Market Trends of China Hair Care Industry
This section covers the major market trends shaping the China Hair Care Market according to our research experts:
Increasing Expenditure on Advertisement and Promotional Activities
Haircare is gaining immense popularity among all consumer groups in the country. The primary reason for this popularity is directly related to the aggressive marketing campaigns mainly directed toward young consumers. Furthermore, advertisements promote that energy drinks ignite scalp health and enhance hair quality. For instance, as part of the promotional strategy, key players like Pantene, a P&G brand, partnered with Virgin V Festival North for campaignings, aimed to offer a VIP experience for key media and influencers to create a social media buzz for the Pantene brand. Also, Pantene partnered with one of the UK's most popular festivals, which helped the brand to reach out to some of the UK's most prestigious media outlets and social media influencers.
Growing Demand for Conditioners in China
The market for conditioners has witnessed significant growth in recent years owing to the availability of specialized products catering to the varied needs of the entire demographic. Also, the market is highly competitive, with vendors competing based on product differentiation, portfolio, and pricing. It is making the key players spend more on research and development to launch innovative products in the market that can meet the customer requirements. In 2017, Henkel Beauty Care launched Schwarzkopf Extra Care Sun Repair Spray Conditioner in China. It has a high-performing formula with Monoi- Flower Extract and UVA/UVB filters, which repairs the hair from damage caused by sun and saltwater, and protects it from drying out. Also, consumers in the country prefer vitamin-infused hair care products, especially hair conditioners. Therefore, key players such as Suave, a Unilever brand, offer vitamin-infused Revitalizing Conditioner that contains Vitamin E, C, and B5 to boost strength and vibrancy.
