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Home Hair Color and Permanent Products - US - November 2011

The U.S. home hair coloring and permanent products market received a big boost from the sagging economy, as a number of hair coloring users shifted from costly salon services to more accessibly-priced home hair coloring. Moreover, application innovations such as foam formulations, as well as spray and stick formats have helped drive sales. In addition, women, the primary users of home hair coloring products, will see their numbers increase by 5% between 2011 and 2016. This will further boost the market in the medium term. This report provides analysis of these factors, as well as in-depth examination of the following:

  • The increasing participation of Hispanics in the market, and how their high rate of usage and growing population will impact growth in the coming years
  • Why the permanent segment leads the market
  • The leading role of drug stores in the market, based on their reputation as a beauty care destination
  • The top four home hair coloring companies, as well as selected brand strategies

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market rebounds in 2009 as the economy shifts focus away from salons
                        • Women, Hispanics, and the economy will continue to drive sales
                          • Women use home products more than men, female population set to grow into 2016
                            • Hispanics are more likely than other ethnicities to use home hair coloring
                              • Tightening household budgets translate to more home hair coloring usage
                                • Competitive context
                                  • Multiple distribution outlets
                                    • Application innovations
                                      • Salons are still a threat
                                        • Permanent products account for a majority of the market
                                          • Drug stores—a premier beauty care retailer
                                            • L'Oréal tops the FDMx market, followed by P&G
                                              • Innovations in applications, natural products, more vibrant colors
                                                • Marketing strategies focus on glamour and simplicity
                                                  • The home hair coloring and permanent products consumer
                                                    • Usage
                                                      • Hair color usage frequency
                                                        • Hair color brands used
                                                          • Usage among women
                                                            • Attitudes toward at-home hair coloring
                                                              • Important attributes for choosing at-home hair color
                                                                • Retailers used for home hair color
                                                                  • Reasons for not using at-home hair coloring
                                                                    • Impact of race/Hispanic origin
                                                                      • Teen usage
                                                                      • Insights and Opportunities

                                                                        • Tackling gray hair and hair loss in one product
                                                                          • Natural ingredients could likely find a wider consumer base
                                                                            • Borrowing salon ideas and innovations
                                                                            • Inspire Insights

                                                                                • Trend: Survival Skills
                                                                                  • Trend: Retired for Hire
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • Women are the top buyers of hair coloring and permanent products
                                                                                        • Slow economy means less money for salons, which benefits home brands
                                                                                          • Home hair color and permanent products market size and forecast
                                                                                            • Figure 1: Total U.S. retail sales and forecast of home hair color and permanent products, at current prices, 2006-16
                                                                                            • Figure 2: Total U.S. retail sales and forecast of home hair color and permanent products, at inflation-adjusted prices, 2006-16
                                                                                          • Fan chart forecast
                                                                                              • Figure 3: FDMx sales and fan chart forecast of home hair coloring and permanent products, at current prices, 2006-16
                                                                                            • Walmart sales
                                                                                            • Market Drivers

                                                                                              • Women are the biggest users of hair coloring products
                                                                                                • Figure 4: Gray Away Root Concealer television ad, 2011
                                                                                                • Figure 5: Usage of hair coloring products, by gender, February 2010-March 2011
                                                                                                • Figure 6: Usage of hair coloring products, by age of women, February 2010-March 2011
                                                                                                • Figure 7: U.S. female population by age, 2006-16
                                                                                                • Figure 8: Home hair coloring and permanent products sales, segmented by gender,
                                                                                              • Hispanics use home hair color more than other ethnicities
                                                                                                  • Figure 9: Incidence of hair coloring or permanent treatments by race/Hispanic origin, August 2011
                                                                                                  • Figure 10: U.S. population, by race and Hispanic origin, 2006-16
                                                                                                • The economy significantly impacts hair coloring purchase choices
                                                                                                  • Figure 11: Opinions about at-home hair coloring, August 2011
                                                                                                  • Figure 12: Important attributes for choosing at-home hair color, August 2011
                                                                                                  • Figure 13: Retail choice for home hair color purchase, by gender, August 2011
                                                                                                • Unemployment rates remain high
                                                                                                  • Figure 14: U.S. annual unemployment rate, 2002-11
                                                                                                • Home values decline, often leading to foreclosure
                                                                                                  • Half of American households earn less than $50K
                                                                                                    • Figure 15: Household income distribution, 2010
                                                                                                • Competitive Context

