Hair Care in South Korea

PRE-COVID-19 PERFORMANCE

Category sees increasing premiumisation and segmentation

Premiumisation was evident in hair care in 2019, with a direction towards personalisation. Consumers were purchasing multiple products and no longer sticking to a single product for a long period of time.

Online marketing support becomes increasingly important

A radical shift from offline to online was evident in 2019. Brands which had a steady movement in their offline base were having a hard time.

Salon professional hair care sees important presence of local products, innovative formats also introduced

In 2019 local brands were present in salon professional hair care. These included Amos Professional, a local brand by AmorePacific, System Hinoki Professional (Hayashi), and several hair salon-owned brands such as Tria Milia by Juno Hair.

2020 AND BEYOND

COVID-19 impact

Sales of hair care are now expected to grow by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within hair care

The colourants category has seen a major spike as an at-home alternative to salon treatments during the COVID-19 outbreak and lockdown restrictions. Salon closures boosted sales of colourants as consumers were forced to remain indoors, but maintained grooming habits and their personal appearance.

Recovery and opportunities

With consumer spending power remaining constrained for some time even as lockdown restrictions ease, demand for hair styling products is expected to remain lower than pre-COVID-19 levels, and with a greater tendency to opt for cheaper alternatives. However, conditioners and treatments may benefit due to consumers’ reduced visits to hair salons, coupled with a desire to maintain healthy and nourished hair.

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