Brands can explore and invest in segmented hair colourant and styling products targeted at different hair and scalp types. Market communications for coloured hair dye products should focus more on harnessing consumers' desire for self-expression, while brands can follow, examine and drive fashion and colour trends to boost product appeal.
Jane Chai, Senior Analyst, China Insights
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Executive summary
- Key issues covered in this Report
- The market
- Companies and brands
- Graph 1: mainstream claims for new hair colourants*, 2019-23
- Graph 2: share of new hair product launches, by sub-category, 2019-23
- The consumer
- Graph 3: scalp sensitivity, 2022 vs 2023
- Graph 4: scalp condition, 2022 vs 2023
- Graph 5: hair length and style, women, 2021-23
- Graph 6: hair length and style, men, 2021-23
- Graph 7: hair colouring and styling behaviours, 2023
- Graph 8: price range, 2023
- Graph 9: reasons for dyeing hair at home, 2022 vs 2023
- Graph 10: pain points of dyeing hair at home, 2021 vs 2023
- Graph 11: understanding of hair colours, total and by age, 2023
- Issues and insights
- What we think
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The market
- Market size and forecast
- Graph 12: value sales and growth rate of hair colourants, 2019-23
- Graph 13: retail value and growth rate of hair styling products, 2019-23
- Market factors
- Graph 14: volume sales of hair colourants and styling products on Douyin, by price range, 2022 vs 2023
- Graph 15: volume sales of hair colourants and styling products on Tmall, by price range, 2022 vs 2023
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Companies and brands
- Market share
- Marketing activities
- New product trends
- Graph 16: share of new hair product launches, by sub-category, 2019-23
- Graph 17: mainstream claims for new hair colourants*, 2019-23
- Graph 18: mainstream claims for new hair styling products, 2019-23
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The consumer
- Scalp type
- Graph 19: scalp sensitivity, by gender and age, 2023
- Graph 20: scalp sensitivity, 2022 vs 2023
- Graph 21: scalp condition, by gender and age, 2023
- Graph 22: scalp condition, 2022 vs 2023
- Graph 23: scalp type and sensitivity, 2022 vs 2023
- Hair length and style
- Graph 24: hair length and style, men, 2021-23
- Graph 25: hair length and style, women, 2021-23
- Hair colouring and styling behaviours
- Graph 26: hair dyeing behaviour, 2021-23
- Graph 27: hair colouring behaviours (dyed their hair black in the last six months), total and by gender and age, 2021-23
- Graph 28: hair styling behaviours, 2021-23
- Graph 29: hair styling behaviours (temporary hair styling), by gender and age, 2023
- Graph 30: hair styling behaviours (temporary hair styling), by monthly personal income, 2021-23
- Usage of hair colourants and styling products
- Price range
- Graph 31: price range, 2023
- Graph 32: price range, men, 2023
- Graph 33: price range, women, 2023
- Reasons for dyeing hair at home
- Graph 34: reasons for dyeing hair at home, 2022 vs 2023
- Graph 35: reasons for dyeing hair at home, by city tier, 2023
- Graph 36: reasons for dyeing hair at home, by purchase of hair colourants above RMB100, 2023
- Pain points of dyeing hair at home
- Graph 37: pain points of dyeing hair at home, 2021 vs 2023
- Graph 38: reasons for dyeing hair at home, by purchase of hair colourants above RMB100, 2023
- Graph 39: pain points of dyeing hair at home, by hair colourants used, 2023
- Attitudes towards hair dyeing and styling
- Graph 40: choice of hair colours when dyeing at home, total and by gender and age, 2023
- Graph 41: choice of hair colours when dyeing at home, by usage of at-home hair colourants, 2023
- Graph 42: understanding of hair colours, total and by age, 2023
- Graph 43: understanding of hair colours, by hair colouring behaviours, 2023
- Graph 44: purchasing factors for at-home hair colourants, total and by gender and age, 2023
- Graph 45: shopping channels for at-home hair colourants, total and by gender and age, 2023
- Graph 46: important features for styling products, total and by gender and age, 2023
- Graph 47: important factors for hair styling, total and by age, 2023
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Issues and insights
- Make colourful hair dyes a personal style statement
- Focus on hair colourants and styling needs for sensitive scalps
- Concentrate on segmentation to realise the potential of hair styling products
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Appendix – size and forecast, research methodology and abbreviations
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