Hair Color in India

7/24/2019 Hair Color in India

1/58

Hair Color Category, Competitor and

Customer Analysis

Dr. Rohit Trivedi

MICA


2/58

Whats happening.

Have you seen your elder !ousin"non#trendypro$essor"$ashionista $riend using hair !olorre!ently %%

Hair !olor is a part o$ the !osmeti!s industryand has &een gro'ing at a CA(R o$ )*+

Total !ategory is valued at more than IR -&n.

/oised $or (ro'th %%


3/58

Category, Competitor and CustomerAnalysis

0MC( A 1napshot

/ersonal Care (ro'th prospe!tus

Hair Color Mar2et 3vervie'

Types, Trends and Te!hni4ues

Distri&ution Channel 5rand 1hare

Ma6or Competitor

5rand 7ser and usage insights

Competitor Analysis and /ro8ling /orters 0ive 0or!e Analysis

Mar2et 1i9e and Mar2et 1hare Analysis

Industry Trends

Drivers and Challenges


4/58

0MC( # 3vervie'

0MC( : 0ourth largest se!tor in e!onomy

;o'er CA/penditure 5rand &uilding

Contra!t Manu$a!turing

71/: Wide distri&ution net'or2

/rodu!t Category introdu!tgion#leg

;o'er per !apita !onsumption ;o' rural penetration

;o'er sele!ted !ategory penetration

1our!e : ?/M( @Indian 0MC( Mar2et (iant 7nleashed


5/58

0MC( # 3vervie'

0MC(


6/58


7/58

/ersonal Care

Indian personal !are mar2et is ran2ed -thglo&ally

1i9e o$ appro>. 71D &n

Moving $rom health to &eauty

12in 'hitening most popular !laim

Category &e!oming more gender spe!i8!

Higher#pri!ed ne' laun!h is an emerging

trend

1our!e : Cosmeti!#&usiness Indian !osmeti!s mar2et !ontinues to


8/58

/ersonal Care Category1hare

1our!e : Tata 1trategi! Management (roup 3utloo2 $or personal!are ingredients industry: An Indian perspe!tive, )BBG


9/58


10/58

(ro'th in /ersonal CareCategory

1our!e :


11/58

Hair Care

1e!ond largest segment o$ /ersonalCare

It !omprises o$ oneeighth o$ the $astmoving !onsumer goods mar2et

Hair !are gro's &y -+ in )B- torea!h IR-*.) &illion $rom IR -BB&illion in )B--

Colourants !ontinues to re!ord the$astest !urrent value gro'th o$ )*+

in )B-


12/58

Hair Care

Jalue o$ Hair Color mar2et : Appro>. IR - &n as onMar!h, )B-).

1our!e : 5usiness World @Ra!e 0or Cro'ning (loryK Aug)B--


13/58


14/58


15/58

Hair Care

Total mar2et penetration *+ %% Rural # %% 7r&an # %%

Is it a nas!ent or emerging !ategory %%

1our!e : 5usiness Today @Indian !osmeti! mar2et is all set $or


16/58


17/58

Hair Color (ro'thTra6e!tory

)BBF )BB* )BB )BB )BBL )BBG )B-B )B-- )B-) )B-

B.BB

*,BBB.BB

-B,BBB.BB

-*,BBB.BB

)B,BBB.BB

)*,BBB.BB

B,BBB.BB

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

,L-L.B

F,-*.B

*,)-.B

,L-.B

L,-G*.-B

G,G-.GB

--,*.-B

-*,F)B.FB

-G,LL).BB

)F,L.BB


18/58

Hair Color ChangingTrends

1hi$t in per!eived need o$ !onsumption $rom!overing grey hair to %%%

3nly )B+ o$ Indian 'omen use hair !olor as!ompared to GB+ in developed mar2ets

Hair !olor produ!ts have largely &een aimed at-*F* age $emale segment #%%%%

Hair !olor use among male ;ess than +1urprised %%%N

1our!e : 5usiness World @Ra!e 0or Cro'ning (loryK Aug)B-


19/58

Hair Color # Types

Comes in a variety o$ delivery$ormat# /o'ders, ;i4uids, 3il&ased gels and

Creams


20/58

Hair Coloring Te!hni4ues Ton#on#Tone

onammonia dyes

ot to li$t the &ase !olor o$ the hair &ut one !an have it in$used'ith an arresting tone

Highlighting"1trea2ing

Anything $rom large strategi!ally pla!ed !hun2s o$ !olor to amore su&tle &a!2#to&a!2 'eaving or sli!ing te!hni4ues !an &eemployed to give either an outrO or more traditional !oloring o$ones pre$eren!e

(lo&al Coloring All the hair is !olored $rom root to end

Radi!al trans$ormation li2e &right red mopN or even settle $ormore honey or !ho!olate !olored tresses

