Washing hair no longer enough

The hair care market is still dominated by shampoos but balsams have also been producing dynamic growth for years and sales of conditioners also began to soar last year. Demand for complex hair care is gradually developing in Hungary, which means demand for top quality hair care products. Apart from multinationals like Beiersdorf, Henkel, L’Orèal, Procter & Gamble and Unilever the Hungarian WU2 has also launched a number of innovations in recent years. Grease, dandruff and care for dyed hair remain the central problems that manufacturers are offering solutions for. According to Zsuzsa Sipos, senior brand manager of Schwarzkopf & Henkel, specialised products like Gliss Kur Asia Straight or Egyenes & Fényes by Schauma have also become successful. The Intenzív Olaj conditioner product line was added to the Scauma range last year. Nutri Protect and Gliss Intenzív were innovations by Gliss Kur last year. – The Elséve Újratápláló product line has been developed for dry hair by L’Orèal – says Anikó Csepeli, from L’Orèal Magyarország Kft. Consumers are also looking for special and extravagant packages, like those which contain conditioning milk or a night elixir. The Garnier Fructis Életteli Szőke product line offers a solution for blonde hair and includes conditioners in addition to two shampoos and a balsam. In 2009, Elséve and Fructis are also planning to launch innovations. 2008 was a good year for Nivea Hair Care products like Diamond Gloss. Brilliant Blonde and Brilliant Brown have been developed specifically for these hair colours by Beiersdorf. Innovations for men had been focusing on fighting dandruff for years, but the latest products also offer help against the loss of hair. The Hair Recharge hair care system by Beiersdorf stimulates growth and reduces the thinning process. Pantene Pro-V Full & Strong by Procter&Gamble offers special conditioning for thin hair and gives it a healthier look. The new Head&sShoulders Hairfall Defense shampoo can be used by both sexes. Brand loyalty is not very strong in the market of shampoos. Consumers can be persuaded to try new products easily by advertising. Ladies prefer to buy specialised hair care products in drugstores, but hyper markets are the main distribution channel for shampoos and balsams. TV remains the most effective promotional tool for hair care products but Internet is playing an increasing role as well. Prize games are organised regularly by practically all brands. Synergies between different products are also taken advantage of in the form of cross-promotions.