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Home Hair Color - US - January 2019

"The home hair color market continues to struggle. Preferences for natural looks, concerns about damage, and complicated hair color trends―which are typically left to professionals―have placed downward pressure on the market. However, interest among both young and Black consumers is still strong, making them key markets for home hair color. The category will recover if brands listen to the demands of their target markets and promote products accordingly."

Alison Gaither, Beauty & Personal Care Analyst

This report will look at the following areas:

  • The largest segment continues to suffer from declining sales
  • Men are satisfied with their natural hair color, women visit salons
  • Trendy hair color styles viewed by some as too complicated to create at home

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • The largest segment continues to suffer from declining sales
            • Figure 1: Share of total US retail sales of home hair color products, by segment, at current prices, 2018 (est)
          • Men are satisfied with their natural hair color, women visit salons
            • Figure 2: Select reasons for avoiding at-home hair color, by gender, November 2018
          • Trendy hair color styles viewed by some as too complicated to create at home
            • Figure 3: Select interest in hair color trends – Have not tried, but interested in trying, November 2018
          • The opportunities
            • Highlight damage-protection claims on-pack
              • Figure 4: Purchase factors – Damage protection, select race, age, and gender, November 2018
            • Look to effortless color style kits to engage a wider audience
              • Utilize influencers and social media as a way to exhibit hair color quality
                • Figure 5: Select sources of inspiration, by 18-34-year-olds, November 2018
              • What it means
              • The Market – What You Need to Know

                • Home hair color continues to struggle amid an evolving market
                  • Men’s hair color continues to post gains, but it isn’t large enough to save the category
                    • A pampering experience and expertise draw consumers to the salon
                      • Hair salons attract affluent consumers who can afford to spend more on hair color
                      • Market Size and Forecast

                        • Historic and projected sales performance
                          • Figure 6: Total US sales and fan chart forecast of home hair color, at current prices, 2013-23
                          • Figure 7: Total US retail sales and forecast of home hair color products, at current prices, 2013-23
                      • Market Breakdown

                        • Sales of women’s hair color exceed those for men, hampering overall growth
                          • Figure 8: Share of total US retail sales of home hair color products, by segment, at current prices, 2018 (est)
                        • Men’s hair color outperforms women’s, but the market is limited
                          • Figure 9: Total US retail sales and forecast of home hair color products, by segment, at current prices, 2013-23
                      • The Impact of Salon Services

                        • Key home hair color market customers are choosing the salon instead
                          • Figure 10: Professional personal care services received most often in six months – Hair color, by female, summer 2015-18
                          • Figure 11: Select types of services – Hair color, by gender, July 2018
                          • Figure 12: Select reasons for receiving services, by female, July 2018
                      • Market Factors

                        • Among women, usage of at-home color on the decline since 2015
                          • Figure 13: Usage of hair coloring products, by gender, summer 2015-18
                        • Home hair color usage affected by household income
                          • Figure 14: Select product usage, by income, November 2018
                          • Figure 15: Select reasons for avoiding at-home hair color – Salon, by income, November 2018
                      • Key Players – What You Need to Know

                        • L’Oréal’s quick response to trends contributed to market share increases
                          • Bold colors and temporary formats resonate with adventurous consumers
                            • Traditional hair color associated with damage, which leads to lackluster sales
                              • Usage of influencers makes it easier to recreate trendy looks on social media
                              • Company Sales of Home Hair Color

                                • L’Oréal continues to lead in sales, while other major players suffer declines
                                  • Figure 16: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2017 and 2018
                              • What’s Working?

                                • Experiment without the commitment
                                  • Social media continues to influence hair trends
                                    • Figure 17: Rising and falling topics associated with hair color, Jan. 1, 2018-Dec. 31, 2018
                                  • Ammonia-free formats appeal to consumers concerned with damage
                                    • Figure 18: Select MULO sales of L’Oréal hair color, rolling 52 weeks 2017-18
                                    • Figure 19: Select MULO sales of Schwarzkopf hair color, rolling 52 weeks 2017-18
                                • What’s Struggling?

                                  • Traditional, all-over color loses out to dimensional color trends
                                    • Figure 20: Multi-outlet sales of select women’s home hair color products, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                • What’s Next?

