                                                                                    • Figure 40: UK retail sales of hair colourants, by outlet type, 2012
                                                                                                                • The Consumer – Hair Types

                                                                                                                  • Key points
                                                                                                                    • Hair length
                                                                                                                      • Figure 41: Hair length, by gender, September 2012
                                                                                                                      • Figure 42: Hair length by hair description or grey level, September 2012
                                                                                                                    • Hair type
                                                                                                                      • Figure 43: Hair length, by hair type, September 2012
                                                                                                                  • Usage and Frequency

                                                                                                                    • Key points
                                                                                                                      • Hair colour usage
                                                                                                                        • Figure 44: Men’s and women’s usage of hair colourants, by age groups, 2012
                                                                                                                      • Younger adults more frequent colourers
                                                                                                                        • Figure 45: Frequency of home colouring amongst women, 2012
                                                                                                                      • Hair colour product usage
                                                                                                                        • Figure 46: Home hair colourants used in the last 12 months, September 2012
                                                                                                                    • Attitudes Towards Haircolouring

                                                                                                                      • Key points
                                                                                                                        • Attitudes to colouring by users
                                                                                                                          • Figure 47: Consumer attitudes towards colouring, by colourant users, September 2012
                                                                                                                          • Figure 48: Agreement with attitudes towards shopping amongst hair colourant users, September 2012
                                                                                                                        • Emotionally driven category
                                                                                                                          • Grey hair more acceptable on men
                                                                                                                            • Figure 49: Attitudes towards colouring/hair treatments, September 2012
                                                                                                                            • Figure 50: Agreements with attitudes towards personal appearance, 2008-12
                                                                                                                            • Figure 51: Agreement with attitudes towards the environment, 2008-12
                                                                                                                        • Consumer Typologies

                                                                                                                          • Key points
                                                                                                                              • Figure 52: Consumer typologies, September 2012
                                                                                                                            • Comfortable & Confident (61%)
                                                                                                                              • Who are they?
                                                                                                                                • Going Greys (21%)
                                                                                                                                  • Who are they?
                                                                                                                                    • Confused Enthusiasts (18%)
                                                                                                                                      • Who are they?
                                                                                                                                      • Appendix – Market Environment

                                                                                                                                        • Trends in hair type
                                                                                                                                          • Figure 53: Men’s hair condition, by demographics, 2012
                                                                                                                                          • Figure 54: Women’s hair condition, by demographics, 2012
                                                                                                                                        • Hair and scalp conditions
                                                                                                                                          • Figure 55: Men’s scalp conditions, by demographics, 2012
                                                                                                                                          • Figure 56: Women’s scalp conditions, by demographics, 2012
                                                                                                                                        • Visits to hair salons
                                                                                                                                          • Figure 57: Hair dresser use in the last 12 months, women, by demographics, 2012
                                                                                                                                          • Figure 58: Hair dressers/barber use in the last 12 months, men, by demographics, 2012
                                                                                                                                      • Appendix– Brand Communication and Promotion

                                                                                                                                          • Figure 59: Main monitored media advertising expenditure on hair colourants, by leading advertisers, Jan 2008-Aug 2012
                                                                                                                                          • Figure 60: Main monitored media advertising expenditure on hair colourants, by media type, 2008-12
                                                                                                                                      • Appendix– Innovations

                                                                                                                                          • Figure 61: Hair colourants, new launches by top 10 brands, Jan 2010 -Sept 2012
                                                                                                                                          • Figure 62: Hair colourants, new launches at brand level, Jan 2010-Sept 2012
                                                                                                                                          • Figure 63: Main monitored media advertising expenditure on hair colourants, by product category, Jan 2008-Aug 2012
                                                                                                                                      • Appendix – Brand Research

                                                                                                                                          • Figure 64: Brand usage, September 2012
                                                                                                                                          • Figure 65: Brand commitment, September 2012
                                                                                                                                          • Figure 66: Brand momentum, September 2012
                                                                                                                                          • Figure 67: Brand diversity, September 2012
                                                                                                                                          • Figure 68: Brand satisfaction, September 2012
                                                                                                                                          • Figure 69: Brand recommendation, September 2012
                                                                                                                                          • Figure 70: Brand attitude, September 2012
                                                                                                                                          • Figure 71: Brand image – macro image, September 2012
                                                                                                                                          • Figure 72: Brand image – micro image, September 2012
                                                                                                                                          • Figure 73: Profile of target groups, September 2012
                                                                                                                                          • Figure 74: Psychographic segmentation by target groups, September 2012
                                                                                                                                          • Figure 75: Brand usage, by target group, September 2012
                                                                                                                                          • Figure 76: Brand index, September 2012
                                                                                                                                      • Appendix – Channels to Market

