Hair Care in Thailand

PROSPECTS

Product premiumisation results in value growth

Due to the health and wellness trend, consumers are showing interest in natural-related and organic hair care. While Thai consumers adopt the international grooming trend, there has been greater penetration of imported products as well.

Rising consumer sophistication will result in fragmented segments

Demand for hair care is becoming increasingly sophisticated and consumers can occasionally add nourishing treatments into their hair care routines; however, products with quick result claims would be adopted for daily routines. It reflects on greater segmentation across hair care such as traditional hair care, products for hair coating, medical, beauty, specific hair treatments in various textures of oil, serum or leave-on.

Hectic and urbanised lifestyles could foster on-the-go products

While consumers gain an interest in purchasing premium and natural-based hair care, they could also be interested in products offering improved lifestyles, for which they may be willing to pay more. Dry shampoo allows them to save time by not having to regularly wash and dry hair, with brands available including Batiste, Lee Stafford, Victoria’s Secret, Percy & Reed, Lolane and private label lines of Sephora and Soap & Glory.

COMPETITIVE LANDSCAPE

Unilever Thai Holdings leads overall hair care

Unilever Thai Holdings targets different consumer groups with its hair care brands Sunsilk, Dove, Clear and Clear for men. Sunsilk and Dove are among the most dynamic brands with new launches in 2017.

L'Oréal Thailand Co extends its product offering to retain leadership

By adopting a consumer-centric strategy, L’Oréal Thailand offered L’Oréal Botanicals as its new hair care line in three variants of shampoos, conditioning balm, masque and serum; Coriander Strength Source Strength, Camelina Smooth Ritual, and Safflower Rich Infusion. The company also launched a new range of hair colourants; Colorista Paint and Colorista Washout for gel formula and semi-permanent hair colour.

Local and international brands push for sales growth

Hair care encompasses both local and international brands. Lolane by SC Artistry Ltd is among the leading local brands trying to develop innovative products and distribution expansion.

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