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Hair Colourants and Styling Products - China - February 2019

“While international brands still dominate, local brands have started to emerge and gain attention through online platforms. Consumers’ demand for safety and health has given rise to competition based on education around natural ingredients. Temporary hair beauty products should leverage trends in the colour cosmetics market, both in terms of formats and usage purposes.”
– Vicky Zhou, Research Analyst

This report looks at the following areas:

  • Riding on consumers’ belief in safe hair colourants
  • Opportunity for local brands
  • Investing in social functions

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Excluded
          • Subgroup definitions (by monthly personal income):
          • Executive Summary

              • The market
                • Hair colourants
                  • Figure 1: Best- and worst-case forecast of total value sales of hair colourants market, China, 2013-23
                • Hair styling products
                  • Figure 2: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
                • Companies and brands
                  • Hair colourants
                    • Figure 3: Market share of leading companies in hair colourants market, China, 2017-18
                  • Hair styling products
                    • Figure 4: Market share of leading companies in hair styling products market, China, 2017-18
                  • The consumer
                    • More consumers have done hair perming than hair dying
                      • Figure 5: Hair colouring/styling/treating behaviours and occasions in the last six months, October 2018
                    • Hair spray and hair colour cream are the most used at-home hair beauty products
                      • Figure 6: Hair colorants or styling products used at home in the last six months, October 2018
                    • L'Oréal is the most used at-home hair colourants brand
                      • Figure 7: Purchased at-home hair colourants brands in the last six months, October 2018
                    • VS is the most used at-home hair styling products brand
                      • Figure 8: Purchased at-home hair styling product brands in the last six months, October 2018
                    • Hair colourant users desire hair protection functions most
                      • Figure 9: Willingness to pay extra for at-home hair colourants, October 2018
                    • Most consumers agree that hair damage can be decreased
                      • Figure 10: Attitudes towards hair damage, by city tier, October 2018
                    • What we think
                    • Issues and Insights

                      • Riding on consumers’ belief in safe hair colourants
                        • The facts
                          • The implications
                            • Figure 11: LES 3 CHENES safety evidence
                            • Figure 12: Herbatint hair colourants scalp health education
                            • Figure 13: Example of hair colourants that can protect from UV, Russia, 2018
                          • Opportunity for local brands
                            • The facts
                              • The implications
                                • Figure 14: Wella hair salon service retailing on Tmall
                              • Investing in social functions
                                • The facts
                                  • The implications
                                    • Figure 15: IGK hair styling for party time
                                    • Figure 16: Kiss Me Hair Mascara, Japan, 2018
                                    • Figure 17: L’Oréal social media marketing
                                    • Figure 18: L’Oréal colorista hair colour change station, Shanghai, 2018
                                • The Market – What You Need to Know

                                  • Sustained growth to continue
                                    • Innovation on new formats and demands for hair beauty drive growth
                                    • Market Size and Forecast

                                      • Hair colourants market maintained stable growth
                                        • Figure 19: Best- and worst-case forecast of total value sales of hair colourants market, China, 2013-23
                                      • Hair styling products market grows slower than hair colourants market
                                        • Figure 20: Best- and worst-case forecast of total value sales of hair styling products market, China, 2013-23
                                    • Market Factors

                                      • Hair beauty more closely aligned with colour cosmetics
                                        • Temporary hair colourants innovation helps express personality
                                          • Aging population
                                            • Premium tools drive growth of at-home hair styling products
                                              • Safety issues hinder usage
                                              • Key Players – What You Need to Know

                                                • Hair colourants market become more concentrated
                                                  • Local hair styling product brands performed well on online channels
                                                    • Use natural ingredients to demonstrate safety
                                                    • Market share

                                                      • L'Oréal and Henkel keep leading positions in hair colourants market
                                                        • Figure 21: Market share of leading companies in hair colourants market, China, 2017-18
                                                      • Local brands catch up in hair styling products market
                                                        • Figure 22: Market share of leading companies in hair styling products market, China, 2017-18
                                                      • Which brands performed well on e-commerce platforms?
                                                        • Figure 23: Top 10 brands by online* value sales of hair colourants**, China, 2018
                                                        • Figure 24: Top 10 brands by online* value sales of hair styling products**, China, 2018
                                                    • Competitive Strategies

                                                      • Invest in natural ingredients
                                                        • Figure 25: Sastty natural hair colourant
                                                      • Using technology to find suitable hair colour and style
                                                        • Figure 26: Maestro and Beauty Camera marketing event
                                                      • Focus on male market
                                                      • Who’s Innovating?

                                                        • Hair colourants
                                                          • Make-up formats
                                                            • Figure 27: New hair colourants launches in make-up format, China and Japan, 2018
                                                          • Increasingly temporary
                                                            • Figure 28: New temporary hair colourants launches, China and Germany, 2018
                                                          • Using hair colourants to make the face look smaller
                                                            • Figure 29: New hair colourants launches that make the face smaller, China and South Korea, 2018
                                                          • Organic henna as an ingredient
                                                            • Figure 30: New hair colourants launches using organic henna ingredient, China and India, 2017-18
                                                          • Hair styling products
                                                            • Add essential oil to protect hair
                                                              • Figure 31: New hair styling product launches with essential oil, China, 2018
                                                            • Care for sideburns
                                                              • Figure 32: New hair styling product launches specialised for sideburns, South Korea, 2018
                                                            • Anti-pollution
                                                              • Figure 33: New hair styling product launches with anti-pollution claim, Malaysia and Brazil, 2018
                                                            • Max volume
                                                              • Figure 34: New hair styling product launches to boost volume, South Korea and Russia, 2018
                                                            • Bio-active ingredients
                                                              • Figure 35: New hair colourants and styling product launches with bio-active ingredients, China and India, 2017-18
                                                          • The Consumer – What You Need to Know

