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Home Hair Color - US - November 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
Figure 1: Total US sales and fan chart forecast of home hair color, at current prices, 2008-18
Market factors
Figure 2: US unemployment and underemployment rates, 2007-13
Segment performance
Figure 3: Total US retail sales of home hair color, by segment, at current prices, 2011 and 2013
The consumer
Permanent hair color leads usage in category
Figure 4: Use of hair coloring products, by gender, May 2012-June 2013
Gray coverage is important to hair color users
Figure 5: Top five important qualities in home hair color, August 2013
Consumers seeking gentler and customized solutions to hair color
Figure 6: Interest in claims and benefits, August 2013
Shoppers looking for guidance when selecting hair color
Figure 7: Interest in information sources, August 2013
What we think
ISSUES AND INSIGHTS
What opportunities are there to improve sales in the sluggish home hair color market?
The issues
The implications: Grow the temporary segment, address the aging and multicultural populations
What benefits do consumers perceive from using natural and organic hair coloring products?
The issues
The implications: Leverage consumers’ growing interest in naturally positioned products
How can the home hair color category be easier to shop?
The issues
The implications: Ramp up online and in-store education efforts
TREND APPLICATIONS
Trend: Factory Fear
Trend: Non-Standard Society
Mintel Futures: Old Gold
 MARKET SIZE AND FORECAST
Key points
Economic recession gave category a boost, but growth has tapered
Category growth expected to be slow and steady through 2018
Sales and forecast of home hair color
Figure 8: Total US sales and forecast of home hair color, at current prices, 2008-18
Figure 9: Total US sales and forecast of home hair color, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total US sales and fan chart forecast of home hair color, at current prices, 2008-18
MARKET DRIVERS
Key points
Economic conditions impact spending in hair color category
Figure 11: Any use of home hair coloring, by household income, August 2013
Figure 12: Household income distribution, 2012
Aging population creates challenges, opportunities for the category
Growth among multicultural groups should benefit at-home hair color
Figure 13: Any use of home hair coloring, by race/Hispanic origin, August 2013
COMPETITIVE CONTEXT
Salon hair coloring services impact at-home market
Figure 14: Hair coloring done at a salon, by gender, March 2012
Figure 15: Incidence of highlighting hair, August 2011
Opportunities for the at-home hair coloring market:
SEGMENT PERFORMANCE
Key points
Category dominated by permanent/demi-/semi-permanent color
Figure 16: Total US market share of home hair color, by segment, 2013 (est)
Figure 17: Total US retail sales of permanent/demi-/semi-permanent hair color, at current prices, 2008-13
Temporary hair color small, but surging
Figure 18: Total US retail sales of temporary hair color, at current prices, 2008-13
Root touch-ups help fuel segment growth
Figure 19: Total US retail sales of highlights/touch-ups/bleach, at current prices, 2008-13
RETAIL CHANNELS
Key points
Other retail channels dominate hair color sales
Retailing opportunities could boost sales in struggling channels
Increase men’s offerings
In-store expert
Cross promotions
Figure 20: Total US retail sales of home hair color, by channel, at current prices, 2008-13 (est)
LEADING COMPANIES
Key points
L’Oréal, P&G dominate hair coloring category
Smaller players seeing modest success
Manufacturer sales of home hair coloring
Figure 21: MULO sales of home hair coloring, 2012 and 2013
BRAND SHARE – PERMANENT/DEMI-/SEMI-PERMANENT
Key points
Segment sales closely mirror overall company sales trends
L’Oréal accounts for more than half of segment sales
Manufacturer sales of permanent/demi-/semi-permanent
Figure 22: MULO sales of permanent/demi-/semi-permanent home hair coloring, by leading companies, 2012 and 2013
BRAND SHARE – TEMPORARY
Key points
Sales volatility prominent in temporary hair coloring
Splat accounts for largest share of segment
Manufacturer sales of temporary hair color
Figure 23: MULO sales of temporary home hair coloring, by leading companies, 2012 and 2013
BRAND SHARE – HIGHLIGHTS/TOUCH-UPS/BLEACH
Key points
P&G gets sales boost from Clairol’s root touch-up product
Highlighting products on the decline
Manufacturer sales of highlights/touch-ups/bleach
Figure 24: MULO sales of highlights/touch-ups/bleach home hair coloring, by leading companies, 2012 and 2013
INNOVATIONS AND INNOVATORS
