Hair Care in the United Kingdom

PROSPECTS

In addition to personal welfare, consumers become more environmentally aware

A host of technological, environmental and economic changes are driving demand for more naturally derived ingredients within hair care. Increasingly knowledgeable consumers are looking into the formulations of hair care products and are opting for natural ingredients that are considered less harmful than chemicals.

Future will be characterised by personalised and technologically enabled products

Consumer demand for beauty products is evolving to include personalised products for certain hair types and individual demand. Personalisation is also going beyond packaging to include shoppers’ names with consumers seeking brands that enable them to customise everything about a product down to its formulation.

Mass brands lead, though premium products gain ground

Despite the drive towards personalisation and premiumisation, the hair care category continued to be mainly populated by mass brands which are perceived as offering better value for money. However, premium brands, which are mostly sold in chemists/pharmacies and organic shops, are gradually gaining ground especially among those seeking more natural products.

COMPETITIVE LANDSCAPE

Procter & Gamble and L’Oréal retain the lead

Procter & Gamble remained the leading players in hair care in 2017 in part due to the popularity of Clairol and Pantene, which remained its best-selling brands. L’Oréal ranked second thanks to a large number of well-known hair care brands in shampoos and conditioners, colourants and styling agents.

Brands tap into “green” beauty with new launches

The category was characterised by hair care innovations in the “green” beauty space in 2017. For example, L’Oréal launched its new Botanicals Fresh Care hair care brand with sustainably sourced botanical ingredients free from all silicones, parabens and colourants delivered in 100% recycled PET raw material bottles.

New launches foster a positive performance

Although hair care has not been among the best performing beauty and personal care categories in recent years, many launches in hair care have taken their inspiration from skin care trends. For example, micellar technology which was primarily used in skin care is currently also being used by Procter & Gamble in hair care via the launch of new Pantene shampoos and conditioners.

Files are delivered directly into your account within a few minutes of purchase.