New wave of hair care

By: Budai Klára Date: 2024. 04. 22. 10:42

Citing NIQ data, Luca Varga, trade marketing manager of L’Oréal Magyarország says that the hair dye category grew by 10% in value in 2023.

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!

Natural cosmetics are also gaining ground in the hair care category, where consumer awareness is becoming more widespread.

Szilvia Bödő
business development manager
Biocontour

“As our latest innovations prove, our goal is to create products that are as natural as possible, but at the same time effective too. Our latest innovation is a unique anti-aging hair care range, inspired by the beautiful television presenter Dorottya Geszler”,

says Szilvia Bödő, business development manager of BioContour International Kft.

BioContour Fibreplex hair care products are certified natural cosmetics, with as high innovative bond-strengthening complex (collaplex, hyaluron, biotin, keratin, argirelox peptide, retinol, lysine) content as professional products., which effectively rebuild and strengthen the structural bonds in the hair, promote hair growth and increase hair resistance. //