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Hair Colourants - UK - June 2019

Covered in this report

For the purposes of this report, Mintel has used the following definitions of the hair colourants sector:

  • Permanents (do not wash out of hair)
  • Semi-permanent (last between six and eight washes)
  • Temporary colourants
  • Tone on tone hair colour (including restorers and removers)

Excluded:Colour enhancing shampoos (also known as colour glazes) & Hair cosmetics (eg hair mascara).

“The growth of temporary colour has not outweighed the decline of permanent colourants, and in 2018 the market dropped by 2%. The trend towards ageing naturally means permanent colourants must seek a new heartland, while younger consumers’ expectations for exciting and changeable looks give brands the opportunity to become the experts of at-home techniques.”
– Alex Fisher, Associate Director BPC

This report looks at the following areas:

  • A young man’s game
  • Getting creative
  • Natural versus vibrant

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Table of contents

  1. Overview

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

            • The market
              • The future is temporary
                • Figure 1: Best- and worst-case forecast of UK value sales of hair colourants, 2014-24
              • Getting comfortable
                • Companies and brands
                  • Keep talking
                    • Figure 2: UK brand shares in value sales of hair colourants, year ending March 2019
                  • It’s not forever
                    • Figure 3: New product launches in hair colourants, by launch type, January 2016-April 2019
                  • The consumer
                    • Keep it unnatural
                      • Figure 4: At-home hair colourant products used in the last 12 months, January 2018 and April 2019
                    • All applications accepted
                      • Figure 5: Applicators used with at-home colourants, April 2019
                    • Get inspired
                      • Figure 6: Sources of inspiration for chosen colour, by age, April 2019
                    • What’s your damage?
                      • Figure 7: Important features of at-home hair colourants, April 2019
                    • Seize the day
                      • Figure 8: Attitudes towards at-home hair colourants, April 2019
                      • Figure 9: Attitudes towards colouring hair, April 2019
                    • What we think
                    • Issues and Insights

                      • A young man’s game
                        • The facts
                          • The implications
                            • Getting creative
                              • The facts
                                • The implications
                                  • Natural versus vibrant
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • The future is temporary
                                          • Retail must go with the flow
                                            • Getting comfortable
                                            • Market Size and Forecast

                                              • Permanent colour seems unstable
                                                • Figure 10: UK retail value sales of hair colourants, at current and constant prices, 2014-24
                                              • An uncertain future
                                                • Figure 11: Best- and worst-case forecast of UK value sales of hair colourants, 2014-24
                                              • Forecast methodology
                                              • Market Segmentation

                                                • A temporary solution
                                                  • Figure 12: UK retail value sales of hair colourants, by segment, 2017 and 2018
                                              • Channels to Market

                                                • Follow the fun
                                                  • Figure 13: UK retail value sales of hair colourants, by retail channel, 2017 and 2018
                                              • Market Drivers

                                                • An age-old problem
                                                  • Figure 14: Trends in the age structure of the UK population, 2013-23
                                                • The grey transition
                                                  • Figure 15: Salma Hayek embracing grey hair, February 2019
                                                • There’s an app for that
                                                  • Figure 16: Barriers to using at-home hair colourants, January 2018
                                                  • Figure 17: Madi, Madison Reed’s chatbot, February 2017
                                                • Attention to scalp puts damage under the microscope
                                                  • A technical boost for naturals
                                                  • Companies and Brands – What You Need to Know

                                                    • Keep talking
                                                      • It’s not forever
                                                        • A changing landscape
                                                        • Market Share

                                                          • Return on investment
                                                            • Figure 18: Brand shares in hair colourants, years ending March 2018 and 2019
                                                          • Clairol needs speedy rejuvenation
                                                          • Launch Activity and Innovation

                                                            • Semi-permanent strides ahead
                                                              • Figure 19: New product launches in hair colourants, by launch type, January 2016-April 2019
                                                              • Figure 20: Bold and vibrant launches, 2018
                                                            • Making the unnatural natural
                                                              • Figure 21: Fastest-growing and fastest-declining claims in the hair colourants sector, 2017-18
                                                              • Figure 22: Bleach London Watercolour Temporary Violet Colour Spray, August 2018
                                                            • Let the sun in
                                                              • Figure 23: Launches with brightening/illuminating claims, 2018
                                                            • Big players still dominate
                                                              • Figure 24: New product launches in hair colourants, by top ultimate companies, 2018
                                                          • Advertising and Marketing Activity

