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Hair Colourants - UK - April 2018

“The future growth of the colourants market may be limited as the relevance of the market changes. Rather than appealing to older consumers through affordability, appealing to younger consumers is increasingly important. Providing accompanying haircare and gradual or personalised colour solutions are key to brand success, as well as embracing bold colour trends.”
– Alex Fisher, Senior Beauty Analyst

This report looks at the following issues:

  • Complete solutions for dark hair
  • Personalised innovation

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Excluded:
        • Executive Summary

            • The market
              • Permanent products limit growth
                • Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2012-22
              • Temporary solutions and long-range problems
                • Companies and brands
                  • Speaking out
                    • Figure 2: UK brand shares in value sales of hair colourants, year ending January 2018
                  • Instant appeal
                    • Figure 3: New product launches in hair colourants, by launch type, January 2015-February 2018
                  • Revamping the message
                    • The consumer
                      • A supporting cast
                        • Figure 4: At-home hair colourant products used in the last 12 months, January 2018
                        • Figure 5: Frequency of using at-home hair colourants in the last 12 months, January 2018
                      • Trend troubles
                        • Figure 6: Dyed hair colour of adults, January 2018
                      • Results through retail
                        • Figure 7: Retail channels where hair colourants are purchased, by age, January 2018
                      • A colourful experience
                        • Figure 8: Barriers to using at-home hair colourants, January 2018
                      • Be kind to the masses
                        • Figure 9: Interest in hair colourant innovation, by at-home or salon, January 2018
                      • What we think
                      • Issues and Insights

                        • Complete solutions for dark hair
                          • The facts
                            • The implications
                              • Personalised innovation
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Permanent products limit growth
                                      • Temporary colourants lead the way
                                        • Support for premium
                                          • Who needs colourants?
                                          • Market Size and Forecast

                                            • A temporary solution
                                              • Figure 10: UK retail value sales of hair colourants, at current and constant prices, 2012-22
                                            • Slow growth ahead
                                              • Figure 11: Best- and worst-case forecast of UK value sales of hair colourants, 2012-22
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Disappointing performance for permanent products
                                                • Figure 12: UK retail value sales of hair colourants, by segment, 2016 and 2017
                                              • Not bright, not right
                                              • Channels to Market

                                                • The value spectrum
                                                  • Figure 13: UK retail value sales of hair colourants, by retail channel, 2016 and 2017
                                                  • Figure 14: Josh Wood Colour range, February 2018
                                              • Market Drivers

                                                • Ageing population changes colourant needs
                                                  • Figure 15: Trends in the age structure of the UK population, by gender, 2012-22
                                                • Strand/patch tests may become a thing of the past
                                                  • Frequent dyeing linked to health problems
                                                    • Building bonds in mass haircare
                                                      • Figure 16: Attitudes towards women’s haircare, December 2017
                                                    • A call for subtlety
                                                      • Figure 17: ‘PB&J’ hair colouring technique, November 2017
                                                    • Nature versus science
                                                      • Figure 18: Reasons for purchasing natural/organic toiletries, September 2017
                                                      • Figure 19: L’Oréal Botanea, 2018
                                                  • Companies and Brands – What You Need to Know

                                                    • Speaking out
                                                      • Instant appeal
                                                        • Revamping the message
                                                          • Sign of the times
                                                          • Market Share

                                                            • Support earns share
                                                              • Figure 20: Brand shares in hair colourants, years ending January 2017 and 2018
                                                            • Quiet innovation
                                                              • Figure 21: Clairol Nice‘n Easy colourant campaign, January 2018
                                                          • Launch Activity and Innovation

                                                            • The root of it all
                                                              • Figure 22: New product launches in hair colourants, by launch type, January 2015-February 2018
                                                              • Figure 23: Top fastest-growing and declining claims in the hair colourants sector, 2016-17
                                                            • Stick with it
                                                              • Figure 24: Stick format colourants, 2017
                                                              • Figure 25: New product launches in hair colourants, by top ultimate companies, 2017
                                                              • Figure 26: Colourant launches from L’Oréal and Superdrug, 2017
                                                          • Advertising and Marketing Activity