(rey Coverage


21/58

Distri&ution Channel

1our!e: Indian 0ran!hise Asso!iationK &usiness standard @(arniNering

volumes, 3!t )B-B


22/58

Mar2et 1i9e and Mar2et 1hareAnalysis


23/58

Ma6or Competitor and5rands

Company Brand Categories

(odre6

Rene' Cream "/o'der

pert 3riginal

/o'der

pert Care

pert Advan!edupur

?ali Mehandi

Colour 1o$t Cream

;3real

Casting CrPme (loss

Cream!ellen!e CrPme

Inoa

(arnier Color atural


24/58

Ma6or Competitor and5rands

Company Brand Categories

Revlon

Colorsil2

CreamTop 1peed

Color n Care

0rost Q (lo'

Hygieni! Resear!h 1trea> Cream

Jasmol /o'der

Cavin?areIndi!a Her&al HairColour atural 5la!2and 5ro'n

/o'der


25/58


26/58

Hair Color 5rand 1hare


27/58

Mar2et 1hare Analysis


28/58

Hair Color CompetitorAnalysis

(odre6 is the mar2et leader in the hair!olor segment 'ith a mar2et share o$around )*+

Hygiene Resear!h 'ith produ!tJasmol and 1trea> is an emergingplayer $or mid#segment

(arnir, ;oreal and Wella have !apture

the premium hair !olor mar2et


29/58

Hair Color CompetitorAnalysis

;oreal 'ith its premium &rands Matri>,(arnier and ;oreal !ellen!e a!!ount$or more than three#$ourths o$ !ream#&ased hair !olor mar2et

e' /rodu!t Development is not astrong phenomenon in the !ategory

All the players are MC 'ith deeppo!2et to 8nan!e mar2eting e>penditure


30/58

Competitor /ro8ling

Godrej Consumer Products td

A mar2et leader in the hair !olor mar2et and$ollo's a &y mar2eting strategy

presen!e in !ontinents through !ore!ategories

Its !are &usiness gre' &y -G+ $or 0S-driven &y ro&ust sales o$ pert range o$

po'der !olor and upur Mehendi (C/; has a!4uired Darling (roup, a leading

hair!are !ompany in A$ri!a in )B-)


31/58

Competitor /ro8ling

!ygiene "esearc# $ndia

3perates in India and mar2et itsprodu!t a!ross -* !ountries

Has its agship salons 1trea> HeadTurner all a!ross India


32/58

Competitor /ro8ling

%&rea' ()

;3real India 'as esta&lished in -GG 'hen it8rst entered the !ountry in a 6oint venture 'ith

ME (roup.

Has its presen!e in -B !ountries and oUers )glo&al &rands

It sells its produ!ts to hair salonsK mass mar2etretail !hannelsK department stores

Its ammonia and odor$ree hair !olor Inoa 'asused in more than L-,BBB salons one year a$terits laun!h in )B-B


33/58

Competitor /ro8ling

Procter * Gam+'e Co,

Wella A( operates as a su&sidiary o$/Q( and is head4uartered inDarmstadt, (ermany

Wella /ro$essionals has earned itstitle as the glo&al authority on hair

!olor It has relaun!hed &oth the

permanent hair !olor line ?oleston

/er$e!t and Color Tou!h demi


34/58

Competitor /ro8ling

"e-'on $nc

3ne o$ the strongest !onsumer &rand$ran!hises in the 'orld 'ith its

produ!ts &eing sold in over -BB!ountries a!ross si> !ontinents

It mar2ets its produ!ts primarily under

Revlon Color1tay, Almay Intense iColor, Almay 1mart 1hade, RevlonColor1il2 and (atineau &rand names


35/58

/orters 0ive 0or!es Analysis

5uyers po'er:1trong

1uppliers po'er:;o'

Threat o$entry

Medium

Threat o$su&stitutes

;o'

Thus, overall the!ategory ispro8ta&le

Industrialrivalry :

;o'"Medium


36/58

Ma6or 5rand Insights

%


37/58

5rand Analysis

5rand 3&6e!tive

5rand /ositioning

5rand /romoter

Jalue /roposition DiUerential Competitive Advantage 71/N

5rand 1trategy

pe!ted $uture strategies Target Mar2et, their 2ey e>pe!tations,

usage and so!io#psy!hographi! ma2e#up


38/58

5rand /ositioning

Can 'e identi$y ho' they are positioned %

What is their !ore value proposition % Ho' are theydiUerent % or not so diUerent %N

What is their T( %

Core mar2eting strategy% Ho' it has evolved %

What !ould &e possi&le strategi! $uture dire!tion $orthe &rand %


39/58

5rand#7ser Insights

(odre6 ;eader in &oth Dye andColor

Dye used &y people in age !ategoryF* years and a&ove

Color more prevalent in )*#F years

1


40/58

5rand#7ser Insight

Rural Consumption &y R- and R)

