In the U.S., the hair care product market grew 3% in 2012, similar to 2011, according to Euromonitor International. Relatively high growth rates for standard shampoos and conditioners were offset by single-digit growth in styling agents and value decline in hair colorants, 2-in-1 products, and perms and relaxants.
Globally, the world hair care market in 2007-2011 also witnessed 3% growth, and in 2011, the total revenues of the market stood at over $50.342 billion. Over the same period of time, consumption volumes grew at a 3.8% rate and in 2011 exceeded 14.466 billion units, according to Haircare: Global Industry Guide, drawn up by MarketLine and published by Market Publishers Ltd.
A Matter of Style
The hair styling product manufacturing industry experienced a rocky past five years. Consumers’ disposable income fell during the U.S. recession, discouraging them from spending on hair care products, explains Hair Styling Product Manufacturing in the US: Market Research Report from IBISWorld. Looking forward, demand is beginning to return, and export markets in emerging economies are growing even faster.
One sign things are picking up is the fact that there has been no shortage in the launch of hair styling products this year. For example, Superdrug drug store chain launched its own extensive collection of hair care products called THIS ONE. The range includes a Blow Dry Spray, Replenishing Treatment, Curl & Wave Crème, Hair Oil, Shampoos and Conditioners. All products carry the Cruelty Free International symbol and come in packaging supplied by M&H Plastics.
New from Kao, Inc. is KMS California Hair Play, a playable texture spray that builds texture with additional applications so consumers can re-work a style at any time. The multi-functional product leaves hair feeling natural, not sticky, and is suitable for prepping, styling and finishing. It sports the Moritz Twist-To-Lock accessory from Aptar Beauty + Home.
Sexy Hair Concepts Big Sexy Hair Big Altitude Bodifying Blow Dry Mousse gives body, shine and fullness to hair without a heavy feel. The long lasting styler helps reduce frizz and keeps styles from collapsing. It comes in 6.8oz and 1.7oz travel size, both utilizing the Twist-To-Lock Torino actuator from Aptar.
Sexy Hair Concepts Texturizing Spray Clay Shine: 1 Hold: 7 is a non-traditional clay in a spray form. The 4.4oz and 1.4oz. aerosol applications allow for fine and even product distribution to achieve an all-over textured look with a matte finish and a dry, non-waxy hold. Sexy Hair Concepts Play Dirty Dry Wax Spray Shine: 4 Hold: 4 provides dimension and a semi-shine for a chic, “second day” look. Cans for both come from Condensa.
Jheri Redding Ultra Holding Hairspray from Conair provides a long-lasting hold for all hair types. Suitable as a working spray or finishing spray, it is humidity-resistant, fast drying and natural looking. It comes in a can from DS Containers.
One ‘n Only Speed Style hair care products are specifically designed to help repel moisture, resulting in reduced drying time and less thermal stress. Wet or dry, hair can be healthy-looking, smooth and shiny, full of vibrancy and body. The cans are from Exal.
Elnett Satin Hairspray Styling Heat Spray Curls’ advanced formula shields hair from high temperatures and is suitable for use with straighteners, curlers or a hair dryer. Enriched with humidity protectors, it helps keep hair looking full for up to three days. The 170mL outer container is injection molded in PET by RPC Bramlage. The inner bottle is manufactured in PP and extrusion blow molded by RPC Kutenholz to a special design created by L’Oréal. Both pieces are assembled at RPC Bramlage.
New Image Hypo-Allergenic Hold Hair Spray, from New Image Professional Products, Inc., was formulated without fragrances, lanolin, oils and lacquers. It has a firm hold to keep style in place all day, is water-soluble and crystal clear. It doesn’t turn gray hair yellow and is recommended for color-treated hair. It comes in a can from DS Containers.
Alterna’s popular smoothing Kendi Dry Oil Mist is now available as a Micromist to control frizz and impart shine on even the finest hair. Providing an ultra-lightweight, satin finish for frizzy hair, it helps tame flyaways and strengthens hair with eco-certified bamboo and other vital nutrients. It absorbs instantly for immediate results and protects color. The can is from Condensa.
Aloxxi’s Flexible Hairspray is an anti-humidity working hairspray that provides long-lasting, flexible hold while delivering a light shine and protecting hair color from UV damage. Also in the collection is the new Aloxxi Essential 7 Restorative Hair Serum that combines the power of seven botanic oils in a paraben-free formula that transforms the hair into silky-smooth, healthier-looking locks. Key ingredients include Olive, Walnut, Grapeseed, Clary Sage, Geranium, Sunflower and Jojoba Oils.