                                                                                                  • Diverse distribution channels
                                                                                                    • Companies offer new application methods
                                                                                                      • Salons won’t fade
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Permanent products comprise more than half the market
                                                                                                            • Semipermanent products also grow
                                                                                                              • Highlighting/bleaching/touch-ups drop as temporary products gain
                                                                                                                • Sales of home hair color and permanent products by segment
                                                                                                                  • Figure 16: Sales of selected home hair color and permanent products at current prices, by segment, 2006-16
                                                                                                              • Segment Performance—Permanent Products

                                                                                                                • Key points
                                                                                                                  • Permanent products set to continue growth
                                                                                                                    • Sales and forecast of permanent products
                                                                                                                      • Figure 17: Sales and forecast of permanent products, at current prices, 2006-16
                                                                                                                    • Fan chart forecast
                                                                                                                        • Figure 18: FDMx sales and fan chart forecast of permanent products, at current prices, 2006-16
                                                                                                                    • Segment Performance—Semipermanent Products

                                                                                                                      • Key points
                                                                                                                        • Semipermanent product sales fluctuate but grow overall
                                                                                                                          • Sales and forecast of semipermanent products
                                                                                                                            • Figure 19: Sales and forecast of semi-permanent products, at current prices, 2006-16
                                                                                                                          • Fan chart forecast
                                                                                                                              • Figure 20: FDMx sales and fan chart forecast of semi-permanent products, at current prices, 2006-16
                                                                                                                          • Segment Performance—Highlighting/Bleaching/Top-up Products

                                                                                                                            • Key points
                                                                                                                              • Highlighting/bleaching/touch-ups decline as users prefer salons
                                                                                                                                • Sales and forecast of highlighting/bleaching/top-up products
                                                                                                                                  • Figure 21: Sales and forecast of highlighting/bleaching/top-up products, at current prices, 2006-16
                                                                                                                                • Fan chart forecast
                                                                                                                                    • Figure 22: FDMx sales and fan chart forecast of highlighting/bleaching/top-up products, at current prices, 2006-16
                                                                                                                                • Segment Performance—Temporary Products

                                                                                                                                  • Key point
                                                                                                                                    • Temporary products come in various forms, for a range of occasions
                                                                                                                                      • Sales and forecast of temporary products
                                                                                                                                        • Figure 23: Sales and forecast of temporary products, at current prices, 2006-16
                                                                                                                                      • Fan chart forecast
                                                                                                                                          • Figure 24: FDMx sales and fan chart forecast of temporary products, at current prices, 2006-16
                                                                                                                                      • Retail Channels

                                                                                                                                        • Key points
                                                                                                                                          • Drug stores are the top retailer based on a reputation for beauty care
                                                                                                                                            • Supermarkets also grow, other channels less so
                                                                                                                                              • Channel sales of home hair color and permanent products
                                                                                                                                                • Figure 25: U.S. sales of home hair color and permanent products, by channel, at current prices, 2010 and 2011
                                                                                                                                            • Retail Channels—Drug Stores

                                                                                                                                              • Key points
                                                                                                                                                • Drug stores typically allocate more shelf and aisle space for beauty
                                                                                                                                                  • Drug store sales of home hair color and permanent products
                                                                                                                                                    • Figure 26: Drug store sales of home hair color and permanent products, at current prices, 2006-11
                                                                                                                                                • Retail Channels—Supermarkets