Hair Dye more prominent

7r&an Hair Dye prominent in 1


41/58

5rand#7ser Insight

MediaTJ, 0riends and Retail 1ho'room are

most promient

Media a'areness high $or &oth Dye andColor

Most $avourite $or Dye : 0amily Drama

and Comedy Most $avourite $or !olor : Reality sho',

sports and e's


42/58

5rand # C5

Autonomy Hair Color asso!iated 'ith autonomy

Dis!ount Hair !olor and Dye treme

diUerentiation

Jalue $or Money Dye is more asso!iated 'ith value $or

money


43/58

7sage

;o' /enetration a&out )B+


44/58

Hair Color Industry Trends

.sage o/ !er+a' Products

ieup it# sa'ons

Brands see to +e natura'

3 Co'or ser-ice


45/58

7sage o$ Her&al /rodu!ts

Consumers opting $or ammonia$ree orher&al hair !are produ!ts, espe!ially inthe hair !oloring segment

(ro'ing demand $or produ!ts oUeringnourishment &ene8ts usually asso!iated'ith natural ingredients

1our!e : 5usiness 1tandard @Her&al produ!ts add !olour to hair


46/58

Tie#up 'ith 1alons

/artnering 'ith &eauty salons to train&eauti!ians

;V3realVs /ro$essional /rodu!ts 8rst tostart initiatives in in -GG

(/C; targeted &ar&ers and salons inrural areas

Appli!ation o$ spe!iali9ed produ!ts li2eD Color


47/58


48/58

1alon 1egment

(a'on(egment

Buying Criteria PricingPoer o/ endcustomer

ierentiation

;u>ury 5rand, uality High !lusivity $oruse o$ the

produ!t/remium uality, /ri!e,

Availa&ility,1pe!iali9ation

Moderate High

1alon spe!i8!&rand !reated&y !o.

Mass

/remium

uality, /ri!e,

Margin,Availa&ility

Moderate /rivate ;a&els

Mass /ri!e, Availa&ility ;o' odiUerentiation


49/58


50/58

D Color 1ervi!e

In this, panels o$ !olor are outlined andlayered on top o$ ea!h other and diUerentshades are graduated

This gives an illusionary eUe!t o$ added

depth and dimension $or an upgraded!olor loo2 The idea o$ !olors $ading $rom one into

the ne>t 'ithout any real demar!ationgives an enhan!ed D loo2

Wella /ro$essionals unveiled theirAutumn"Winter )B-- 1easonal Colle!tion'hi!h $eatured this innovation in hair!olor D Color


51/58

5rand see2s to &e natural

/rodu!ts su!h as natural hair !olorantsand styling agents are &eginning togain $or!e in hair !are segment

/enetration o$ these produ!ts is verylo' even in ur&an mar2ets

Though it is not possi&le to have a

!omplete natural hair !olorant, playersare loo2ing to introdu!e produ!ts thathave limited !hemi!als in them

1our!e: mydigital$!.!om @Hair !olor &rands see2 to go

Hair Color Dri ers and


52/58

Hair Color Drivers andChallenges

$ncrease in disposa+'e income

Grot# in /as#ion consciousconsumers

"ise in organied retai'

$ncrease in aareness

$ncrease in en%s grooming

)d-erse impact on #ea't#


53/58

Hair Color Drivers

$ncrease in disposa+'e income

1our!e : M!?insey (lo&al Institute @Rise o$ Indias !onsumer

mar2et, May )BB@K


54/58

Hair !olor # Drivers

(ro'th in $ashion !ons!ious !onsumers In!rease in the population o$ 'omen in the

age &ra!2et -*FG is impa!ting gro'th

positively Wor2ing population, in India today, have

started paying more attention to theirpersonality Corporate identity

syndrome %%N More as /ersonality enri!hment rather

than De8!ien!y hideout


55/58


In!rease in A'areness /layers have &een $o!using on produ!t

diUerentiation &y highlighting the

des!ription o$ the produ!t $ormulation as'ell as the &ene8ts o$ the same


56/58


In!rease in Male (rooming Mar2et estimated to &e around Rs -)*B

mn

More male opting $or hair !olortreatment 'hile going $or hair !ut

More !onsumption emerging in age!ategory -L#FB


57/58


In!rease in organi9ed retailing 0DI in retail a &oom $or 0MC( at large

More option $or !omparison and

diUerentiation


58/58

Hair !olor # Challenges

/er!eption among !onsumer a&outhealth pro&lem emerging due to hair!olor !hemi!als

;in2 &et'een hair dye and possi&ilityo$ !an!er

Allergi! rea!tion due to !ertain hair

!olor

Hair Color in India

Documents

Transcript of Hair Color in India