Haircare - China - May 2014
“Creating new products and brands can leverage consumers’ ‘infidelity’ behaviour and capitalise on shoppers’ desire for newness and excitement, especially among the affluent groups. In addition, customised products designed for different hair and scalp needs have become a major market for brands to explore."
- Wenwen Chen, Research Analyst
Some questions answered in this report include:
- Are products tailoured to suit different haircare needs top of consumers mind?
- How can brands leverage repertoire buying behaviour?
- Is there disparity between haircare needs and cities across China?
Consumers, especially female consumers, have exhibited solid repertoire behaviour when selecting haircare products, brands as well as retailers. This has posed a serious challenge to brands as well as retailers. Brands and shops need to ensure there is enough in-store marketing to attract shoppers, and to keep increasing the number of shoppers.
The growing sophistication in consumer usage regimes, including using different products at different occasions and for different purposes, opens new opportunities for brands to grow. Creating new brands, products and limited edition ranges can leverage consumers’ ‘infidelity’ behaviour and capitalise on shoppers’ desire for newness and excitement, especially among the affluent groups. In addition, customised products designed for different hair and scalp needs have become a major market for brands to explore.
- Shampoo 2-in-1 shampoo & conditioner
- Rinse-off hair treatment (eg hair mask, SPA cream)
- Leave-on spray (in liquid texture, spray on hair eg moisturising mist)
- Leave-on hair treatment
- Hair treatment oil (in oil texture, apply several drops on hair)
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