                                                                                                                                                  • Key points
                                                                                                                                                    • Supermarket sales also rebound during the economic downturn
                                                                                                                                                      • Supermarket sales of home hair color and permanent products
                                                                                                                                                        • Figure 27: Supermarket sales of home hair color and permanent products, at current prices, 2006-11
                                                                                                                                                    • Retail Channels—Other Channels

                                                                                                                                                      • Key points
                                                                                                                                                        • Other channels register uneven growth between 2006 and 2011
                                                                                                                                                          • Other channel sales of home hair color and permanent products
                                                                                                                                                            • Figure 28: Other channel sales of home hair color and permanent products, at current prices, 2006-11
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • L'Oréal comprises nearly half of the FDMx market
                                                                                                                                                              • P&G declines, Combe manages small gains, and Revlon grows somewhat
                                                                                                                                                                • Leading home hair color and permanent products companies
                                                                                                                                                                  • Leading companies
                                                                                                                                                                    • Figure 29: Leading home hair color and permanent product companies, 2010-11
                                                                                                                                                                • Brand Share—Permanent Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • L'Oréal gains most with Garnier
                                                                                                                                                                      • P&G gains, but Nice ’n Easy drops
                                                                                                                                                                        • Revlon also grows, but Colorsilk flatlines
                                                                                                                                                                          • Leading permanent products brands
                                                                                                                                                                            • Figure 30: Leading permanent products brands, 2010-11
                                                                                                                                                                        • Brand Share—Semipermanent Products

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Just for Men tops FDMx semipermanent segment
                                                                                                                                                                              • Clairol Natural Instincts drops significantly
                                                                                                                                                                                • L'Oréal Healthy Look gains more than any other FDM brand
                                                                                                                                                                                  • Leading semipermanent products brands
                                                                                                                                                                                    • Figure 31: Leading semipermanent products brands, 2010-11
                                                                                                                                                                                • Brand Share—Highlighting/Bleaching/Touch-ups

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • FDMx sales of highlighting/bleaching/touch-ups grow, even as overall market sales decline
                                                                                                                                                                                      • Clairol Nice ’n Easy Root Touch-Up sells far more than other brands
                                                                                                                                                                                        • L'Oréal Frost & Design grows incrementally
                                                                                                                                                                                          • Revlon Frost & Glow mirrors the performance of Frost & Design
                                                                                                                                                                                            • Color Oops, Sun-In also mimic each other’s sales, growth, and share
                                                                                                                                                                                              • Leading highlighting/bleaching/top-up product brands
                                                                                                                                                                                                • Figure 32: Leading highlighting/bleaching/top-up product brands, 2010-11
                                                                                                                                                                                            • Brand Share—Temporary Products

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Splat tops temporary segment with trendy marketing
                                                                                                                                                                                                  • B Wild grows, Roux Fanci-Full and Fright Night fall
                                                                                                                                                                                                    • Leading temporary product brands
                                                                                                                                                                                                      • Figure 33: Leading temporary product brands, 2010-11
                                                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                                                    • New delivery systems make application easier
                                                                                                                                                                                                      • All natural products
                                                                                                                                                                                                        • Spotlight on vibrant color
                                                                                                                                                                                                        • Brands and the Advertising Landscape

                                                                                                                                                                                                          • Overview
                                                                                                                                                                                                            • L'Oréal
                                                                                                                                                                                                              • Figure 34: Brand analysis of L'Oréal, 2011
                                                                                                                                                                                                            • Online initiatives
                                                                                                                                                                                                              • Print and other
                                                                                                                                                                                                                • Clairol
                                                                                                                                                                                                                  • Figure 35: Brand analysis of Clairol, 2011
                                                                                                                                                                                                                • Online initiatives
                                                                                                                                                                                                                  • Print and other
                                                                                                                                                                                                                  • Usage

