Natural brunette is in, but blonde is still popular

The segment of hair dyes has been expanding for years. Natural colours are the present trend. Marketing budgets of sufficient size play an important role in the present expansion. Competition in this market is intense. Schwarzkopf distributed by Henkel, L’Oreal, Wella and Stella all hold stable positions in the market. 68 per cent of Hungarian women dye their hair. According to Nielsen data, the market share of permanent dyes is 94-95 per cent. Palette ICC Radiance shades of Shwarzkopf help to turn dark hair into light in a single step. Trendy, new brown shades have been added to the Palette de Luxe and Natural & Easy product lines. – Palette COLOR XXL X-Cite washable dyes are targeted at the under 20 age group. The Palette Intenzív Krém and Palette Tone Krém have also been refreshed with even shinier and more intense colours and modernised packaging- says Ottó Németh from Henkel Magyarország Kft. – Demand for innovations is growing – says Klára Molnár from L’Orèal Magyarország Kozmetikai Kft. Casting Creme Gloss, the result of a new technology was introduced last year in 16 shades. It makes hair extremely soft and shiny. This product has produced very good sales within a short period as a result of an intensive media and trade marketing campaign. Drugstores are still the number one sales channel, where many trade marketing tools are used by distributors. – We use special advertisements in drugstores – says Zsuzsa Sipos, brand manager of Henkel Magyarország Kft. Hyper markets account for 33 per cent of the sales of hair dyes. The more spacious environment favours the use of displays, but hair samples and hair catalogues are also frequently used on shelves. Seasons have little influence on sales of hair dyes, with the possible exception of the pre-Christmas period, when spending goes up. Demand is more dependent on innovation and colour trends, as well as promotional campaigns. Manufacturers take advantage of the synergies existing between hair dyes and other hair care products. Multi-brand promotions and line-price promotions will both continue this year.