Table of Contents
Executive Summary
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- The market
- Category decline forecast to continue
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- Figure 1: Best- and worst-case forecast for retail value sales of at-home hair colourants, 2014-24
- Permanent colours dominate, but are falling out of favour
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- Figure 2: Retail value sales of at-home hair colourants, by segment, 2019 (est)
- Companies and brands
- Clairol struggles in a competitive environment
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- Figure 3: UK retail value sales of at-home hair colourants, by brand, 2019
- A lack of NPD could be holding back the market
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- Figure 4: New product development in the at-home hair colourant category, by launch type, January 2015-October 2019
- The consumer
- One in three colour their hair
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- Figure 5: At-home hair colourant products used in the last 12 months, October 2019
- At-home colourants are seen as a cost-effective alternative
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- Figure 6: Reasons for using at-home hair colourants, October 2019
- Permanent dyes offer long-lasting results
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- Figure 7: At-home hair colourants correspondence analysis, October 2019
- Adding a personal touch
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- Figure 8: Interest in at-home hair colourant innovations, October 2019
- Hair colourant users are becoming more eco-conscious
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- Figure 9: At-home hair colourant behaviours, October 2019
- What we think
Issues and Insights
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- Negative perceptions are subduing market growth
- The facts
- The implications
- Personalisation remains an untapped opportunity
- The facts
- The implications
- New formats broaden the appeal of colourants
- The facts
- The implications
The Market – What You Need to Know
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- Decline in value sales set to continue
- Temporary colours retain their appeal
- Online is becoming a more important channel…
- …but stores have an opportunity to fight back
- An ongoing preference for professional treatments
- Targeting older consumers is key
Market Size and Forecast
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- A rise in NPD is not enough to drive sales growth
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- Figure 10: Retail value sales of at-home hair colourants, 2014-24
- Value decline forecast to continue
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- Figure 11: Best- and worst-case forecast for retail value sales of mass-market at-home hair colourants, 2014-24
- Forecast methodology
Market Segmentation
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- Temporary colours are outperforming
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- Figure 12: Retail value sales of at-home hair colourants, by segment, 2017-19
Channels to Market
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- Store-based retailers are losing out to online
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- Figure 13: Retail share of consumer expenditure on at-home hair colourants, 2017-19
Market Drivers
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- An ageing population will influence demand
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- Figure 14: Trends in the age structure of the UK population, 2016-26
- Rising disposable incomes boost the professional sector
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- Figure 15: Real wage growth – average weekly earnings vs inflation, January 2016-October 2019
- Home hair colourants need to leverage their point of difference
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- Figure 16: Reasons for not professionally colouring/colouring hair frequently, July 2019
- Female haircare users are brand-loyal, but savvy
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- Figure 17: Haircare purchasing behaviours, December 2018
- Targeting more specific hair types might appeal
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- Figure 18: Haircare purchase factors, December 2018
- Men look for value when buying haircare
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- Figure 19: Hair/skincare purchase influences, May 2019
- Scalp health is becoming more important
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- Figure 20: Reasons for using scalp treatment products, December 2018
- Stores are influential in the purchase journey
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- Figure 21: Sources of inspiration for chosen at-home hair colourant shade, April 2019
Companies and Brands – What You Need to Know
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- Colourant trends are influencing market shares
- NPD declines in 2019
- Recorded advertising expenditure has also fallen
- Established players benefit from strong brand awareness
Market Share
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- Clairol continues to lose its dominance
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- Figure 22: UK retail value sales of at-home hair colourants, by brand, 2018 and 2019
Launch Activity and Innovation
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- Inconsistent NPD hinders category growth
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- Figure 23: New product development in the home hair colourant category, by launch type, January 2015-October 2019
- Touch-up products get creative
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- Figure 24: Examples of NPD in home hair colourant root touch-up products, 2018-19
- Speed and ease-of-use claims fall out of favour
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- Figure 25: Top 10 claims in home hair colourants (based on leading claims for 2019), January 2017-October 2019
- Leave-in and multifunctional formulas will appeal to those looking for convenience
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- Figure 26: Examples of NPD in multifunctional and leave-in home hair colourants, 2018-19
- Eco and ethical claims go hand-in-hand with natural claims
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- Figure 27: Examples of NPD in home hair colourants with eco and ethical claims, 2019
- New eco-friendly purple shampoo launches
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- Figure 28: Dr. Craft Natural Purple Berry Brightening Serum, 2018
- Coty ramps up hair colourant innovation
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- Figure 29: New product development in the at-home hair colourant category, by ultimate company, January 2017-October 2019
- Familiar terminology could boost usage
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- Figure 30: L'Oréal Professionnel Serioxyl Volumising Coloured Spray, 2019
Advertising and Marketing Activity
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- A decline in hair colourant advertising expenditure
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- Figure 31: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, January 2015-October 2019