                                                            • Changing focus delays spending
                                                              • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2015-February 2018
                                                              • Figure 28: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by product segment, January 2015-February 2018
                                                              • Figure 29: L’Oréal Magic Retouch advert, October 2017
                                                            • Shining brightly
                                                              • Figure 30: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by top five companies, 2017
                                                              • Figure 31: Garnier Olia and Nutrisse TV campaigns, 2017
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 32: Attitudes towards and usage of selected brands, April 2018
                                                                • Key brand metrics
                                                                  • Figure 33: Key metrics for selected brands, April 2018
                                                                • Not many brands seen as worth paying more for
                                                                  • Figure 34: Attitudes, by brand, April 2018
                                                                • Brand personality: mass brands maintain a fun and accessible image
                                                                  • Figure 35: Brand personality – Macro image, April 2018
                                                                • Just for Men more associated with negative traits
                                                                  • Figure 36: Brand personality – Micro image, April 2018
                                                                • Brand analysis
                                                                  • L’Oréal Préférence could renew interest among young adults
                                                                    • Figure 37: User profile of L’Oréal Préférence, April 2018
                                                                  • Garnier Nutrisse could extend natural image
                                                                    • Figure 38: User profile of Garnier Nutrisse, April 2018
                                                                  • Schwarzkopf Live proposition grabs attention
                                                                    • Figure 39: User profile of Schwarzkopf Live, April 2018
                                                                  • Should Just for Men break with tradition?
                                                                    • Figure 40: User profile of Just for Men, April 2018
                                                                  • Color Wow could go far
                                                                    • Figure 41: User profile of Color Wow, April 2018
                                                                • The Consumer – What You Need to Know

                                                                  • A supporting cast
                                                                    • Trend troubles
                                                                      • Results through retail
                                                                        • A colourful experience
                                                                          • Be kind to the masses
                                                                          • Use of At-Home Colourants

                                                                            • Creating a support system
                                                                              • Figure 42: At-home hair colourant products used in the last 12 months, January 2018
                                                                              • Figure 43: John Frieda haircare and colourants products, Kao brands, 2012-17
                                                                            • Usage driven by young women…
                                                                              • Figure 44: Types of at-home hair colourants products used in the last 12 months, by gender, January 2018
                                                                              • Figure 45: Types of at-home hair colourants products used by women in the last 12 months, by age, January 2018
                                                                            • …but frequency driven by men
                                                                              • Figure 46: Frequency of using at-home hair colourants in the last 12 months, January 2018
                                                                          • Colour Choices

                                                                            • A light in the dark
                                                                              • Figure 47: Natural hair colour of adults, January 2018
                                                                              • Figure 48: Dyed hair colour of adults, January 2018
                                                                            • Results without ramifications
                                                                              • Figure 49: Colour of natural and dyed hair, January 2018
                                                                              • Figure 50: Knight & Wilson Pureplex Bond Reconstructing Colour Cream, 2018
                                                                          • Purchase of At-Home Colourants

                                                                            • Inspired choices
                                                                              • Figure 51: Retail channels where hair colourants are purchased, by age, January 2018
                                                                            • Online customisation
                                                                              • Figure 52: eSalon custom hair colourant kit, 2018
                                                                          • Barriers to Using At-Home Colourants

                                                                            • Overcoming contentment
                                                                              • Figure 53: Barriers to using at-home hair colourants, January 2018
                                                                            • A damaging reputation
                                                                            • Interest in Colourants Innovation

                                                                              • Gentle products hold mass appeal
                                                                                • Figure 54: Interest in hair colourant innovation, January 2018
                                                                              • A salon hand
                                                                                • Figure 55: Interest in hair colourant innovation, by at-home or salon, January 2018
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology
                                                                                    • Forecast methodology
                                                                                    • Appendix – Companies and Brands

                                                                                        • Figure 56: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by leading companies and other, 2016 and 2017

                                                                                    Hair Colourants - UK - April 2018

                                                                                    US $2,693.85 (Excl.Tax)