Description

Providing the most comprehensive and up-to-date information and analysis of the US Home Hair Color market including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has had a profound and complex impact on the home hair color market. In the absence of salons during lockdowns, even consumers who typically rely on professional salon services for hair color took a DIY approach, leading to increased usage of home hair color products.

To keep salon-goers engaged in the category post-pandemic, brands should help them foster newly acquired skills, highlight specific ways home hair color can work in tandem with professional hair color and continue to highlight the cost-savings of DIY hair color.

Quickly Understand

  • The impact of COVID-19 on consumer behavior and the home hair color market
  • How the market will fare in a post-COVID-19 down economy
  • Consumers’ usage of home hair color products Consumers’ attitudes and behaviors toward hair color

Covered in this report

Brands included in this report: L’Oreal USA, JAB Holding Company, Combe Incorperated, Revolon Inc and private labels.

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Home & Personal Care secyor, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

In the absence of salons, more consumers turned to at-home solutions, leading to increased usage of home hair color products. While salon closures during lockdown certainly benefited the at-home hair color market in the short-term, some consumers plan to stick with at-home hair color products to curb spending or minimize exposure to COVID-19, highlighting longer-term benefits for the market.

Olivia Guinaugh
Senior Lifestyles and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of home hair color market, at current prices, 2015-25
    • Impact of COVID-19 on home hair color
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on home hair color, January 2020
    • Opportunities and challenges
    • There’s room for temporary hair color formats to grow
      • Figure 3: Usage of select products and select attitudes toward hair color and shopping for hair color, November 2020
    • Boost engagement with social media and virtual apps
      • Figure 4: Select attitudes and behaviors toward shopping, by age, November 2020
    • Bold expressions are set to flourish; minimize experimental risk
    • Provide gray-enhancing solutions
      • Figure 5: interest in select innovations, November 2020
    • NOW is the time to “clean” up
      • Figure 6: Home hair colorant launches by select natural, eco and free-from claims, 2015-16 vs 2019-20
    • Drive loyalty through customization
      • Figure 7: Instagram post from Function of Beauty
  3. The Market – Key Takeaways

    • COVID-19 gives the home hair color market a boost
    • Women’s hair color and other retailers dominate; look out for unisex
    • Impact of online tutorials and increased competition from PL will linger
    • Motivate salon-goers to stick with home color, utilize social media, be versatile
  4. Market Size and Forecast

    • COVID-19 gives the home hair color market a boost
      • Figure 8: Total US sales and fan chart forecast of home hair color market, at current prices, 2015-25
      • Figure 9: Total US retail sales and forecast of home hair color market, at current prices, 2015-25
    • Impact of COVID-19 on home hair color
      • Figure 10: Short-, medium- and long-term impact of COVID-19 on home hair color, July 2020
    • Lockdown
    • Re-emergence
    • Recovery
    • COVID-19: US context
    • Learnings from the last recession
      • Figure 11: Mintel trend driver – Value
  5. Segment Performance

    • Women’s hair color continues to dominate sales, but watch out for unisex
      • Figure 12: Sales of home hair color market, by segment, 2020
      • Figure 13: Total US retail sales and forecast of home hair color products, by segment, at current prices, 2015-25
    • Other retailers continue to dominate the market
      • Figure 14: Total US retail sales of home hair color products, by channel, at current prices, 2015-20
  6. Market Factors

    • Consumers may have more confidence in their hair coloring abilities
      • Figure 15: Instagram post from Madison Reed, December 2020
    • The recession benefits all category players, including private label
      • Figure 16: Mintel trend driver – Value
  7. Market Opportunities

    • There are ways to motivate salon-goers to stick with at-home hair coloring
      • Figure 17: Motivators for continued at-home hair coloring, November 2020
    • Products that prolong hair color results appeal to all hair color users
      • Figure 18: Madison Reed Color Therapy, July 2020
    • Instead of working against professionals, work alongside them
      • Figure 19: Instagram post from dpHUE, April 2020
    • Make at-home hair coloring more individualized
      • Figure 20: Instagram posts from Color&Co and Lime Crime, July 2020
      • Figure 21: Instagram post from Function of Beauty, December 2020
    • Boost engagement with social media, virtual apps and smart technology
      • Figure 22: Instagram posts from Jack Debruin and oVertone, November 2020
      • Figure 23: Instagram post from Henkel, November 2020
      • Figure 24: The Wella Augmented Hair Salon Experience
    • Brands that offer bold colors and gray enhancements will see success
    • Provide easy ways to go bright and bold
      • Figure 25: Attitudes toward bold hair color, October 2016 and November 2020
      • Figure 26: Instagram posts from oVertone, December and October 2020
      • Figure 27: Instagram posts from Good Dye Young, October 2020
    • Provide gray-enhancing solutions for those choosing to embrace their gray hair
      • Figure 28: Attitudes toward gray hair, October 2016 and November 2020
      • Figure 29: Instagram posts about gray hair, July 2020 and December 2020
      • Figure 30: Instagram posts from Kevin Hart and Tamara Mowry, March 2020
      • Figure 31: Instagram post from Oribe
  8. Companies and Brands – Key Takeaways

    • L’Oréal dominates, while others lose share to smaller brands and PL
    • Some brands expand in men’s hair color, while others become “clean”
  9. Market Share

    • L’Oréal dominates, while others lose share to smaller and private label brands
    • Sales of home hair color by company
      • Figure 32: Multi-outlet sales of home hair color products, by leading companies, rolling 52 weeks 2019 and 2020
  10. Competitive Strategies

