Abundance of innovations for hair

As Anikó Csepeli, from L’Oréal Magyarország has told us, the size of the hair care market is HUF 13 billion at present and it is expanding both in terms of value and of quantity. Expansion is driven by drugstores where sales are growing at a double digit rate. According to Nielsen data, shampoo is the largest segment, accounting for 80 per cent of sales in the category, with balsam in second place (16.5 per cent). The most dynamic expansion is however, taking place in the conditioner segment. Anti-dandruff products account for the biggest part of sales in this segment, both in terms of value and in terms of quantity. Products for dyed hair follow in second place, while products for normal hair are third in terms of quantity. The conditioner segment is where most innovations appear. Elseve and Fructis both keep launching innovations. Scientific research plays an essential role in the conditioner segment, where the costs of large labs can only be financed by the largest manufacturers. Tükörfény Citrus shampoo and balsam were added to the Elseve Tükörfény product line last year. Premium category, colour protecting shampoos like L’Oréal products contain an UV filter, which provides complete protection against solar radiation. Expansyl is a substance used in Elseve non-stop lush products, which lifts hair at the roots. The large number of innovations are accompanied by integrated marketing support and intensive communication. In addition to media campaigns, an increasing number of events, outdoor and in-store campaigns are also used. As standard shelf placement is of essential importance, L’Oreal often provide their retail partners with recommendations for facing. Price promotions remain the most effective form of promotional activity. Product lines are best displayed when products from different segments appear together. Hyper markets are the ideal location for spectacular displays, but these can also be useful in drugstores and supermarkets.