Trends in hair care are often aligned with those in skin care and bath and shower, with products in demand including those that offer natural ingredients. Consumers are becoming more concerned about hair and scalp health and are more frequently looking for products to address specific concerns, while avoiding hair products that contain harsh chemicals, to the detriment of volume sales of perms and relaxants.
Hair care products continue to be perceived as everyday items. While hair care value sales are significant within overall beauty and personal care in Australia, consumers remain more inclined to spend on skin care and colour cosmetics, thereby limiting hair care’s potential for growth.
L’Oréal Australia Pty Ltd retained its leading position in hair care in 2018 due to its strong brand portfolio which includes shampoos, colourants and conditioners and is also very well positioned in salon professional hair care. The company benefits from strong investment in new product innovations.
In 2018, Procter & Gamble Australia Pty Ltd achieved value sales growth in hair care and increased its value share with the result that it took second place from Unilever Australia Ltd. Its well-known brands, including Pantene, which is the leading hair care brand, Head & Shoulders and Clairol Herbal Essences, all performed well in 2018.
While many hair care products are perceived by consumers as everyday items, this does not stop manufacturers from innovating and marketing new products on platforms such as Instagram to hair care enthusiasts. In October 2018, the Kristin Ess hair care range was launched in Priceline stores in Australia, including innovative products such as Rose Gold Temporary Tint Spray and Soft Shine Beach Wave Spray.
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This industry report originates from Passport, our Beauty and Personal Care market research database.