Perfume your ... Paraben-Free, Cruelty-Free that tie into this “free-from” space. Year...

Click here to load reader

  • date post

  • Category


  • view

  • download


Embed Size (px)

Transcript of Perfume your ... Paraben-Free, Cruelty-Free that tie into this “free-from” space. Year...

  • ∙ Perfume your world ∙

    Trend Watch

    HAIR CARE personal care

    MARCH 2020

  • 1

    The array of products dedicated to hair care is rapidly expanding as consumers are showing

    high interest in targeted and unique offerings. Trends in ingredient formulations, packaging, and

    product formats are propelling brands to find ways to differentiate their releases. These shifts in

    consumers shopping attitudes towards environmental concerns, eco-friendliness and

    specialized products are helping to boost a highly saturated market. Brands will need to think

    creatively to ensure that their products integrate efficacy AND curiosity.


  • 2

    1 T R E N D S F R AG R A N C E



    2 M AR K E T

    O V E R V I E W

  • 3

     w h a t t o k n o w

     c a t e g o r y o v e r v i e w

     b r a n d s

     f a c t s & f i g u r e s

     f o r m a t s & t e x t u r e s

     p r o d u c t s h o w c a s e



  • 4

    Facts to Consider…

    MARKET OVERVIEW - what to know

    As the clean beauty movement takes hold

    in the BPC market, especially skincare - it can better expand into hair care in an effort to

    convey safety and sustainability.

    Moisturizing claims are most active in Latin &

    North America, appealing to consumers concerned about dryness of both the hair and

    the scalp.

    In the US, 26% of adults have hair concerns related

    to dryness.

    Source: Mintel

    The global haircare market is expected to reach $105.3bn by 2024 and will and will grow at a CAGR of 3.0%, according to

    Transparency Market Research.

    32% of US haircare users

    look for haircare products that repair damage, and 30%

    look for ones that prevent damage.

    Source: Lightspeed/Mintel

  • 5

    • The hair market is anticipated to rise steadily during the forecast period from 2020-2023, with growth being driven by product innovations and high consumer demand.

    • Looking ahead, hair care is anticipated to maintain stable growth but at a slow rate given a saturated and highly competitive space.

    * Hair Care includes Shampoo (anti-dandruff formulas & dry shampoo), Conditioner (leave-in & rinse-out) and Hairstyling products (hairspray/spritz, gel, mousse, cream, oil, putty, & other texturizers)

    MARKET OVERVIEW - category overview

    Market Size for Hair Care (Current Year & Forecast Projection, USA)

    Source: Mintel, Market Sizes

    * # of launches

    $6.05 $6.23 $6.47 $6.69

    $6.88 $7.08 $7.28 $7.47










    2016 2017 2018 2019 2020 2021 2022 2023

    Va lu

    e (b

    n U

    SD )

    *1514 *2185 *1944 *1963

  • 6

    Sprays, $883.10,


    Gels/wax, $632.50,


    Mousse, $378.70,


    Creams, $241.50,


    Liquids, $168.20,


    Permanent, $1,721.50,


    Semi-permanent, $187.50,


    Highlighting/bleaching/top ups, $160.30,


    Temporary, $62.70,


    MARKET OVERVIEW - category overview

    Segmentation for Hair Care (2018, USA)

    Source: Mintel, Market Sizes

    • Shampoo will remain as the top contender for usage amongst Conditioners, as cleansing is a crucial step when washing hair. This segment encourages added steps in tandem with skincare like “double” shampooing.

    • Hair Styling Agents is a penetrated category given the different hair types, concerns and desired hairstyles consumers have and seek. A range of products are needed to accommodate and work in sync with their needs.

    • While Hair Colorants remain a popular category, it has been experiencing moderate growth as consumers are becoming more skeptical of the excessive use of chemicals in hair color.

    Shampoos, $3.65, 56%

    Conditioners, $2.82, 44%

    Shampoo & Conditioner (bn USD)

    Hair Styling Agents (m USD)

    Hair Colorants (m USD)

  • 7

    Market Leaders in the US Hair Care Market

    MARKET OVERVIEW - brands

    # 1 # 2 # 3 L'Oréal Unilever Procter & Gamble

    Source: Kline Group, The Dynamic Hair Care Landscape

    … … …

    The three leading marketers account for 52% of total sales in the hair care products class.

