The Shampoo market. The market figures. The shampoo market represents a total of 535 million Euro. We are witnessing a slowdown in its growth (+3% against +6% in 2002). This mature market is therefore having to find new springboards for growth in sophistication and the value of the product.
The shampoo market represents a total of 535 million Euro. We are witnessing a slowdown in its growth (+3% against +6% in 2002).
This mature market is therefore having to find new springboards for growth in sophistication and the value of the product.
The provisional figures (Xerfi, hygiene and toiletries products, August)
Estimation of shampoo production in 2004: +18% (following a slower growth rhythm in 2003 of +12%)
The number of shampoo users in the European countries (in %)
Today, the range of products is more complete, the offer more and more divisional and the target areas selected more and more specialised. The products are more sophisticated and valorised by specific ingredients, a frontal approach for the caring aspect and the creation of a concept. It should respond to the more precise basic needs of the consumer, who is becoming more and more exigent.The product status evolution
A mature market supported by innovation
Garnier Fructis Anti-Dandruff
A shampoo that eliminates dandruff after the first wash and which prevents its re-appearance due to a zinc Pyrithiore formula.
Establishment of a shampoo specifically orientated for anti-age capillary care with collagen E
Dow Corning HMW 200 non ionic emulsion.
The integration in the formula of an ingredient which leaves a lasting fragrance of the shampoo on hair.
Elsève Solar: After sun renovation shampoo
Launch of an after sun shampoo which, due to a new Hydralium and UV filter system, protects and repairs dry hair in summer.
EXAMPLES OF INNOVATIONS
The creation of a hygiene and caring range (with shampoo, deodorants, shower gels….) which touch on Olympian values and which are constructed around the idea of energy, performance.
Vivelle Dop- LaScad
The launch of a complete range of 4 shampoos Temptation: Defended fruits for normal hair, Extase rose for long hair, Ginger stimulating for fine hair, Crazy citrus for greasy hair.
Herbal Essences- Procter & Gamble
The creation of the Herbal Essence mark, range of 8 shampoos based on natural ingredients.
Reinforcement of the Timotei range with the launch of a menthol anti-dandruff shampoo.
Le Petit Marseillais Apaisant aux extrait naturels de tilleul et d’iris bleu
The launch of an anti-itching shampoo.
More sophisticated needs
Today, basic needs are not enough for consumers. They are more and more exigent and are looking for a more personalized product, adapted to their needs.
The large scale distribution is in full evolution. In 2003, it realised 87.8% of the shampoo turnover whereas the other sectors were experiencing progression difficulties (selected distribution and chemists, with a respective evolution of 0 and 0.3 point compared to 2002) or in recoil (-1 for direct sales).
Distribution of the total turnover figure for shampoos between the distribution circuits in 2003 (%)
Source: Xerfi, Toiletries and hygiene products, August 2003.
The shampoo market is a very competitive and particularly dynamic market.
L’Oreal Paris is the market leader but the brands are continually fighting to obtain market shares.
Source: Cosmétique magazine, juin 2003
We are seeing the appearance of products targeted at men. This segment is in full evolution and growing.
The creation of a new brand 100% masculine. Mennen communicate on the masculine values of sport and performance.
Elsève Homme Shampooing Doux Re-Densifieur au régenium XY
This shampoo responds to masculine needs linked to hair loss with a product which gives thickness and strength to hair.
Head & Shoulders Pour Homme
Anti-dandruff shampoo for men.
This target is an essential element of the personal offer, notably for the younger population who need to be different and yet to be identified as a group.
Mennen Sport targets the 12-35 age group with a colourful packaging and a communication centred on sport.
Vivelle Dop targets the 12-25 age group with packaging of acidulous colours and very modern fragrances.
Organics Anti-Age with collagen E
For mature hair.