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Women use hair coloring far more than men
                                                                                                                                                                                                                        • Figure 36: Usage of hair coloring products, by gender, February 2010-March 2011
                                                                                                                                                                                                                      • Usage highest among respondents aged 45-64
                                                                                                                                                                                                                        • Figure 37: Usage of hair coloring products, by age, February 2010-March 2011
                                                                                                                                                                                                                      • Those with the lowest household income use hair coloring the most
                                                                                                                                                                                                                        • Figure 38: Usage of hair coloring products, by age, February 2010-March 2011
                                                                                                                                                                                                                      • Permanent/semipermanent coloring incidence is highest at home
                                                                                                                                                                                                                        • Figure 39: Incidence of hair coloring or permanent treatments, August 2011
                                                                                                                                                                                                                      • Women more likely than men to use hair coloring at home or at a salon
                                                                                                                                                                                                                        • Figure 40: Incidence of hair coloring or permanent treatments, at home and/or at a salon, by gender, August 2011
                                                                                                                                                                                                                      • Seniors least likely to use hair coloring, whether at home or at a salon
                                                                                                                                                                                                                        • Figure 41: Incidence of hair coloring or permanent treatments, at home and/or at a salon, by age, August 2011
                                                                                                                                                                                                                      • Highest household income favors salons over at-home hair coloring
                                                                                                                                                                                                                        • Figure 42: Incidence of hair coloring or permanent treatments, at home and/or at a salon, by household income, August 2011
                                                                                                                                                                                                                    • Hair Color Usage Frequency

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Half of respondents use hair coloring four to five times per year
                                                                                                                                                                                                                          • Figure 43: Usage frequency of home hair coloring products, by gender, February 2010-March 2011
                                                                                                                                                                                                                        • 18-34s least likely to use home products four to five times per year; 65+s most likely
                                                                                                                                                                                                                          • Figure 44: Usage frequency of home hair coloring products, by age, February 2010-March 2011
                                                                                                                                                                                                                      • Hair Color Brands Used

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Clairol and L'Oréal used most
                                                                                                                                                                                                                              • Figure 45: Home hair color brands used, by gender, February 2010-March 2011
                                                                                                                                                                                                                            • 45-54s most likely to use Clairol Nice ’n Easy
                                                                                                                                                                                                                              • Figure 46: Home hair color brands used, by age, February 2010-March 2011
                                                                                                                                                                                                                          • Usage Among Women

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Women use permanent/semipermanent coloring mostly at home
                                                                                                                                                                                                                                • Figure 47: Incidence of hair coloring or permanent treatments among women, August 2011
                                                                                                                                                                                                                              • Senior women are the least likely to use home products or salons
                                                                                                                                                                                                                                  • Figure 48: Incidence of hair coloring or permanent treatments at home and/or at a salon, among women, by age, August 2011
                                                                                                                                                                                                                                • Lower household income among women means more use of home brands
                                                                                                                                                                                                                                  • Figure 49: Incidence of hair coloring or permanent treatments at a salon and/or at home, among women, by household income, August 2011
                                                                                                                                                                                                                              • Attitudes Toward At-home Hair Coloring

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • The pros of home hair coloring appear to outweigh the cons
                                                                                                                                                                                                                                      • Figure 50: Opinions about at-home hair coloring, August 2011
                                                                                                                                                                                                                                    • Men show positivity toward home hair coloring
                                                                                                                                                                                                                                      • Figure 51: Opinions about at-home hair coloring, by gender, August 2011
                                                                                                                                                                                                                                    • 18-44 most likely to agree with negative aspects of home hair coloring
                                                                                                                                                                                                                                      • Figure 52: Opinions about at-home hair coloring, by age, August 2011
                                                                                                                                                                                                                                  • Important Attributes for Choosing At-home Hair Color

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Most look for sale items when shopping for home hair coloring
                                                                                                                                                                                                                                          • Figure 53: Important attributes for choosing at-home hair color, August 2011
                                                                                                                                                                                                                                        • 25-44 most likely to say they look for sale items
                                                                                                                                                                                                                                          • Figure 54: Important attributes for choosing at-home hair color by age, August 2011
                                                                                                                                                                                                                                      • Retailers Used for Home Hair Color

