Hair Care in France

PROSPECTS

Strong pressure for mainstream brands

The rise of a new generation discounters which offer low prices with a constant renewal of supply is a real threat for traditional superstores. To maintain their shares, conventional supermarkets have a very aggressive pricing policy.

Natural and organic products gain share in hair care

Consumers are becoming more vigilant about the composition of products, and the quest for natural products is increasing in hair care. More and more people are turning to alternative organic, natural or pharmaceutical products.

In the spirit of “less is more”, hair routines are simplifying

Conditioners and treatments and styling agents particularly suffered in 2017. Styling agents suffered structurally due to the continued fashion of long hair.

COMPETITIVE LANDSCAPE

Natural and/or glamorous brands are taking centre stage

The mainstream brands did not take move towards the natural trend early enough. In 2017, L'Oréal Paris finally launched its brand Botanicals Fresh Care, based on natural ingredients, containing no silicone, parabens or dyes.

Mainstream brands continue to surprise consumers.

In 2016, Petrole Hahn set out to attract women with the launch of a wide range of shampoos. In 2017, Dop launched a range of shampoos which were based on vegetables (beet, avocado or cucumber) and certified French Origin.

Focusing on hair problems not hair type

Jean-Louis David understood the need to renew its brands to remain relevant within hair care.

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