Ptit Dop/ L’Oreal Kids
Very young target
- Family (example:Dop- the family format)
4. By hair characteristics
4.1. Type of hair
Fructis Normal hair
Herbal Essences Equaliser Tonic
Organics Daily Éclat
Ultra Doux with natural grapefruit and green tea extracts
Ultra Doux with hydrating vegetable milk
Jacques Dessange Tonic Eclat
Timotei with herbal extracts
Palmolive Naturals with Aloe essence
Palmolive Detangle and Brilliance
Le Petit Marseillais with natural apple and olive leaf extracts
- Hydrating shampoos (Dove, Neutralia)
- Nutritive shampoos (Fructis)
- Treatment shampoos :
Anti-dandruff (Head & Shoulders, Elsève Ultra Doux with natural extracts of thyme and blue eucalyptus, Herbal Essence, Organics, Timotei Clear, Palmolive…)
Anti-itching/calming (Le Petit Marsellais)
- Smoothing shampoos (Pantene Pro V)
- 2 in 1 shampoos (Dop, Dove, Head & Shoulders)
- Shampoos advertising highlights, brilliance (John Frieda)
- Anti-age shampoos (Organics)
Elsève Solar Hydralium and UV filter system
Jacques Dessange (UVA and UVB filter, with extracts of vegetable and algae vitamins)
- Winter: Wella anti-static shampoo
The flowery and fruity notes are very much present on the shampoo market. Simple and natural, they give a fresh and soft appeal. Two notions very important on the shampoo market.
Elsève shampoo for mid-length/long hair with flowery/fruity notes of banana, blackberry and jasmine.
Le Petit Marseillais Anti-Dandruff shampoo – myrtle and eucalyptus
Ultra Doux shampoo with lemon/olive oil for dull and dry hair
The fern notes, woodland and marine are also very much present; they are addressed particularly at the masculine consumer.
Elsève Anti-Dandruff shampoo for men
Elsève Solar shampoo with a fondant texture and an irresistible perfume with avaricious notes.
The notes are above all aromatic (thyme, eucalyptus, mint) but hesperidia notes are equally present. These fragrances evoke freshness and cleanliness and also the appeasing and caring side of the product. The woodland notes are likewise present.
The notes are above all hesperidia (lemon in particular, grapefruit, orange…)
The green notes (apple, tea) and aromatic are equally present. They convey freshness and cleanliness (purifying effect) but also dynamism and energy.
The notes are soft, fruity, flowery but equally avaricious (caramel, coconut, vanilla, honey). The hesperidia notes are equally present for freshness and cleanliness.
The notes are very cosmetic and evoke softness. We find therefore, milky, flowery (rose) and fruity (peach, pear) notes. They evoke cotton, cream, silk, almonds, vegetable milk.
Soft and caring shampoos gently respect the hydration of the scalp and allow the hair to rediscover its vitality, strength and brilliance.Shampoo Softness & Care
This type of shampoo is addressed to all hair types. It allows the gentle preservation of coloured hair, brings softness and appeasing care with anti-dandruff shampoos and also more softness for longer hair.
Their formulas are soft, derma-protective, pH neutral and hypo-allergenic (Neutralia).
This type of shampoo could contain hydrating milk (Dove formulas contains ¼ of hydrating cream) and is often associated to softening ingredients such as almonds, vegetable milk and Aloe Vera. The texture is therefore creamy, unctuous and calls to mind silk and cotton. This particularity is found at the olfactory note level which is very cosmetic and soft.
Total Softness shampoo from Neutralia
Anti-Dandruff and Care shampoo from Neutralia
Ultra Doux with hydrating vegetable milk
Dove Moisturising Milk shampoo for dry hair
Dove 2 in 1 shampoo for all types of hair
Nature is used in numerous ways on the shampoo market.
This type of shampoo puts forward the virtues of natural ingredients on the hair: nourishing, fortifying, balancing (notably with citrus fruits for greasy hair), hair-lightening, calming (for anti-dandruff shampoos with aromatic ingredients) reparative ….
Nature is associated with softness and caring but can also be associated with well-being and pleasure.
On an olfactory level, the notes evoke the multiple facets of nature: freshness, cleanliness, well-being, exoticism etc.