- Pantene challenges hair colourants market with new campaign
- The focus remains on permanent colours
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- Figure 32: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by sub-category, January 2017-October 2019
- Three advertisers dominate marketing activity
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- Figure 33: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by advertiser, January-October 2019
- Moroccanoil makes a play for the hair colourants market
- TV is still the primary media type
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- Figure 34: Recorded above-the-line, online display and direct mail advertising expenditure on hair colourants, by media type, January 2017-October 2019
- Garnier unveils new tagline to reaffirm sustainability efforts
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, December 2019
- Key brand metrics
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- Figure 36: Key metrics for selected brands, December 2019
- Brand attitudes: L’Oréal Magic Retouch is most trusted
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- Figure 37: Attitudes, by brand, December 2019
- Brand personality: Clairol Natural Instincts is perceived as ethical
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- Figure 38: Brand personality – macro image, December 2019
- Bleach London is seen as youthful
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- Figure 39: Brand personality – micro image, December 2019
- Brand analysis
- L’Oréal Magic Retouch has successfully differentiated itself
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- Figure 40: User profile of L’Oréal Magic Retouch, December 2019
- Clairol Natural Instincts benefits from natural positioning
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- Figure 41: User profile of Clairol Natural Instincts, December 2019
- Schwarzkopf Color Expert enjoys strong brand awareness and usage
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- Figure 42: User profile of Schwarzkopf Color Expert, December 2019
- Bleach London users are committed to the brand
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- Figure 43: User profile of Bleach London, December 2019
- Umberto Giannini Flowerology Colour suffers from limited brand awareness
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- Figure 44: User profile of Umberto Giannini Flowerology Colour, December 2019
The Consumer – What You Need to Know
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- An ongoing preference for permanent dyes
- Encouraging more frequent usage could boost sales
- Brands appeal to price-sensitive consumers
- Negative perceptions may be holding back usage
- Personalisation is a key opportunity
- Hair colourant users are willing to experiment
Hair Colourant Usage
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- Overall usage of home hair colourants is unchanged
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- Figure 45: Types of at-home hair colourant products used in the last 12 months, January 2018 and October 2019
- Older consumers are disengaging
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- Figure 46: Usage of any at-home hair colourant product in the last 12 months, by age and gender, January 2018 and October 2019
- Targeting younger men could boost growth
- Permanent dyes remain most popular
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- Figure 47: At-home hair colourant products used in the last 12 months, October 2019
- Hair colourant users stick to what they know
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- Figure 48: Repertoire of at-home hair colourant products used in the last 12 months, October 2019
- Frequency also remains unchanged
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- Figure 49: Frequency of at-home hair colourant usage, October 2019
Reasons for Using Hair Colourants
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- Cost is a core reason for colouring hair at home
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- Figure 50: Reasons for using at-home hair colourants, October 2019
- Grey hair is a usage driver
- Men are looking to change their natural colour
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- Figure 51: Reasons for using at-home hair colourants, by gender, October 2019
- Older consumers are looking to enhance their colour
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- Figure 52: Reasons for using at-home hair colourants, by age, October 2019
- Permanent dyes are favoured by those looking to cover greys
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- Figure 53: Reasons for using at-home hair colourants, by type of at-home hair colourant products used, October 2019
Perceptions of Types of Hair Colourants
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- Bleach will suffer from rising interest in sustainability
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- Figure 54: At-home hair colourants correspondence analysis, October 2019
- Temporary dyes are easy to use
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- Figure 55: Perceptions of at-home hair colourants, October 2019
- Methodology
Interest in Innovations
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- Demand for customisation is strong
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- Figure 56: Interest in at-home hair colourant innovations, October 2019
- Users want more control during the colouring process
- Men want hair dyes to cover hair loss
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- Figure 57: Interest in at-home hair colourant innovations, by gender, October 2019
- Young consumers want more assistance
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- Figure 58: Interest in at-home hair colourant innovations, by age, October 2019
- Subscription services would appeal to part colour users
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- Figure 59: Interest in at-home hair colourant innovations, by type of at-home hair colourant products used, October 2019
Hair Colourant Behaviours
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- The ability to recycle packaging is important
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- Figure 60: At-home hair colourant behaviours, October 2019
- Brands should target men with natural hair colourants
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- Figure 61: At-home hair colourant behaviours related to natural and environmental concerns, by gender, October 2019
- Young consumers want more diversity
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- Figure 62: At-home hair colourant behaviours related to adding steps/product varieties, by age, October 2019
- Interest in prolonging hair colour peaks amongst the 35-54s
- Young consumers are willing to experiment
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- Figure 63: At-home hair colourant behaviours related to product experimentation, by age, October 2019
- Men are more trend-driven than women
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- Figure 64: At-home hair colourant behaviours related to colour experimentation, by gender, October 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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