Hair Colourants - UK - January 2015
“Despite strong grey coverage claims in the category, the oldest demographics with the most grey are less likely to colour their hair. Repositioning part-colouring techniques, such as highlighting, as ways to complement grey hair rather than covering it could be more appealing. Young men, who have more grey than young women, are not colouring their hair as much which may be driven by a lack of brands aimed at them. Temporary hair colours have seen a big jump in value in 2014, driven by the breadth of recent innovation and experimental nature of the segment.”
– Roshida Khanom, Senior Personal Care Analyst
This report looks at the following issues:
- Older women are less likely to colour
- Young men are going grey
- Rise in value of temporary colour segment
The hair colourant market is predicted to decline in value in 2014, largely due to discount retailers offering cheaper brands. However, with almost a third of people colouring at the salon in the last 12 months (higher amongst those aged 16-34), the growing availability of online discount vouchers for salon services offered by websites such as Groupon may also be impacting the retail hair colourant market. The period October 2013-October 2014 has seen a rise in value of temporary hair colourants, with the launch of brands such as Bleach, offering bright and pastel temporary colours, driving this. Type of colour/shade, brand name and low price are the three most important purchasing factors in this category, and when it comes to all-over colouring products (such as permanent or semi-permanent colour) consumers stick to shades close to their natural colour.
Within this report we investigate people’s natural hair colour and grey levels, as well as most popular dyed shades and top factors influencing purchase of hair colour. This report also investigates the perceptions associated with different hair colour formats (such as liquids, creams and foams).
The hair colourants sector includes the following product categories:
- Permanents (do not wash out of hair)
- Semi-permanent (last between six and eight washes)
- Temporary colourants
- Tone on tone hair colour (including restorers and removers)
- Colour-enhancing shampoos (also known as colour glazes)
- Hair cosmetics (eg Luscious Locks hi-lights hair mascara, The Glow Company UV Hair Mascara, TIGI Bedhead Wigged Out hair mascara) are excluded from market sizing, although these are discussed in the context of the report.
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