Dudley’s Oil Sheen Spray from Dudley Beauty Corp. can be used on all types of hair, wigs and hairpieces, and can be used as a glossifier and conditioner for pressed hair, relaxed hair, permanents and curls. It adds luster and sheen and is formulated to go on dry and firmly hold, yet leaves the hair with a soft, natural look. Packaging was provided by DS Containers.
Salon inspired products that mimic offerings sold in salons are increasingly popular in mass-market channels in the U.S., as consumers consider them to be of a higher quality than standard mass products.
Along these lines, Alberto VO5 launched Salon Series, an all-new line of styling and treatment products, shampoos and conditioners that create salon-quality results. Formulated from 11 natural oils derived from honey, papaya, kiwi, marigold and sweet almond, Salon Series products penetrate hair from roots-to-ends to create enhanced results, working in tandem with VO5’s proprietary, five-vitamin formula (E, H, C, B3 and B5). The line includes VO5 Salon Series Perfect Hold aerosol and non-aerosol hairspray, mousse and sculpting gel; Total Recovery Deep Conditioning Hair Mask; Anti-Frizz & Shine Styling Cream; and four each of new shampoos and conditioners.
P&G Beauty & Grooming is making “salon genius” available to all by launching new Vidal Sassoon Pro Series, an affordable, quality hair styling, hair care and color line. The line offers five hair care and styling sub-collections, plus one styling and finishing collection. Products include Flexible and Extra Firm Hold Hairspray; Extra Firm Hold Mousse; Mega Firm Hold Gel; Repair & Finish Spray; Heat Protect & Shine Spray; Boost & Lift Hairspray; Color Protect Spray; Boost & Lift Foaming Air Mousse; as well as an assortment of shampoos, conditioners, crèmes, masks and permanent color kits.
BaBylissPRO MiraCurl hair care was developed to help enable professional stylists to achieve the best, longest-lasting results from the MiraCurl Professional Curl Machine or any automatic curling device. In addition, they are suitable companion products for use with traditional thermal styling tools such as curling, flat or specialty irons. The cans are from Exal.
Dry Shampoo Still on the Rise
A shower is no longer necessary when it’s time to suds up your hair. In fact, Mintel’s Global New Products Database found that in 2008, dry shampoo introductions accounted for just 1% of global shampoo launch activity, but by 2012 the segment captured 3% of the shampoo category and 2013 is on track to surpass 2012 levels.
Although availability of dry shampoos is widely accessible, consumer uptake remains relatively low. Only 16% of U.S. adults reported some usage of a dry shampoo in the last year. Across the Big Five European markets (UK, Spain, France, Germany and Italy), usage is relatively similar to that of the U.S., but peaks in the UK, where nearly a quarter (23%) of women are engaged in the segment.
Convenience is a compelling attribute for consumers and plays a definitive part in hair care product purchases. Nearly one in five (17%) women in the UK use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big Five European countries (only 5% of women), it identifies an important consideration for manufacturers.
Beauty enhancing claims are becoming more commonplace in dry shampoo development and have been present in 19% of global introductions since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling (220%) between 2009 and 2011.
Bosley Professional Strength offers dry shampoo enhancements for consumers with fine and thinning hair. BosRenew Volumizing Dry Shampoo is specially formulated for fine to medium hair, and includes DHT inhibitors, which may help maintain healthy hair and scalp, while creating touchable volume for a thicker, fuller-looking style. The product’s formula not only absorbs dirt, excess oil and product build-up, but also helps extend the length of hair color by extending the time between washes. The multi-tasking dry shampoo provides advanced UV protection to defend hair against photo-aging and may help to stimulate the metabolic function of cells.
New York Streets (NYS) is designed for edgy, artistic individuals with a unique sense of style, explained the company. NYS Dry Shampoo was formulated to refresh hair, build volume and remove product build-up, as well as absorb excess oils and unwanted odors. Other new products in the line include Volume Foam for curly or fine hair without frizz; Xtreme Gel for super-hard spiking or slicking; leave-in hair strengthener.
Hair care’s bright future
Hair care in the U.S. is projected to see retail value growth of 12% to $11.9 billion in 2017, according to Euromonitor International. Thanks in part to a slowly improving economy in the U.S., consumers have proven their willingness to pay for premium and value-added products. Unit prices should only increase over that time as people with larger disposable incomes feel more comfortable trading up within the hair care category.
Globally, the hair care market is predicted to record growth of more than 3.3% during 2013-2016. By December, 2016, the market value is forecast to grow beyond $59.575 billion, according to MarketLine. SPRAY