Knowledge-thirsty consumers and disruption-hungry innovators are driving a new wave in hair care, and it’s just getting started. This report reveals how brands can get ahead of the curve
Top 5 trends:
1. Curl power
5. Store appeal
Hair care is thriving. Running on a tide of science-backed and health-oriented innovations, dynamic young brands and strong consumer appetite, hair care is one of the only beauty and personal care categories to have continued growing throughout 2020. And in 2021, global sales are accelerating even further.
Forecast data. Source: Euromonitor International
Luxury hair care is the most dynamic segment, fuelled by brands such as star player Olaplex, which expanded rapidly over the past year and posted growth of 171% for the first half of 2021.
Premium brand Davines grew 35% in the first four months of the year versus 2020, Aveda’s online sales grew strong double digits in the 2021 fiscal year and the L’Oréal Group stated that Kérastase sales were ‘particularly dynamic’ in the first quarter of 2021.
But for all the positive news, the category is still facing some key challenges. Kantar has tracked the impact of salons reopening on at-home hair colourants, and in the UK the segment lost one million shoppers this year – equating to a £32m fall – as consumers returned to having their hair professionally coloured....
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