  • 8

    … continued Brands in the US Hair Care Market

    MARKET OVERVIEW - brands

  • 9

    Beauty Enhancing 18%

    Natural 17%

    Ethical & Environmental

    15% Free from


    Functional 10%

    Convenience 9%

    Suitable for 8%

    Plus 5%

    Demographic 2%

    Positioning 2%

    MARKET OVERVIEW - facts & figures

    Source: Mintel, GNPD

    Top Product Claims for Hair Care (% by Segment, USA, 2017-2019)

    • Beauty Enhancing claims include verbiage that describes what the product aims to do. Words such as “repair, protect, hydrate, condition,” and the like rank highest for hair care claims.

    • Within Natural claims the use of Botanical/Herbal claims remain important in hair as the use of botanical ingredients are aligned with a more natural and safer positioning.

    • In the sustainability halo are Ethical & Environmental claims which emphasize the importance of having ethical strategies in place like recycled packaging and ethically sourced ingredients.

    • Garnering influence in the hair care category are Free from claims like Paraben-Free, Cruelty-Free that tie into this “free-from” space. Year over year, new products carrying this claim have increased.

    * Hair Care includes Shampoo, Conditioner, Hair colorants, Hair styling, Hair treatments

  • 10

    MARKET OVERVIEW - facts & figures

    Source: Mintel, Market Sizes & Lightspeed/Mintel

    Top Product Formats & Textures for Hair Care (% by Variants, USA, 2017-2019)


    Spray / Mist / Spritz 46%

    Cream 18%

    Gel / Jelly 9%

    Oil 6%

    Serum 5%

    Foam 4%

    Mousse 4%

    Pomade 3%

    Paste / Putty / Gum 3% Lotion2%

    On-the-go formats like sticks, wipes and

    sheets offer a unique way opportunity for brands to leverage convenience and ease-of-use for


    • Spray / Mist / Spritz textures are the most popular format for hair care products. These types of formats can be attributed to uses like dry shampoo and hair perfume.

    • Cream formats in hair care lend itself to moisturization and being a texture that can retain hydration, a key claim important to many consumers with various hair types.

    • Dwindling water resources and interest in “zero-waste” products are boosting consumer appeal in Bar/Solid formats.

    • Impressive and novelty textures can help a product to really stand out and get the attention of consumers.

    … continued on next page

    * Hair Care includes Shampoo, Conditioner, Hair colorants, Hair styling, Hair treatments

    Areas of Opportunity

    KRISTIN ESS Loose Styling Powder

    ETHIQUE Shampoo Bar

    LEONOR GREYL Leave-In Treatment

    R+CO Pomade Stick

  • 11

    MARKET OVERVIEW - formats & textures


    R+CO Spiritualized Dry Shampoo Mist




    IGK Foamo Holographic

    Hair Foam

    BUMBLE & BUMBLE Scalp Detox Foam

    HAU Hair Pack

    BRIOGEO Don't Despair, Repair!™

    Honey Moisture Deep Conditioning Mask

    LOVE BEAUTY & PLANET Coconut Milk Soft Hold & Shine

    Hair Spray

    DRY BAR On the Rocks

    Charcoal Scalp Scrub

    L'ORÉAL EverFresh

    Micro-Exfoliating Scrub

    OUAI Anti-Frizz Hair Sheets


  • 12

    1. CLEANER WATER, BETTER HAIR T3 has developed the perfect filter solution for removing water

    dirt, odors and other impurities from your shower water. The result? Healthier and better-looking hair and skin.

    T3 Source Showerhead Mineral Water Filter1

    2. DUAL-BENEFIT HAIR MASK The Color Depositing Masks combine care with color in a deeply conditioning mask. Available in seven shades, the temporary color masks are designed to enhance tones, refresh existing haircolor, and allow experimentation with fashion shades, while restoring hair health.

    5 JENNY HOUSEHair Fit Cover Cushion

    OWA HAIRCARE Moondust Collection: Hair Wash3

    MARKET OVERVIEW - product showcase

    3. WATER-ACTIVATED SHAMPOO Billed as ‘the first water-activated hair care line.’ Conventional liquid shampoo is typically around 80% water. Moondust Collection: Hair Wash is 0% water. It contains a unique blend of gentle cleansing agents activated by water that condition both the hair and scalp.

    VEGAMOUR GRO Hair Boost

    with CBD4

    5. HAIR MAKEUP? Slowly, but surely cushion-based haircare products have only just started to appear on the US market. Launched in South Korea, Jenny House Hair-fit Cover Cushion is brush-on makeup that i