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Markets & trends

Home hair coloring market records average annual growth of 7% in Brazil

Manufacturers can take advantage of the demand for formulas containing natural or organic ingredients, which are sought out by 14% of customers, according to data from Mintel.

Juliana Martins, beauty & personal care research specialist at (...)

Juliana Martins, beauty & personal care research specialist at Mintel

More and more Brazilians are starting to have their hair colored at home. According to the latest data from global market research firm Mintel, 23% of surveyed customers used hair coloring kits and 18% used hair bleaching kits in the last 12 months. The study shows this market has increased 7.2% against 2013, totaling R$3.48 billion in 2014. The growth forecast for 2015 remains at about 7%, with estimated sales of R$ 3.73 billion.

The survey was conducted with 1,500 respondents from across Brazil. Forty-five-year-old plus women are the top consumers of permanent hair color, while younger women showed a preference for semi-permanent and temporary colors. However, some respondents have raised concerns about the use of home hair coloring products, with 13% stating they are uncertain about the effect of these products on health and 24% saying they can damage the hair.

Juliana Martins, beauty & personal care research specialist at Mintel, believes that formulas with less chemical ingredients can attract new customers. “Fifteen percent of surveyed customers say they seek out ammonia-free products, but most hair coloring products contain chemical ingredients,” she says.

The Mintel study showed that, between January and April 2015, 80% of hair coloring products available in the market had an artificial fragrance, 50% had glycerin and 40% had sodium sulfate in their formulas. Formulations with natural or organic ingredients have a greater chance of winning consumers over as 14% of respondents said they would prefer to purchase products with this claim. “However, there are still few hair coloring products being released in Brazil with an ‘organic’ or ‘100% natural’ claim in comparison to other countries. If the product has been dermatologically tested, it is also important that this information is displayed on the label as it can give greater confidence to customers,” says Martins.

Additional benefits can also make a difference when it comes to choosing a product over another, especially if it has multifunctional activities such as replenishing the hair or protecting against hair loss. The survey revealed that 36% of respondents look for long-lasting colors, while 35% favor easy-to-use products and 30% want hair colors that leave the hair shiny. Colors that condition the hair were found to be important for 24% of surveyed customers.

Gisele Valle, brand manager for hair color at L'Oréal Paris Brasil

Gisele Valle, brand manager for hair color at L’Oréal Paris Brasil

Formulas that color and repair the hair at the same time are the focus of L’Oréal Paris’ Imédia Excellence hair coloring range in Brazil, one of the world’s most valuable markets for the company. Brand manager for hair color at L’Oréal Paris Brasil, Gisele Valle, says the company listened to customers and incorporated their requests in its next product release, which is scheduled for November. "We have increased our after-color treatment in 50%. It nourishes and deeply repairs the hair to help ensure long-lasting color.

Valle says this feature is critical to the success of the product. “Brazilian women usually have many chemical processes applied to their hair. When combined with coloring products, they can leave the hair dry and brittle. Our customers love changing their hair color – many of them actually use it as an accessory to their look – and are constantly in search for new trends,” she says.

The most popular shades range from brown to blonde and are used to enhance or change the natural base color, which is usually darker. They account for over 60% of Imédia Excellence’s market. A research conducted by the brand has pointed out that Brazilians are coloring their hair at a younger age. In most countries, the average consumer age is 45, whereas in Brazil 58% of hair color users age between 18 and 35 years old.

Amanda Mont’Alvão Veloso

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