Development of China's Hair Care Market and Competition Among International Brands
2024-12-10
According to data from the Head Leopard Research Institute, the scale of China's hair care market grew from 433.9 billion yuan in 2017 to 655 billion yuan in 2023, and it is expected to reach 827.9 billion yuan by 2027.
Under such market prospects, major beauty companies have accelerated their market deployment.
At the recently concluded seventh China International Import Expo, over 20 brands showcased dozens of overseas hair care products from more than ten countries and regions, including the UK, the US, and France.
Among these products, there were the debut of high-end brands under L'Oréal, innovative products from popular brands such as Dove, Pantene, and Clear, as well as some niche brands with distinctive selling points.
In recent years, influenced by various hair colors and emerging hair dyeing methods of idol groups on social media, the attention to fashionable perms and dyes has been rising,
with discussions exceeding 340,000 and an annual growth of 115%. However, fashionable and attractive perms and dyes have also led to many hair quality damage and color fading issues.
Data from Mintel shows that the usage rate of fragrance personal care products increased from 66% in 2022 to 69% in 2023, with fragrance hair care products being the most popular.
As bathroom time is a personal healing period, consumers are willing to use hair care products to obtain a better sensory experience and efficacy, thereby gaining a positive hint of "self-pampering" that lasts all day.
With increasing competition and severe product homogenization, more and more hair care brands have realized the importance of emotional value.
Therefore, brands are innovating at the product and marketing levels, providing consumers with multi-dimensional emotional value to create a differentiated advantage.
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