                                                                                                                                          • Figure 77: Agreement with attitudes towards shopping, by demographics, 2012
                                                                                                                                      • Appendix– Consumer Hair Length

                                                                                                                                          • Figure 78: Hair length, by demographics, September 2012
                                                                                                                                          • Figure 79: Hair type, by demographics, September 2012
                                                                                                                                          • Figure 80: Hair description (by treatment or grey levels), by demographics, September 2012
                                                                                                                                      • Appendix – Usage and Frequency

                                                                                                                                          • Figure 81: Usage of home hair colourants, women, by demographics, 2012
                                                                                                                                          • Figure 82: Frequency of home hair colourants, women, by demographics, 2012
                                                                                                                                          • Figure 83: Frequency of home hair colourants, women, by demographics, 2012
                                                                                                                                          • Figure 84: Types of women’s hair colourants used most often, by demographics, 2012
                                                                                                                                          • Figure 85: Men’s usage of home hair colourants by demographics, 2012
                                                                                                                                      • Appendix– Consumer Products Used

                                                                                                                                          • Figure 86: Home hair colourants and chemical treatments used in last 12 months, by demographics, September 2012
                                                                                                                                      • Appendix– Repertoire

                                                                                                                                          • Figure 87: Repertoire for home hair colourants and chemical treatments used in last 12 months, by demographics, September 2012
                                                                                                                                      • Appendix – Attitudes Towards Haircolouring

                                                                                                                                          • Figure 88: Agreements with attitudes towards personal appearance, 2012
                                                                                                                                          • Figure 89: Agreement with attitudes towards personal appearance, by demographics, 2012
                                                                                                                                          • Figure 90: Agreement with attitudes towards personal appearance, by demographics, 2012
                                                                                                                                          • Figure 91: Agreement with attitudes towards personal appearance, by demographics, 2012
                                                                                                                                          • Figure 92: Agreement with attitudes towards environment, by demographics, 2012
                                                                                                                                          • Figure 93: Agreement with attitudes towards environment, by demographics, 2012
                                                                                                                                          • Figure 94: Agreement with attitudes towards environment, by demographics, 2012
                                                                                                                                      • Appendix– Consumer Attitudes Towards Colouring by Colourant Users

                                                                                                                                          • Figure 95: Most popular colourant users’ attitudes towards colouring, by demographics, September 2012
                                                                                                                                          • Figure 96: Next most popular colourant users’ attitudes towards colouring, by demographics, September 2012
                                                                                                                                          • Figure 97: Other colourant users’ attitudes towards colouring, by demographics, September 2012
                                                                                                                                          • Figure 98: Agreement with attitudes towards shopping, by demographics, 2012
                                                                                                                                      • Appendix– Consumer Attitudes Towards Colouring/ Treatments by all Users

                                                                                                                                          • Figure 99: Most popular consumer attitudes towards colouring/hair treatments, by demographics, September 2012
                                                                                                                                          • Figure 100: Next most popular consumer attitudes towards colouring/hair treatments, by demographics, September 2012
                                                                                                                                          • Figure 101: Other consumer attitudes towards colouring/hair treatments, by demographics, September 2012
                                                                                                                                      • Appendix– Consumer Typologies

                                                                                                                                          • Figure 102: Target groups, by demographics, September 2012

                                                                                                                                      Companies Covered

                                                                                                                                      • Combe International Limited
                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Garnier
                                                                                                                                      • Gia Russa Corporation/John Zidian Co. Inc.
                                                                                                                                      • L'Oréal (UK)
                                                                                                                                      • Max Factor
                                                                                                                                      • Procter & Gamble UK & Ireland
                                                                                                                                      • Reckitt Benckiser (UK)
                                                                                                                                      • Schwarzkopf & Henkel
                                                                                                                                      • SoftSheen Carson

                                                                                                                                      Hair Colourants and Home Perms - UK - November 2012

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