Magazine: So many colours to choose from

Bianka Tóth-Perge
trade marketing
manager
L’Oréal Magyarország

According to Bianka Tóth-Perge, trade marketing manager of L’Oréal Magyarország Kft., sales in the hair colour and hair dye category grew by 4.3 per cent until October 2019, but the number of products sold decreased by 2.6 per cent. The category is drugstore-specific, as 73 per cent of sales is realised in this channel. Dóra Domján, Henkel Magyarország Kft.’s brand manager also reported growth in the hair dye market and added that the market share of Henkel hair dyes increased to retain the market leader position. Patrik Gaál, Coty Hungary Kft.’s customer marketing specialist spoke to Trade magazin about the sales increase realised by their Wella and Londa brands.

Ms Tóth-Perge informed that in line with the trend of natural products, manufacturers are trying to use more natural components. L’Oréal Paris Excellence provides care to the hair before, during and after dyeing, plus there is a special shampoo in the package, too. Market leader ammonia-free hair colour cream L’Oréal Paris Casting Créme Gloss represents 40 per cent of the hair colour category’s value at a national level. L’Oréal has identified many reasons why consumers are afraid of home hair dyeing. L’Oréal’s goal – in cooperation with retailer partners – is to educate consumers about the category, with the help of products and communication activities.

Patrik Gaál
customer marketing
specialist
Coty Hungary

Mr Gaál spoke to our magazine about the basic functions performed by hair colour and dye product packaging designs – innovation isn’t characteristic of them. His experience is that consumer expectation from products is offering something extra too, such as nourishing the hair or fixing split ends.

Dóra Domján
brand manager
Henkel Magyarország

Ms Domján told that special colours are very popular in the hair colour segment, e.g. silver, violet and claret shades – Henkel satisfies these needs with the highly successful LIVE brand. Hair colours are available in many sizes and application types. For instance, the Live brand offers products that last from one hair wash to products for 10-15 hair washes. Henkel’s opinion is that the main shopper demands from hair dyes are care, protection and producing the desired colour. The Salonplex technology fixes split ends, while in the case of #Pure Color the innovation is the gel format. Using natural ingredients is another important trend in the category.

Henkel Magyarország Kft.’s brand manager informed that hair dyes dominate and hair colours only represent a smaller segment of sales, but the size of the latter segment keeps growing. Ms Domján’s experience is that typically hair colours are chosen by younger consumers from the generations Y and Z. Ms Tóth-Pege revealed that the penetration level of hair dye and hair colour products is low: 30 per cent of women bought the category minimum once in the last 12 months. In the Czech Republic, 46 per cent of women purchase hair dye or hair colour, while in Slovakia this proportion is 52 per cent. In Hungary, less than 4 per cent of men use hair dye or hair colour, but sales in Western Europe indicate that there is potential in this category too.

Coty Hungary Kft. renewed one of its most successful products, Londa Color in 2019, keeping the most popular colours and adding trendy new ones. In 2020 L’Oréal Magyarország Kft. updated Garner Olia products; these are the world leaders in the ammonia-free segment and the second biggest hair dye brand. Ms Tóth-Perge explained that the product is unique due to the fact that there is 60 per cent oil in the hair dye cream, enriched with natural flower oils, guaranteeing an intensive colour result and up to 100 per cent grey hair coverage. Henkel Magyarország Kft.’s most important product launch in the hair dye category in 2020 is the market entry of Gliss Color, a new innovation from the Gliss Kur hair care range. The product brings new dimensions into hair dyeing, as the hyaluronic acid complex not only protects the hair from damage but also ensures care during and after the dyeing process. Several hair dye product packagings will get the FSC logo in 2020. Many are made using the Climate Neutral production process and often recycled plastic is used in bottle manufacturing.