Salon professional hair care recorded the fastest current value growth within hair care for another year in 2018. Growth drivers included the high-quality positioning that that salon professional hair care products have through formulations that are perceived as being more effective than commercial brands.
Hair masks is in a good position to benefit from the currently strong growth momentum of facial masks in skin care. Like facial masks, hair masks are marketed as offering deeper treatment to help repair the damage caused by chemicals, heat or environmental pollution.
Over the review period, the number of dry shampoo brands available in Mexico saw an important increase. The main distribution channels for dry shampoo are beauty specialist retailers such as Sally Beauty and Sephora, but they are nowadays also available through internet retailing and modern grocery retailers such as Walmart and Chedraui.
Procter & Gamble de México led hair care in value terms in 2018, thanks to its Head & Shoulders, Pantene and Herbal Essences brands, which are present in shampoos, conditioners, 2-in-1 products and styling agents. All these brands saw increases in their value shares in hair care in 2018.
Plant extracts such as aloe and rosemary extract, and plant oils such as argan and jojoba oil, are increasingly used in hair care products due to their conditioning, regenerating and healing properties, with plant extracts mostly used in shampoos, and plant oils mainly found in conditioners, due to their emollient properties. There is also increasing use of natural sensory ingredients in hair care, as they render the scent and appearance of products more appealing, whilst also enhancing their performance.
Although the number of dry shampoo brands available in Mexico has increased, diversification has not been limited to new brands – product sophistication has also been seen. Claims and benefits now tend to resemble those for traditional standard shampoos.
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This industry report originates from Passport, our Beauty and Personal Care market research database.