The French hair care market is going through some major changes and brands must adapt to consumers’ scaled-down product needs and preferences
The French hair care market has been looking increasingly limp over the past three years and the latest results show that it has grown even weaker.
Year to 28 May 2017. Source: IRI France
According to IRI France, mass market sales declined by 4.6% to total €1.21bn for the year ended 28 May 2017, its steepest drop for years. “The market for hair care in France is declining, particularly for large distribution, the channel in which we operate” says Margaux Petit, Marketing and Communication Manager for French mass market brand Jeanne en Provence (Arthes Group). “Styling products and conditioners are most affected – the penetration rate of this category of products is to drop by 0.7 points in 2017,” she adds.
Indeed, IRI France figures show that sales of styling products plummeted by 9.4% to total €141.8m, while conditioners and care products were down 6.3% to €223m. Lacquers fell by 6.8% to €85.4m and colourants by -4% to €256.1m. The largest sub-category, shampoos, fared a little better but still dipped by 2% to €494.8m. Despite this, says Petit, “The fashion for long hair and overall sensitivity to beauty make these product categories important for consumers.” So what has happened?
Cécile Gorgone, Hair Care Product Manager at Le Petit Marseillais (Johnson & Johnson), explains: “There has been a decline in the consumption of hair products in recent months. This is due to ...
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