                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                          • Most use a mass merchandiser for home hair coloring purchases
                                                                                                                                                                                                                                              • Figure 55: Retail choice for home hair color purchase, by gender, August 2011
                                                                                                                                                                                                                                            • Respondents with household income of $75K+ most likely to buy at drug store
                                                                                                                                                                                                                                              • Figure 56: Retail choice for home hair color purchase, by household income, August 2011
                                                                                                                                                                                                                                          • Reasons for Not Using At-home Hair Coloring

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • A third cite maintenance as a reason not to use home hair coloring
                                                                                                                                                                                                                                                • Figure 57: Reasons for not using an at-home hair coloring kit, by gender, August 2011
                                                                                                                                                                                                                                              • 18-24s most likely to feel unconfident using home hair coloring
                                                                                                                                                                                                                                                • Figure 58: Reasons for not using an at-home hair coloring kit, by age, August 2011
                                                                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                • Hispanics, Asians most likely to use home hair coloring
                                                                                                                                                                                                                                                  • Figure 59: Incidence of hair coloring or permanent treatments by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                • Hispanics most likely to agree with some complaints about home coloring
                                                                                                                                                                                                                                                  • Figure 60: Opinions about at-home hair coloring by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                • Hispanics most likely to look for a range of product attributes
                                                                                                                                                                                                                                                  • Figure 61: Important attributes for choosing at-home hair color by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                              • Teen Usage

                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                  • Girls are far more likely to use hair coloring than boys
                                                                                                                                                                                                                                                    • Figure 62: Usage of hair coloring products among teens, by gender, February 2010-March 2011
                                                                                                                                                                                                                                                  • Teen girls aged 15-17 most likely to use hair coloring
                                                                                                                                                                                                                                                    • Figure 63: Usage of hair coloring products among teens, by gender and age, February 2010-March 2011
                                                                                                                                                                                                                                                  • Majority of teens use permanent color
                                                                                                                                                                                                                                                    • Figure 64: Types of hair coloring products used among teens, February 2010-March 2011
                                                                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Use of home products and salons tends to increase with number in household
                                                                                                                                                                                                                                                          • Figure 65: Incidence of hair coloring or permanent treatments, at home and/or at a salon, by number of people in household, August 2011
                                                                                                                                                                                                                                                        • Education level tied to home and salon hair coloring use
                                                                                                                                                                                                                                                            • Figure 66: Incidence of hair coloring or permanent treatments by education, August 2011
                                                                                                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                          • Important attributes for choosing at-home hair coloring
                                                                                                                                                                                                                                                            • Figure 67: Important attributes for choosing at-home hair color, by gender, August 2011
                                                                                                                                                                                                                                                            • Figure 68: Important attributes for choosing at-home hair color by household income, August 2011
                                                                                                                                                                                                                                                          • Retailers used for home hair color
                                                                                                                                                                                                                                                            • Figure 69: Retail choice for home hair color purchase by age, August 2011
                                                                                                                                                                                                                                                          • Impact of race/Hispanic origin
                                                                                                                                                                                                                                                            • Figure 70: Retail choice for home hair color purchase by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                            • Figure 71: Reasons for not using an at-home hair coloring kit by race/Hispanic origin, August 2011
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Beauty Association
                                                                                                                                                                                                                                                          • Chattem, Inc.
                                                                                                                                                                                                                                                          • Combe Incorporated
                                                                                                                                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                          • John Frieda
                                                                                                                                                                                                                                                          • L'Oréal USA
                                                                                                                                                                                                                                                          • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                          • Personal Care Products Council
                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                          • Revlon USA
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • US Department of Labor
                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                                                                                                                                          Home Hair Color and Permanent Products - US - November 2011

                                                                                                                                                                                                                                                          £3,199.84 (Excl.Tax)