Men’s hair care: style and innovation

By: Budai Klára Date: 2024. 10. 23. 11:28

This article is available for reading in Trade magazin 2024/10

Mariann Karsai
brand manager
Henkel

Mariann Karsai, brand manager of Henkel Magyarország Kft. informs that according to NIQ data, in the first half of 2024 the overall hair care market grew by 19.9% year-on-year, up 10.1% in value and 9.8% in volume.

“Drugstores continue to be the dominant channel, accounting for 68.6% of value sales in the first half of 2024”, she says.

Péter Tóth
trade marketing
manager
L’Oréal Magyarország

Péter Tóth, trade marketing manager of L’Oréal Magyarország gives an insight into the figures for the men’s hair care category (also based on NIQ data).

“From the beginning of 2024 to June, the category grew by 1.6% in value, but volume sales were down 4%. Private labels expanded by 3.8% in the first half of the year, while sales of manufacturer brands fell by 7.5%”,

he explains.

Brand rejuvenation

Henkel’s biggest hair care brands are Gliss, Schauma and Syoss, and the latter two have a portfolio specifically for men. With the Schauma brand, the company strategy is to rejuvenate with relevant innovations. In autumn 2024 they are focusing on dandruff and hair loss with three new products: Schauma Hair Booster shampoo (400ml) and tonic (200ml) help to stimulate hair growth, Schauma Anti-Dandruff Sensitive Shampoo (400ml) removes dandruff, and Schauma Men Anti-Dandruff Intensive Shampoo (250ml and 400ml) cleans and combats itchy, dandruff-prone scalps.

Over two-thirds of sales come from drugstores

Growing portfolio

Both of L’Oréal’s big brands launched a unisex product range this year, targeting men and women alike. As for L’Oréal Paris Elseve, Hyaluron Pure is a solution for scalps that quickly become oily but also dehydrated. Under the Garnier Fructis brand, the company came out with the Strength&Shine range, with vitamin B6 and niacinamide, to make weak and dull hair more resistant and shiny. Unisex product sizes range from 400ml to 1,000ml. //