The US is one of largest market for hair care products around the world. The market is characterized by the presence of several global multinational companies in this space and the frequent and constant innovation and launch of technologically improved hair care products. Being a mature market, the hair care industry has grown at a rather slow pace in the last five years. Product saturation and high price competition amongst the players, coupled with economic slowdown of the country have resulted in the modest growth of the US market as compared to some other emerging countries.
Shampoo being the most common hair care product can be found in almost every household of the country. Initially developed to control dandruff, shampoo has a come a long way to address several other hair related concerns by virtue of constant innovation. The shampoo market in the US has witnessed modest growth in the last five years.
Hair conditioners are complementary product used along with shampoo for the purpose of obtaining better and effective results and achieve healthier hair. Conditioners help to restore moisture and strength to hair after it has been shampooed and after chemical services like relaxing or coloring.
Most people in the US style their hair every day, at least to some extent. Millions of women use hairspray to set their hairstyle, straightening crème or lotion for flat-ironing, mousse to add volume or hold curl, which showcases the necessity of styling products in the country. Men have been known to use hair gel and sprays to set their hair in the desired hairstyle.
Over 75.0% of the adult women in the US were known to color or dye their either hair due to cosmetic practice (cover grey hair) or become more fashionable or restore their original hair color after being discolored by bleaching or hair dressing processes.
L’Oreal’s product portfolio of conditioner products included popular mass segment brands such as L’Oreal Paris, Garnier; professional segment brands such as L’Oreal Professional, Redken, Matrix and Kerastase and multi-cultural brand Carol’s Daughter.
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