Hairdressers’ and beauty salons number around 35,000 establishments in Colombia. The great majority are small independent businesses located in residential areas.
The exceptional performance of discounters, which offer low prices with a constant renewal of stock, and membership clubs, with family-size formats, represent a significant threat to sales of established retailers. To maintain their shares, conventional supermarkets and hypermarkets have responded with aggressive pricing policies.
Similarly to other beauty and personal care categories, the health and wellness trend is having a significant impact on hair care. Consumers are becoming more concerned about their hair health, and are demanding products to address specific concerns, such as moisturising, damage repair, colour protection of dyed hair, hair regrowth/hair loss prevention and scalp treatments.
With the purchasing of Quala SA’s beauty and personal care portfolio in 2017, Unilever reinforced its presence in the mass segment, achieving hair care category leadership. Through its brands Sunsilk, TRESemmé, Dove, Clear and Sedal, the company leads sales of shampoo.
Procter & Gamble’s second place position can be attributed to its strong presence in key hair care categories. Its Head & Shoulders, Pantene and Herbal Essences brands are present in shampoos, conditioners, 2-in-1 products and styling agents.
Between them, Unilever Andina Colombia SA, Procter & Gamble de Colombia SA, Henkel Colombiana SA and L’Oréal PROBECOL SA dominated value sales of hair care in 2018. Henkel holds third place through its top-ranking Schwarzkopf Palette in colourants, its successful Syoss and Konzil brands in shampoos and conditioners, and Schwarzkopf Igora in salon professional hair car.
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This industry report originates from Passport, our Beauty and Personal Care market research database.