Breaking News

Manufacturers Add Life to Mature Hair Care Market

December 19, 2006

2006 has been the year of new product launches in the U.S. hair care market, according to analysts at Euromonitor International, as manufacturers have sought to drive growth in an increasingly mature market. Diana Dodson, Cosmetics and Toiletries Analyst, from Euromonitor International explains, Over the course of the year, we have seen US hair care players respond to increasing market competition and maturity, by launching a plethora of new products targeting specific consumer segments, in an attempt to differentiate their brands and create value growth. This strategy seems to be working, with Euromonitor International forecasting value growth of 2% for the US hair care market in 2006, a significant improvement on 2005, when the market declined by -0.6%. Men represent one specific consumer segment that has fallen under the spotlight of hair care players in 2006, as manufacturers follow the trend for segmenting their products by gender. While women have long been the focus for hair care products, manufacturers are now seeing the potential profit in providing for men. In particular, a large number of products have been launched for ethnic men, with different hair 'issues' and desired results. For example, Elasta QP for Men claims to be the first line of hair care for non-Caucasian men. Ethnic hair-care is also becoming increasingly segmented in general, with the launch of products for African American, Hispanic, Asian American and mixed-race hair types all coming to market in 2006. Just For Me Texture Softener has been launched by Alberto-Culver as an alternative to chemical relaxants for women of mixed heritage. Technology puts the shine back into hair care New product launches in the hair care market in 2006 have also involved the introduction of sophisticated new technologies. Alberto-Culver's TRESemm ColorThrive, for example, is being promoted as a conditioner treatment for colored hair with Fade Lock technology. Euromonitor's Diana Dodson comments, U.S. hair companies are investing in developing and promoting new technologies not only because they want their brands to stand out in a crowded marketplace, but also because they want them to command higher prices and give a much needed boost to value sales. Conditioners are currently showing the most promise in this sector, according to Euromonitor International's latest research. Diana Dodson advises, Conditioners should be a target for hair care companies as they are proving to be a particularly fertile source for new product development, with sales forecast to grow by 14% by 2010.
blog comments powered by Disqus
  • Active Agents

    Active Agents

    September 19, 2016
    On the surface, surfactants may seem staid, but the market, and the supplier activity driving it, is bubbling.

  • Jam On It!

    Jam On It!

    Melissa Meisel, Associate Editor||September 19, 2016
    Jamberry sees success in artsy nail accessories.

  • Expanding Erbaviva

    Expanding Erbaviva

    Christine Esposito, Associate Editor||September 13, 2016
    A farm-to-bottle organic brand celebrates its 20th anniversary with a new look, new products and plans to expand in the US.

  • Back to School

    Back to School

    Tom Branna, Editorial Director||September 1, 2016
    It may be September, but class was in session this summer during the Private Label Manufacturers Association’s Executive Educ

  • What

    What's In Your Formula?

    Christine Esposito, Associate Editor||September 1, 2016
    A look at the ingredients beauty brands are using to fuel their formulations and capture consumers’ attention.

  • A Sweet-Smelling Sanctuary

    A Sweet-Smelling Sanctuary

    Melissa Meisel, Associate Editor||September 1, 2016
    Home fragrance is enhanced by aromatic developments in delivery and components.