Hair Care in France

PRE-COVID-19 PERFORMANCE

Organic mass hair care gains popularity, but premium products are considered too expensive

In 2019, hair care saw a current value decline similar to that the previous year, with a slow but steady fall in sales evident for several years. Particularly strong declines were seen by styling agents and perms and relaxants, as consumers moved towards a more natural look.

New product developments focus on natural and multipurpose products

Hair care has always been important for the French, whilst the trend is now moving towards “skinification”, with conditioners and treatments now seeing a dynamic trend of treating both the hair and the scalp at the same time. This also indicates the trend towards more minimalist and better thought-out care routines, with innovative multipurpose products entering the market, such as Fructis Hair Food (Garnier), which can be used in three ways – as a detangling treatment, hair mask or in leave-in treatment.

The leaders are challenged by new players

Gemey Maybelline Garnier maintained its lead in hair care in value terms in 2019, and even saw a slight increase in its value share, thanks to growth for its biggest brand, Garnier Ultra Doux, as well as Garnier Fructis. However, like most of the leading players, including L'Oréal and Henkel, it saw an actual sales decline in 2019, due to the competition from up and coming players.

2020 AND BEYOND

COVID-19 impact

Hair care is now expected to see a 3% decline in 2020 in 2019 constant value terms in light of the impact of COVID-19. This is slightly worse than the 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within hair care

After the COVID-19 lockdown eases, and salons reopen from the middle of May 2020, many French consumers, both male and female, are set to return to hair salons as soon as they reopen. However, some consumers might maintain their lockdown habits, especially those with reduced disposable incomes, as well as those apprehensive about going to public places, especially salons, where there is close contact with the service provider.

Recovery and opportunities

The impact of COVID-19 on demand for hair care products is expected to be limited to 2020. In 2021, a performance similar to that seen at the end of the review period is expected, whilst a return to growth is forecast from 2022.

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