                                                            • Among consumers aged 20-24, same proportion of men do permanent perms as women
                                                              • Men drive the usage of hair styling products
                                                                • Big brands lead at-home hair colourants usage
                                                                  • International brands gain more usage of at-home hair styling products
                                                                    • Dying hair while protecting hair is what consumers want
                                                                      • Consumers are positive towards hair protection effect
                                                                      • Behaviour and Occasion of Hair Beauty

                                                                        • Hair dying has lower penetration than hair perming
                                                                          • Figure 36: Hair colouring/styling/treating behaviours and occasions in the last six months, October 2018
                                                                        • Similar proportion of men aged 20-24 have had permanent colour dye done in a salon as women
                                                                          • Figure 37: Hair colouring behaviours in salon in the last six months, by age and gender, October 2018
                                                                        • Older women prefer hair styling activities in the hair salon
                                                                          • Figure 38: Hair styling behaviours in salon in the last six months, by age and gender, October 2018
                                                                        • Women prefer at-home styling tools while men prefer at-home styling products
                                                                          • Figure 39: Hair styling behaviours at home in the last six months, by age and gender, October 2018
                                                                        • Young consumers tend to do hair treatment at home while older consumers prefer hair salon
                                                                          • Figure 40: Hair treatment behaviours and occasions in the last six months, by age, October 2018
                                                                        • Consumers in tier one cities are less likely to do hair styling at salon
                                                                          • Figure 41: Hair styling behaviours and occasions in the last six months, by city tier, October 2018
                                                                      • Product Usage at Home

                                                                        • Traditional hair colourants and hair styling products still have high usage
                                                                          • Figure 42: Hair colorants or styling products used at home in the last six months, October 2018
                                                                        • More men use styling products than women
                                                                          • Figure 43: Hair styling products used at home in the last six months, by gender, October 2018
                                                                        • High earners use more hair beauty products
                                                                          • Figure 44: Hair colorants or styling products used at home in the last six months, by monthly personal income, October 2018
                                                                      • Purchased Hair Colourants Brands

                                                                        • International brands have higher penetration
                                                                          • Figure 45: Purchased at-home hair colourants brands in the last six months, October 2018
                                                                        • Gender and city tier are not big influencers
                                                                          • Figure 46: Purchased at-home hair colourants brands in the last six months, by gender and city tier, October 2018
                                                                        • High earners favour Japanese brands
                                                                          • Figure 47: Purchased at-home hair colourants brands in the last six months, by monthly personal income, October 2018
                                                                      • Purchased Styling Product Brands

                                                                        • VS and L'Oréal dominate hair styling market
                                                                          • Figure 48: Purchased at-home hair styling product brands in the last six months, October 2018
                                                                        • Women prefer SYOSS and Schwarzkopf
                                                                          • Figure 49: Purchased at-home hair styling product brands in the last six months, by gender, October 2018
                                                                        • VS, L'Oréal and Schwarzkopf appeal more to consumers in their 20s
                                                                          • Figure 50: Purchased at-home hair styling product brands in the last six months, by age, October 2018
                                                                        • Consumers in different city tiers have similar preferences
                                                                          • Figure 51: Purchased at-home hair styling product brands in the last six months, by city tier, October 2018
                                                                      • Premium Factors for At-home Hair Colourants

                                                                        • Hair protection is the top driver of trading up
                                                                          • Figure 52: Willingness to pay extra for at-home hair colourants, October 2018
                                                                          • Figure 53: Sanotint herbal ingredients education
                                                                        • High earners care less about safety and protection
                                                                          • Figure 54: Willingness to pay extra for at-home hair colourants, by monthly personal income, October 2018
                                                                      • Attitudes towards Hair Colourants and Styling Products

                                                                        • Women have lower brand loyalty
                                                                          • Figure 55: Brand loyalty of hair colourants, by gender, October 2018
                                                                        • Fewer consumers in their early 20s use hair styling products everyday
                                                                          • Figure 56: Usage occasions of hair styling products, by age and monthly personal income, October 2018
                                                                        • Women prefer hair in trendy colours while men prefer black hair
                                                                          • Figure 57: Preference of hair colour, by gender, October 2018
                                                                        • Fragrance helps slightly
                                                                          • Figure 58: Preference for fragrance, by gender, October 2018
                                                                          • Figure 59: Example of coffee scent hair colourants, South Korea, 2017
                                                                        • Most consumers believe good products can decrease hair damage
                                                                          • Figure 60: Attitudes towards hair damage, by city tier, October 2018
                                                                        • Natural ingredients are perceived to have better results
                                                                          • Figure 61: Attitudes towards hair colourants with natural ingredients, by monthly personal income, October 2018
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans care more about their appearance
                                                                          • Figure 62: Hair colourants or styling products used at home in the last six months, by consumer classification, October 2018
                                                                        • Mintropolitans have lower brand loyalty
                                                                          • Figure 63: Purchased at-home hair colourants/hair styling product brands in the last six months, by consumer classification, October 2018
                                                                        • Willingness to pay more for anti-pollution claim biggest difference
                                                                          • Figure 64: Willingness to pay extra for at-home hair colorants, by consumer classification, October 2018
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 65: Total value sales of hair colourants market, China, 2013-23
                                                                          • Figure 66: Total value sales of hair styling products market, China, 2013-23
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

                                                                            Hair Colourants and Styling Products - China - February 2019

                                                                            US $4,460.00 (Excl.Tax)