Hair Care in New Zealand

PROSPECTS

Anti-ageing in hair care

2017 saw the continuation of product developments for older consumers, with hair care products more specific to older consumers’ hair, including products for greying, dry and brittle hair, along with those to address hair thinning. Over the review period it was evident manufacturers were targeting the older population, which is a growing group and is expected to increase over the forecast period.

Touch-ups and fun colours revive colourants

Over the review period colourants saw a resurgence, with the introduction of colour touch-up products. These were introduced so those colouring their hair could touch up their roots between visits to the salon, or between do-it-yourself hair colouring.

Masstige continues through supermarkets

Salon professional hair care has its place in the market, particularly due to the specialised hair care shops which have evolved, such as Rodney Wayne (well-known celebrity hairdresser) establishing the retail chain Shampoo n' Things. However, the continued pressure of masstige hair care developments has threatened salon professional hair care.

COMPETITIVE LANDSCAPE

Unilever maintains its share

Unilever New Zealand continued to lead hair care in value terms in 2017, with a strong range of brands. Despite not having brands in salon professional hair care, unlike second and third companies Schwarzkopf New Zealand and L'Oréal New Zealand, it maintained its value share, as brands within the company’s portfolio continued to be offered at promotional prices through supermarkets.

L'Oréal gains ground

Over the review period, L'Oréal New Zealand gained value share and position, and by 2017 was only just behind Schwarzkopf New Zealand. The company is strong in salon professional hair care with a number of top-selling brands.

Revlon expands its range

Revlon NZ has always operated in hair care; however, its performance has been somewhat mediocre. In the past, Revlon Flex was a recognisable brand; however, it is no longer available through traditional retail.

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