New product launch trends
Figure 25: Top 14 hair colorant claims, by share, 2008-13
Product innovations
Anti-aging
Color specific
Customized hair color
Ombre
Concealing roots
Unique forms
MARKETING STRATEGIES
Overview of the brand landscape
Theme: Natural and Organic
Advertising examples
Figure 26: Olia hair color, television ad, 2013
Figure 27: Olia hair color, print ad, 2013
Figure 28: Garnier Nutrisse hair color, FSI, 2013
Theme: Celebrity endorsements
Advertising examples
Figure 29: L’Oréal Féria, television ad, 2013
Figure 30: L’Oréal Féria, print ad, 2013
Theme: Color for dark hair
Advertising examples
Figure 31: Dark and Lovely Go Intense! hair color, television ad, 2013
Figure 32: Dark and Lovely go intense!, print ad, 2013
Figure 33: Garnier Nutrisse Ultra Color, print ad, 2013
SOCIAL MEDIA – HOME HAIR COLOR
Key points
 KEY SOCIAL MEDIA METRICS
Figure 34: Key performance indicators, October 2013
Market overview
Brand usage and awareness
Figure 35: Brand usage and awareness of home hair color brands, August 2013
Figure 36: Brand usage and awareness of home hair color brands, Just For Men, August 2013
Interaction with brands
Figure 37: Interaction with home hair color brands, August 2013
Figure 38: Interaction with home hair color brands, men’s brands, August 2013
Online conversations
Figure 39: Online mentions, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Where are people talking about home hair color brands?
Figure 40: Mentions by page type, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
What are people talking about online?
Figure 41: Mentions by type of conversation, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Figure 42: Major areas of discussion surrounding selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Brand analysis
L'Oréal
Figure 43: L'Oréal key social media indicators, October 2013
Garnier
Figure 44: Garnier key social media indicators, October 2013
Clairol
Figure 45: Clairol key social media indicators, October 2013
Just For Men
Figure 46: Just for Men key social media indicators, October 2013
Splat
Figure 47: Splat key social media indicators, October 2013
John Frieda
Figure 48: John Frieda key social media indicators, October 2013
HAIR COLOR USAGE
Key points
Women are primary users of hair color
Figure 49: Use of hair coloring products, by gender, May 2012-June 2013
Figure 50: Attitudes toward home hair coloring products, among men by age, August 2013
Majority of hair color consumers use permanent color
Figure 51: Types of hair coloring products, by gender, May 2012-June 2013
Bolder hair color options skew young, older consumers seek all-over color
Figure 52: Types of hair coloring products, by gender and age, May 2012-June 2013
Income impacts use of bolder hair color options
Figure 53: Types of hair coloring products, by gender and household income, May 2012-June 2013
Clairol, L’Oréal are most used brands
Figure 54: Brands used of hair coloring products, by gender and age, May 2012-June 2013
FREQUENCY OF HAIR COLOR USE
Key points
Permanent hair color sees heaviest usage
Temporary and seasonal products are used less frequently
Figure 55: Use of home hair coloring, August 2013
IMPORTANT QUALITIES WHEN CHOOSING HAIR COLOR
Key points
Complete gray coverage is critical for older users
Men motivated by convenience
Figure 56: Important qualities in home hair color, by gender, August 2013
Younger shoppers looking for natural and organic ingredients
Figure 57: Important qualities in home hair color, by age, August 2013
SHOPPING FOR HAIR COLOR
Key points
Shopping behavior varies by age
Figure 58: Shopping for home hair color, by age, August 2013
Women want salon-quality results
Figure 59: Shopping for home hair color, by gender, August 2013
Some shoppers confused when choosing hair color products
Figure 60: Interest in information sources, August 2013
Figure 61: Shopping for home hair color, by household income, August 2013
INTEREST IN PRODUCT CLAIMS AND FORMS
Key points
Older consumers interested in customized and easier to use products
Younger users more likely to experiment with trends, temporary forms
Shoppers seeking sampling opportunities
Figure 62: Interest in claims and benefits, August 2013
Figure 63: Interest in claims and benefits—Have not tried but would be interested in trying, by gender, August 2013
Figure 64: Interest in claims and benefits—Have not tried but would be interested in trying, by age, August 2013
ATTITUDES TOWARD HAIR COLOR
Key points
Older shoppers value time- and money-saving benefits of at-home color
Natural ingredients are important to younger users
Figure 65: Attitudes toward home hair coloring products, by gender, August 2013
