Hair care

Drug Store News,  May 20, 2002  

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Growth in the hair care category in 2001 was driven by brands that provide quality at a value price; new brand formulations that address specific consumer needs, such as volume or sleekness; brands that have a natural ingredient positioning, and appealing fragrances; brands that target a specific demographic such as teens and 20-somethings seeking styling innovations; and brands well supported by advertising dollars.

In times of economic uncertainty, hair care buyers and hair care manufacturers both noted that consumers try to get the most bang for their buck, and are more inclined to buy brands with a price/value positioning, as well as premium-priced brands that promise to make hair fuller, straighter, curlier, shinier or silkier, and so, replace more expensive salon services.

The at-home salon experience continues to drive the business of hair color, as does a more active teen shopper and an increased number of adult men shopping the category.

To court traffic and be responsive to the consumer demand for value, many chains continue to promote bonus packs of hair care products, giving consumers an opportunity to buy two for the price of one or to get 25 percent to 50 percent more product in a bonus-size package.

Top 10 brands in drug

Brand/segment                     $ sales (*)  % change

L'Oreal Preference--color           $66.2        -4.2%
L'Oreal Excellence--color            48.8        -3.6
L'Oreal Feria--color                 45.5        -9.6
Clairol Nice N Easy--color           42.6        -6.6
Just for Men--color                  33.6         2.7
Clairol Natural Instincts--color     30.9        -3.0
Garnier Nutrisse--color              23.7        22.7
Clairol Hydrience--color             23.3        -5.8
Clairol Herbal Essences--shampoo     22.3        -4.8
Frizz EaseHair--gel/mousse           19.6         2.1

(*)Sales in millions
Top 10 gainers in drug

Brand/segment                     $          %      $ (*)
                                sales (*)  change  change

Clairol Herbel Essences--color   $16.0         NA   $16.0
L'Oreal Open--color                9.6         NA     9.6
Garnier Lumina--color              9.3         NA     9.3
Pantene Smooth and                 6.5     272.5%     4.7
Sleek--conditioner
Pentene Sheer Volume--             6.2      318.2     4.7
shampoo
Pantene Smooth and Sleek--         6.5      251.2     4.6
shampoo
Garnier Nutrisse--color           23.7       22.7     4.4
Got 2B--gel/mousee                 4.1         NA     4.1
Clairol Renewal 5X--               4.0         NA     4.0
conditioner
Pantene Sheer Volume--             5.0      349.0     3.9
conditioner

Source: Information Resources Inc. for the 52 weeks ended Dec. 30

(*)Sales in millions
Hair care scorecard

                            Total F/D/M (*)             Drug stores
Category/                    $       % chg. vs.       $       % chg. vs.
segment                  sales (**)   yr. ago     sales (**)   yr. ago

Shampoo               $1,304.2           0.8%    $342.4         -0.7%
Hair color             1,099.9           1.6      580.1         -0.8
Conditioner              791.0           4.6      252.8          1.9
Gel/mousse               512.9           9.2      208.7          9.6
Spray/spritz             415.2          -1.6      146.2          0.1
Hair growth products      78.1         -11.2       56.9         -8.7
Home permanent/           70.5          -6.3       41.8         -6.8
relaxer kits

                          Drug chains only
Category/                  $       % chg. vs.
segment                sales (**)   yr. ago

Shampoo               $291.6           0.5%
Hair color             504.1           1.2
Conditioner            221.5           3.6
Gel/mousse             184.0          11.8
Spray/spritz           124.9           1.3
Hair growth products    48.4          -7.4
Home permanent/         35.4          -5.6
relaxer kits

Source: Information Resources Inc. for the 52 weeks ended Dec. 30

(*)Total F/D/M excludes Wal-Mart

(**)Sales in millions

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