All brands fight dandruff

The hair care market improved in value, but there was a decrease in volume. Anti-dandruff products still have the biggest market share, followed by dry hair and dyed hair products. There was a significant growth among hair volume increasing products. It is characteristic of consumption habits that the majority of shoppers still only think of shampoo as the basic product in hair care. Petra Rozgonyi, category management stagiarie of L’Oréal Magyarország Kft. told Trade magazin that they try to educate consumers by placing the products in a way that it is easy to find the matching hair care products for different shampoos. Zsolt Karancsi, corporate relations manager of Procter&Gamble informed us that on the cosmetics hair care market premium products are the most sought for, especially anti-dandruff shampoos like market leading Head&Shoulders. In the medium category several manufacturers introduced new products – they see growth potential in this segment. Private labels are also becoming more muscular, especially among those who stopped buying medium category products. Melinda Jáger, trade marketing manager of Beiersdorf spoke about their 2009 survey about product usage habits, the results of which they used in 2010 product launches and marketing activities.

Recently two new brands appeared on the Hungarian hair care market: Henkel’s Syoss brand, which offers professional solutions for home use, entered last year; in 2010 L’Oréal surprised shoppers with Garnier Natural shampoos and balms, targeting large families. The Elséve brand was added an anti-dandruff product and the anti-dandruff segment was expanded within the Fructis brand too. Melinda Jáger revealed that 77 percent of women say they do not have problems with dandruff, still it is anti-dandruff shampoos that sell the best. Beiersdorf concluded that women use these products preventively. Their Nivea Liquid Clear System is an anti-dandruff product range, in white bottles for women and in blue bottles for men. Consumer confidence is boosted with money-back guarantee. Procter&Gamble introduced its Pantene Nature Fusion range in May 2010 – these products combine natural ingredients with the scientific background of Pantene Pro-V. The product makes weak, thin hair stronger and softer. Their latest marketing activity was related to the Herbal Essences brand and was sponsored by a programme on Viva TV and supported with a microsite.