Just because you were born with it, doesn’t mean you have to like it: the colour of your hair, that is. Nor do you have to live with it: not with the myriad hair-dye products available on the market today. But which brands do Australians prefer?
Just because you were born with it, doesn’t mean you have to like it: the colour of your hair, that is. Nor do you have to live with it: not with the myriad hair-colouring products available on the market today. Indeed, in the 12 months to March 2013, 23% of Australians aged 14+ purchased home hair-colouring products in an average six-month period (down from 24% in the 12 months to March 2009).
A recent study by Roy Morgan Research shows that in the 12 months to March 2013, the top three hair-colour brands were L’Oreal (purchased by 6% of the population), Clairol (4%) and Garnier (3%) — just as they were five years ago.
While women are the most likely to have purchased home hair dyes (35%, down from 36% in the 12 months to March 2009), 11% of men (down from 13%) also bought them in an average six-month period.
While L’Oreal is the clear favourite among the total population, Clairol is more popular among those aged 50+. Among male consumers, the targeted brand Just for Men is second in popularity after L’Oreal.
Source:Roy Morgan Single Source (Australia), April 2012 –March 2013, n = 20,767.
Angela Smith, Group Account Manager — Consumer Products, Roy Morgan Research, says:
“Over the last five years, the home hair-colouring market has been dominated by L’Oreal, Clairol and Garnier. Schwarzkopf/Napro is also an important player and tends to be preferred by the younger age groups, particularly those aged 14-24.
“L’Oreal is the brand preferred by most age groups, and by both genders. However, Aussies aged 50+ were more likely to purchase lines branded under Clairol.
“In this competitive market, it’s important for hair-colour manufacturers to have an in-depth understanding of their customers, and to communicate their point of difference from other brands in a way that appeals to their particular audience."
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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