    • Brands expand product offerings to better reach today’s modern man
    • Products made specifically for men breakdown the gender barrier around hair color…
      • Figure 33: Instagram posts from Madison Reed Mr and Cremo, September 2020 and April 2020
    • …Yet unisex products may resonate more with today’s modern men
      • Figure 34: Instagram posts from oVertone, September 2020
    • Home hair color is “cleaning” up
      • Figure 35: Home hair colorant launches by select natural, eco and free-from claims, 2015-16 vs 2019-20
      • Figure 36: Revlon’s Total Color – Permanent Hair Color
      • Figure 37: Henkel’s Better Natured Good Clean Color, August 2020
  11. The Consumer – Key Takeaways

    • Salon closures give home hair color products a boost in usage
    • Bold colors and gray hair continue to gain social acceptance
    • Most purchases are made in mass merchandisers
    • Most adults plan to stick with home hair color – will a vaccine change that?
    • Social media is a powerful tool that can help boost brand awareness
    • Strong interest in innovations present opportunities to boost sales
  12. Product Usage

    • Salon closures give home hair color products a boost in usage
      • Figure 38: Product usage, any hair color (net), November 2018 and 2020
    • Permanent hair color is used most, but there’s room for temporary formats to grow
      • Figure 39: Instagram post about Kristin Ess Crystal Quartz Gloss
      • Figure 40: Product usage, November 2020
    • Home hair color product usage is driven by women
      • Figure 41: Usage of select products, by gender, November 2020
      • Figure 42: Cremo’s Ready-to-Use Hair & Beard Permanent Haircolor, April 2020
    • Adults aged 25-44 are a prime target for home hair color brands
      • Figure 43: Usage of select products, by age, November 2020
    • Black and Hispanic adults are heavy users of home hair color products
      • Figure 44: Usage of select products, by race and Hispanic origin, November 2020
  13. Attitudes and Behaviors toward Hair Color

    • Bold hair colors and gray hair continue to gain social acceptance
      • Figure 45: Select attitudes toward hair color, November 2020
    • Interest in bold hair colors in driven by adults aged 18-34
      • Figure 46: Select attitudes and behaviors toward hair color, by age, November 2020
    • Help ease consumers concerns with at-home hair coloring
      • Figure 47: Instagram posts from Color Oops
      • Figure 48: Select attitudes and behaviors toward hair color, November 2020
    • Concerns around damage impact Asian adults’ usage of products
      • Figure 49: Garnier Nutrisse’s Color Reviver 5-Min Color Mask, September 2020
      • Figure 50: Select attitudes and behaviors toward hair color, by race and Hispanic origin, November 2020
  14. Retailers Shopped

    • Most purchases are made in mass merchandisers
      • Figure 51: Retailers shopped, November 2020
    • Now is time to seize on the demand for customization
      • Figure 52: Interested and willing to pay more for custom selected/blended hair color from my hair stylist/salon to use at home, by age, November 2020
  15. COVID-19’s Impact on Hair Color Methods

    • Most adults plan to continue coloring their hair at home
      • Figure 53: Plans for hair coloring post-lockdown, November 2020
      • Figure 54: Reasons for coloring hair at home, November 2020
    • Will the vaccine change consumers’ approach to hair color?
      • Figure 55: Plans for hair coloring post-lockdown, November 2020
  16. Shopping for Home Hair Color

    • Social media is a powerful tool that can help boost brand awareness
      • Figure 56: Shopping behaviors, November 2020
    • Immerse in social media and virtual apps to engage with adults aged 18-44
      • Figure 57: Select shopping behaviors, by age, November 2020
      • Figure 58: Instagram post from Kristin Ess, March 2020
  17. Interest in Innovations

    • Strong interest in innovations present opportunities to boost sales
      • Figure 59: Interest in select innovations, November 2020
    • Consumers want products and services tailored to their specific needs
      • Figure 60: Instagram post from MobileStyles, April 2020
      • Figure 61: Interest in custom selected/blended hair color from hair stylist/salon to use at-home and on-demand hair color services, November 2020
    • Tap into clean beauty trends to convey safety and eco-consciousness
      • Figure 62: Interest in products with natural/clean ingredients and eco-friendly products/packaging, November 2020
    • Provide gray hair innovations for all age groups
      • Figure 63: Instagram post of Kim Kardashian’s silver hair
      • Figure 64: Instagram post about Better Not Younger’s Silver Lining hair mask
      • Figure 65: Interest in products designed to enhance gray hair and gray hair color dye, any interest (net), by age, November 2020
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
  19. Appendix – The Market

      • Figure 66: Total US retail sales and forecast of home hair color products, at inflation-adjusted prices, 2015-25
      • Figure 67: Average spending on home hair color, by segment, 2015-20
      • Figure 68: Total US retail sales of home hair color products, by segment, at current prices, 2018 and 2020
      • Figure 69: Total US retail sales and forecast of men’s hair coloring, at current prices, 2015-20
      • Figure 70: Total US retail sales and forecast of unisex hair coloring, at current prices, 2015-20
      • Figure 71: Total US retail sales and forecast of women’s hair coloring, at current prices, 2015-20
      • Figure 72: Total US retail sales of home hair color products, by channel, at current prices, 2018 and 2020
      • Figure 73: US supermarket sales of home hair color products, at current prices, 2015-20
      • Figure 74: US drugstore sales of home hair color products, at current prices, 2015-20
      • Figure 75: US sales of home hair color products through other retailers, at current prices, 2015-20
  20. Appendix – Companies and Brands

      • Figure 76: Multi-outlet sales of men’s hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 77: Multi-outlet sales of unisex hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020
      • Figure 78: Multi-outlet sales of women’s hair coloring products, by leading companies and brands, rolling 52 weeks 2019 and 2020

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