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Within the global BPC market, hair colourants sales are ranked in 10th place in dollar terms. 

The US is the largest market in value for hair colourants, followed by Brazil and Japan. In terms of growth, India saw the highest growth for colourants over 2014-2015, followed closely by South Korea. Outside the top 5, Brazil showed significantly higher than average growth for the category. Developed markets such as US and UK are seeing slight declines due to a lack of innovation within the category and people using salon services for more complicated bronde, balayage and ombre hair techniques.

Brightening/ illuminating remains the top claim on colourant packs in 2015, with consumers primarily interested in the end result of product use. However, this claim has seen a sharp decline of almost 10% point drop since 2013 as brands concentrate more on claims such as ease of use and no-dripping.  

In terms of upward trends, the botanical/ herbal claim has seen an 8% point rise since 2014 which is in line with consumers looking for natural ingredients in many beauty categories as they perceive these to be less likely to cause skin irritation. As Asian countries are growing fast in the colourant segment, Asian companies tend to borrow from traditional herbal remedies and ingredients.

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