Le Petit Marseillais
Fructis Fortifying Hydra-Smooth
Palmolive Natural Vitality and Brilliance with green apple and orange extracts
Timotei with raisin extracts (greasy roots and dry ends)
Ultra Doux with natural grapefruit and green tea extracts
Le Petit Marseillais appeasing with lemon tree and blue iris extracts
This new type of shampoo corresponds to the new needs of the consumer, searching today for pleasure, well-being, a poly-sensorial experience. The shampoos offer, therefore, fragrances and textures that wake up the senses and offer the consumer the chance to dream...
Shampoos are consequently becoming an experience, an agreeable moment for the consumer. The product is appreciated above its cleansing characteristics and performances.
Nature is omnipresent to evoke pleasure. It allows the link between the virtues of natural ingredients (notably herbs and flowers for the new brand Herbal Essence) and an agreeable perfume.
The notes trendy and young (notably acidulate and sparkling) are restored with the current flavours (Vivelle).
Vivelle Gingembre stimulant
Vivelle Extase de rose
Vivelle Fruits défendus
Vivelle Folie d’agrumes
Herbal Essences Douceur et brillance (aux extrait d’églantier, jojoba et thym)
Herbal Essence Hydra régulateur (aux extraits de bleuet, aloé vera et écorce de cerisier)
Herbal Essence Tonic Equilibre (aux extraits de camomille, aloé vera et passiflore)
These shampoos could be anti-dandruff, dry scalp relief, hair-loss etc.
Their formulas are extremely soft and allow for daily washing
They are usually associated with aromatic notes (Thyme, Eucalyptus, and Mint) to evoke freshness and cleanliness and equally the calming side of the product or the soft flowery or fruity notes for the caring side.
Head & Shoulders
Pétrole Hahn Force The Original Green
Head & Shoulders Classic
Head & Shoulders Freshness with natural menthol
Head & Shoulders Citrus Fresh
Elsève Anti-dandruff for Men
Elsève Thickening shampoo for Men
This type of shampoo puts forwards the creativity, the technical aspect and the efficacy of the products and their formulas: silicones, magnesium salts, vitamins, UV filter systems, purifying agents, concentrated essential oils, serums etc.
These shampoos reinforce, fortify, repair, protect, revitalise, purify, nourish and relax the hair.
Specific formulas are appearing to respond to the new preoccupations: curly hair, smooth hair, anti-age formula, sun protection, shampoo for blonde hair etc.
Pantène Pro V
Jean Louis David
Organics Anti-Age with Collagen E
Organics Hydra Purity
Elsève Intensely Smooth
Kéranove Hydra Purity
Pantene Pro V repair and protective care
Sunsilk Volume shampoo
Sunsilk Aqua Minerals shampoo
Sunsilk for Perfect Curls
Jacques Dessange Active Termo
Jean Louis David Total Repair
John Frieda Highlight Activator
This type of shampoo is targeted at the whole family with an economic price, large bottles and simple olfactory notes, agreeable and appreciated by all.
The offer is not largely segmented and responds to the most basic requests. The formulas are usually soft and apply to all hair types.
DOP Egg Shampoo
DOP Soft Vanilla
DOP 2 en 1 Soft Almond
Consumers are looking for targeted products to which they can correspond. The idea of belonging to a group and to be, at the same time, different is a strong consumer tendency. The segments follow therefore the particular strong growth areas:
- Products for men
- Products by age section (for example 12-25 years)
- Products for blondes/brunettes
This is a particularly strong axe in the beauty hygiene sector. It represents numerous symbols: softness, well-being, freshness etc. Consumers appreciate natural components and the natural trends (products with essential oil bases highlighting quality raw materials) seem the most interesting to follow.
This tendency corresponds to the new consumer requests, looking today for pleasure, well being; a poly sensorial experience.
The shampoo products inspire spa or aromatherapy concepts.
NEW MAN 34337
For a particular type of hair:
- normal hair:
- dry hair:
- greasy hair:
For particular promises:
- hydrating shampoo:
- solar shampoo:
- anti-dundruff shampoo:
NO PELL 34421D
This publication is for information purposes only. It is not exhaustive. This document cannot be used for a publication without mentionning the origin.