Figure 66: Attitudes toward home hair coloring products, by age, August 2013
Higher-income groups more likely to be disappointed in at-home results
Figure 67: Attitudes toward home hair coloring products, by household income, August 2013
RACE AND HISPANIC ORIGIN
Key points
Multicultural consumers are engaged in the category
Conditioning formulas important to Hispanic and Black shoppers
Figure 68: Any use of home hair coloring, by race/Hispanic origin, August 2013
Figure 69: Important qualities in home hair color, by race/Hispanic origin, August 2013
Multicultural consumers seeking advice, recommendations when shopping the category
Figure 70: Clairol Natural Instincts print ad, February 2013
Figure 71: Shopping for home hair color, by race/Hispanic origin, August 2013
Hispanic and Black consumers more likely to have tried newer-to-the-market forms and benefits
Figure 72: Interest in claims and benefits – Have tried, by race/Hispanic origin, August 2013
Figure 73: Interest in claims and benefits—Have not tried but would be interested in trying, by race/Hispanic origin, August 2013
KEY HOUSEHOLD PURCHASE MEASURES – INFORMATION RESOURCES INC. BUILDERS PANEL DATA
Overview of hair coloring
Consumer insights on key purchase measures – women’s hair color
Brand map
Figure 74: Brand map, selected brands of women’s hair coloring products buying rate, by household penetration, 52 weeks ending June 24, 2012
Brand leader characteristics
Key purchase measures
Figure 75: Key purchase measures for the top brands of women’s hair coloring products by household penetration, 52 weeks ending June 24, 2012
APPENDIX – OTHER USEFUL CONSUMER TABLES
Segment performance
Figure 76: Total US retail sales of home hair color, by segment, at current prices, 2011 and 2013
Retail channels
Figure 77: Total US retail sales of home hair color, by channel, at current prices, 2011-13
Usage
Figure 78: Use of home hair coloring, August 2013
Figure 79: Any use of home hair coloring, by gender, August 2013
Figure 80: Any use of home hair coloring, by region, August 2013
Figure 81: Brands used of hair coloring products, by race/Hispanic origin, May 2012-June 2013
Interest in product claims and forms
Figure 82: Interest in claims and benefits—Have tried, by gender, August 2013
Figure 83: Interest in claims and benefits—Have tried, by age, August 2013
Attitudes toward hair color
Figure 84: Attitudes toward home hair coloring products, by race/Hispanic origin, August 2013
APPENDIX – SOCIAL MEDIA
Brand usage or awareness
Figure 85: Brand usage or awareness, August 2013
Figure 86: Brand usage or awareness, August 2013
Figure 87: Clairol (eg Nice ’N Easy, Natural Instincts) usage or awareness, by demographics, August 2013
Figure 88: L’Oréal (eg Superior Preference, Féria) usage or awareness, by demographics, August 2013
Figure 89: Garnier (ie Nutrisse, HerbaShine) usage or awareness, by demographics, August 2013
Figure 90: John Frieda (ie Precision Foam Colour) usage or awareness, by demographics, August 2013
Figure 91: Just For Men usage or awareness, by demographics, August 2013
Activities done
Figure 92: Activities done, August 2013
Figure 93: Activities done, August 2013
Figure 94: Clairol (eg Nice ’N Easy, Natural Instincts)—Activities done, by demographics, August 2013
Figure 95: L’Oréal (eg Superior Preference, Féria)—Activities done, by demographics, August 2013
Figure 96: Garnier (ie Nutrisse, HerbaShine)—Activities done, by demographics, August 2013
Online conversations
Figure 97: Online mentions, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Figure 98: Mentions by page type, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Figure 99: Mentions by type of conversation, selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
Figure 100: Major areas of discussion surrounding selected home hair color brands, Oct. 14, 2012-Oct. 13, 2013
APPENDIX – MARKET DRIVERS
Consumer confidence
Figure 101: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 102: US unemployment rate, by month, 2002-13
Figure 103: US unemployment and underemployment rates, 2007-13
Figure 104: Number of employed civilians in US, in thousands, 2007-13
Racial, ethnic population growth
Figure 105: US population by race and Hispanic origin, 2008, 2013, and 2018
Figure 106: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 107: US population, by age, 2008-18
Figure 108: US households, by presence of own children, 2002-12
APPENDIX – INFORMATION RESOURCES INC. BUILDERS PANEL DATA DEFINITIONS
Information Resources Inc. Consumer Network Metrics
APPENDIX – TRADE ASSOCIATIONS

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