                                                            • Investing in inspiration
                                                              • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2016-March 2019
                                                              • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by top companies, 2018
                                                            • L’Oréal takes charge
                                                              • Figure 27: Total above-the-line, online display and direct mail advertising expenditure on hair colourants, by product segment, January 2016-March 2019
                                                              • Figure 28: L’Oréal Paris Casting Crème Gloss advert, 2018
                                                              • Figure 29: L’Oréal Magic Retouch – The Roots Family series, 2018
                                                            • Nielsen Ad Intel coverage
                                                            • Brand Research

                                                                • Brand map
                                                                  • Figure 30: Attitudes towards and usage of selected brands, April 2019
                                                                • Key brand metrics
                                                                  • Figure 31: Key metrics for selected brands, April 2019
                                                                • Brand attitudes: Few major brands offer good value
                                                                  • Figure 32: Attitudes, by brand, April 2019
                                                                • Brand personality: Accessibility does not always equal popularity
                                                                  • Figure 33: Brand personality – macro image, April 2019
                                                                • Newer brands yet to achieve expert image
                                                                  • Figure 34: Brand personality – micro image, April 2019
                                                                • Brand analysis
                                                                  • John Frieda shows quality, but lacks innovation
                                                                    • Figure 35: User profile of John Frieda, April 2019
                                                                  • Garnier Olia captures the youth
                                                                    • Figure 36: User profile of Garnier Olia, April 2019
                                                                  • Clairol Nice’n Easy innovation goes unnoticed
                                                                    • Figure 37: User profile of Clairol Nice’n Easy, April 2019
                                                                  • L’Oréal Colorista offers a different proposition
                                                                    • Figure 38: User profile of L’Oréal Colorista, April 2019
                                                                  • Josh Wood Colour tailors the experience
                                                                    • Figure 39: User profile of Josh Wood Colour, April 2019
                                                                • The Consumer – What You Need to Know

                                                                  • Keep it unnatural
                                                                    • All applications accepted
                                                                      • Get inspired
                                                                        • What’s your damage?
                                                                          • Seize the day
                                                                          • Use of At-home Colourants

                                                                            • Moving away from natural
                                                                              • Figure 40: At-home hair colourant products used in the last 12 months, January 2018 and April 2019
                                                                            • Young men hit the bleach
                                                                              • Figure 41: Use of any at-home hair colourants, by age and gender, April 2019
                                                                              • Figure 42: Zac Efron and Zayn Malik with bleached hair, 2018
                                                                          • At-home Colourant Application

                                                                            • The right tools
                                                                              • Figure 43: Applicators used with at-home colourants, April 2019
                                                                              • Figure 44: Garnier Express Retouch Grey Hair Concealer, 2018
                                                                            • Less mess please
                                                                              • Figure 45: R+Co Art School Root Touch-up Gel, 2019
                                                                            • Getting creative
                                                                              • Figure 46: Applicators used with at-home colourants, by age, April 2019
                                                                          • Inspiration for Colour Choice

                                                                            • Becoming creatures of habit
                                                                              • Figure 47: Sources of inspiration for chosen colour, by age, April 2019
                                                                            • As seen on screen
                                                                              • Blue sky thinking
                                                                                • Figure 48: Josh Wood’s ‘colour cloud’ hair, February 2019
                                                                            • Important Factors for At-home Colourants

                                                                              • An easier life
                                                                                • Figure 49: Important features of at-home hair colourants, April 2019
                                                                              • A pop of colour
                                                                                • Figure 50: Important features of at-home hair colourants, by age, April 2019
                                                                              • Dye without the damage
                                                                                • Figure 51: oVertone Rose Gold Deep Treatment (US), January 2018
                                                                                • Figure 52: Dr. Craft Natural Purple Berry Brightening Serum (F&M Cosmetics, UK), August 2018
                                                                            • Attitudes towards Colouring Hair

                                                                              • Low-hanging fruit
                                                                                • Figure 53: Attitudes towards at-home hair colourants, April 2019
                                                                              • Beards – blended or bold?
                                                                                • Figure 54: Attitudes towards colouring hair, April 2019
                                                                                • Figure 55: Blondépil Homme Beard Colour, April 2018
                                                                                • Figure 56: Donald Glover and Scott Wagstaff with bleached beards, February 2019
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology
                                                                                    • Forecast methodology

                                                                                    Hair Colourants - UK - June 2019

                                                                                    £1,995.00 (Excl.Tax)