Hair Care in the Czech Republic

PROSPECTS

Multi-step hair care products are set to drive growth

Influenced by skin care, the trend of multi-step beauty regimes is gradually also entering hair care. Driven by consumers’ increased attentiveness to hair and scalp health, hair care brands are beginning to take the targeted approach used by their skin care counterparts.

Premium hair care is set to witness further growth

Professional products sold via hair salons and specialist and online retailers recorded significant growth in interest in 2018, due to the strong performance of professional hair care solutions, as well as higher disposable incomes amongst Czech consumers. The focus on product premiumisation and product line extensions is increasing, along with consumers’ willingness to pay more for innovative products.

The use of botanical/herbal extracts in hair care

Anti-pollution has been a growing theme across a number of beauty and personal care categories for several years, and hair care has followed in the footsteps of skin care, including a range of protective and restorative products to deal with the stresses of everyday life. Hair care brands are now creating anti-pollution products that help remove and repel pollution more effectively (Insight Professional or Oribe Power Drops Hydration and Anti-pollution Booster).

COMPETITIVE LANDSCAPE

dm-Drogerie Markt has its own line of hair cosmetics, Langhaarmädchen

Drugstore/parapharmacy dm-Drogerie Markt has launched its own line of hair care and styling, Langhaarmädchen. This hair cosmetics line contains 17 products – including shampoos, hair masks and protective sprays.

Hemp hair care products are growing in popularity

Hemp-based hair care products are expected to be the target for future innovation, whilst eco-friendly products and limited editions of well-established hair care brands will also witness attention from manufacturers. In terms of new product launches, product recommendations by bloggers and vloggers will become increasingly popular, as these allow consumers to save time.

Promotions and discounts continue to play an important role in 2018

Price promotions and discounts continued to be heavily utilised by manufacturers and retailers in the Czech Republic throughout the review period. On the one side, the average unit price in hair care increased due to premiumisation, and on the other side, price increases were challenged by the regular price discounts offered by retailers in order to attract new consumers.

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