Symptomatic of a struggling product category, even in the parapharmacy distribution channel where most beauty care categories registered positive sales in 2018, hair care sales declined both in value and volume. However, some positive news came from the shampoo product range.
In recent years, hair care has not been able to replicate the dynamism seen within some other beauty and personal care categories, such as skin care and make-up. Yet, as consumer concern for healthier product formulation has grown, hair care manufacturers are now answering this expectation by taking an innovative approach to formulation, thereby positively impacting product positioning.
In 2018, the majority of categories in hair care continued to decline, with severe setbacks for hair styling products, perms and relaxants as well as hair colour specialties. Whilst in decline, the category seemed to start a recovery, thanks to innovations, particularly within masks.
Manufacturers are opting for more natural ingredients in product formulation. Unilever’s Timotei has reviewed its product formulas and scents to remove dye, silicone, and sulphate with the objective to remove the unnecessary in accordance with consumer expectations whilst maintaining products’ efficiency and sensoriality.
Whilst Le Petit Marseillais announced a significant increase in investment dedicated to hair care in 2019, the landscape is seeing the arrival of both old players and newcomers. Procter & Gamble-owned Herbal Essences has returned to the French market with a new range called Pure: Renew, composed of six duos of shampoos and conditioners free of parabens, silicone and artificial colourants to give life to dull hair.
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This industry report originates from Passport, our Beauty and Personal Care market research database.