New wave of hair care

Továbbra is magas az igény az egyszerűbben használható, könnyen és praktikusan felvihető hajfestékek iránt

This article is available for reading in Trade magazin 2024/5

L’Oréal brands were able to perform slightly above the market average, with a 12% increase in value sales. What is more, sales of Excellence, the top hair dye brand of L’Oréal Paris increased by 20%.

Luca Varga
trade marketing manager
L’Oréal Magyarország

“Last year the majority of sales were still realised by drugstores. Demand for practical hair dyes that are easy to use and apply has remained high, and consumers are willing to pay more for a hair dye that comes with an applicator in the packaging”,

informs Luca Varga.

Hair colours are mainly chosen by younger consumers, who are keen to experiment. The ammonia-free hair dye segment currently accounts for about one fifth of sales in the drugstore channel, but it is growing dynamically. Examples include Excellence’s ammonia-free line, Excellence Nudes or Garnier’s Olia ammonia-free hair dyes, which contain 5 natural oils.

Only naturally!

Szilvia Bödő
business development manager
Biocontour