                                  • Make salon quality color an at-home reality with tutorials and tips
                                    • Figure 21: Instagram posts from influencer accounts featuring trending icy tones with tutorials
                                  • Expand repertoires to include complementary color care
                                    • Social media will change the way mass color brands promote products
                                      • Figure 22: Instagram posts from Olaplex and DpHUE brand amabassador @Justinandersoncolor
                                  • The Consumer – What You Need to Know

                                    • Permanent hair color has highest usage, key markets experiment with formats
                                      • Trusted family recommendations carry weight, but social media is not far behind
                                        • Mass merchandisers are a shopping destination, though key shoppers peruse beauty supply stores
                                          • Importance of secondary claims differ among groups
                                            • Many content with natural color, while others concerned about damage
                                              • Root touch-up sprays drive usage, bold and balayage drive interest
                                              • Product Usage

                                                • Low at-home hair color usage is a challenge for the category
                                                  • Figure 23: Product usage, November 2018
                                                • Damage concerns are responsible for tepid engagement among key markets
                                                  • Figure 24: Product usage, by age and gender, November 2018
                                                • Black consumers gravitate toward less-damaging, temporary hair colors
                                                  • Figure 25: Product usage, by race, November 2018
                                              • Sources of Inspiration

                                                • Sources of inspiration are varied, with consistent color users limiting category expansion
                                                  • Figure 26: Sources of inspiration, November 2018
                                                • Social media is a powerful tool among young consumers
                                                  • Figure 27: Instagram posts promoting Rose Gold Temporary Tint, April 2018
                                                  • Figure 28: Sources of inspiration, by age, November 2018
                                                • Men use a variety of resources, and are willing to try new color products
                                                  • Figure 29: Sources of inspiration, by gender, November 2018
                                                • Black consumers are heavy users of social media for color trends
                                                  • Figure 30: Sources of inspiration, by race, November 2018
                                              • Retailers Shopped

                                                • Mass merchandisers lead among retailers shopped
                                                  • Figure 31: Retailers shopped, November 2018
                                                • Beauty supply stores encourage younger consumers to experiment
                                                  • Figure 32: Select retailers shopped, by age, November 2018
                                                • Mass merchandisers lead overall, but beauty supply stores aren’t far behind for Black shoppers
                                                  • Figure 33: Select retailers shopped, by race, November 2018
                                              • Purchase Factors

                                                • Functional benefits are important, but so is quality
                                                  • Figure 34: Purchase factors, November 2018
                                                • Mature women prioritize gray coverage, but convenience is still important
                                                  • Figure 35: Purchase factors, by age and gender, November 2018
                                                • Haircare claims can encourage trial among Black consumers
                                                  • Figure 36: Purchase factors, by race, November 2018
                                              • Reasons for Avoiding At-Home Hair Color

                                                • A multitude of factors influence hair color avoidance
                                                  • Figure 37: Reasons for avoiding at-home hair color, November 2018
                                                • 18-34-year-olds avoid coloring their hair due to damage concerns and satisfaction with natural color
                                                  • Figure 38: Select reasons for avoiding at-home hair color, by age, November 2018
                                                • Black consumers avoid coloring natural hair because of damage
                                                  • Figure 39: Select reasons for avoiding at-home hair color, by race, November 2018
                                              • Interest in Hair Color Trends

                                                • Effortless hair color trends are driving interest and usage
                                                    • Figure 40: Trending hashtags and social media accounts associated with hair color, Jan. 1, 2018-Dec. 31, 2018
                                                    • Figure 41: Interest in hair color trends, November 2018
                                                  • Younger go bold and mature choose touch-ups, but balayage appeals to all
                                                    • Figure 42: Balayage hair color created by salon professionals
                                                    • Figure 43: Interest in hair color trends – Have not tried, but interested in trying, by age, November 2018
                                                  • Black women interested in bolder looks
                                                    • Figure 44: Interest in hair color trends – Have not tried, but interested in trying, Black or African American women*, November 2018
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Abbreviations and terms
                                                            • Abbreviations
                                                            • Appendix – The Market

                                                                • Figure 45: Total US retail sales and forecast of home hair color products, at inflation-adjusted prices, 2013-23
                                                                • Figure 46: Total US retail sales and forecast of men’s hair coloring, at current prices, 2013-23
                                                                • Figure 47: Total US retail sales and forecast of men’s hair coloring, at inflation-adjusted prices, 2013-23
                                                                • Figure 48: Total US retail sales and forecast of women’s hair coloring, at current prices, 2013-23
                                                                • Figure 49: Total US retail sales and forecast of women’s hair coloring, at inflation-adjusted prices, 2013-23
                                                                • Figure 50: Total US retail sales of home hair color products, by channel, at current prices, 2013-18
                                                            • Appendix – Key Players

                                                                • Figure 51: Multi-outlet sales of men’s home hair color products, by leading companies and brands, rolling 52 weeks 2017 and 2018

                                                            Home Hair Color - US - January 2019

                                                            US $4,395.00 (Excl.Tax)