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Last month, P&G's brand Rejoice officially launched its premium fragrance hair care -- rejoice French “small bottle” customized for the CS channel. Currently the series covers five SKUs, each priced at RMB 99, nine times compared to the price of the 190ml green Rejoice bottle priced at RMB 9.9. This move is also regarded as R&G’s ambitious entry into the high-end fragrance hair care market.
According to data by Mintel, retail sales of China’s hair care market reached RMB 42.459 billion in 2017. It is estimated that the figure will reach RMB 53.636 billion by 2021.
In the United States, hair care is also a fast-growing market. According to statistics by NPD, hair care was the smallest yet the fastest-growing segment in 2018, up by 25% and premium hair care products up by 26%.
Industry professional estimates the total value of high-end hair care market in China has amounted to RMB 5 billion. Statistics show that the number of high-end hair care consumers is increasing every year. The sales of high-end products are increasing in all areas. In key cities, nearly one fourth of the consumers are already using high-end products. Approximately 40% of the female consumers have expressed willingness to try premium hair care products. All these indicate consumers’ growing attention to and acceptance of high-end hair care products.
The enormous market potentials, the rapid growth rate, and the continuous introductions of high-end hair care brands are all testimonies to the booming of the premium hair care segment as well as its upcoming explosive growth.
As a resource sharing platform for China's cosmetics industry chain, China Beauty Expo (CBE) has been working hard to perceive every subtle change in the industry from an international perspective and spare no effort to promote innovation and upgrade in every aspect of the industry chain. Always providing opportunities to find business opportunities in the beauty industry.
As an absolute leader in the cosmetics industry with insights into market opportunities, CBE is able to present new innovations each year to create new experiences for our visitors. For the 25th CBE, a brand-new hall, W7 High-End Hair Care, is launched, with the aim of introducing international premium brands, facilitating the development of local brands, and creating new market opportunities to accelerate the growth of the high-end product segment.
Increasing personalization, CBE bringing goods from all over
With an increased purchasing power and growing needs for personalization and differentiation, hair care products are no longer merely daily necessities for hair cleaning. Consumers are paying more attention to raw materials, formulas, design, visuals, and user experiences as well as lifestyles and values advocated by brands. Therefore, a multitude of key words have emerged, high-end, fragrance, high-tech, amino acids, and silicone-free formulas. There has been a shift of gravity from the mass market to high-end segments, and from mass production to personalization and customization. It’s clear that differentiated niche segments are what brands are working towards.
According to a 2018 report on the cosmetics industry, of all hair care categories, the attention to basic hair care products rose rapidly, accounting for more than 70% of the total. Of all the needs for hair care benefits, hair loss prevention and hair growth ranked the top two, with attention level at more than 80%. There are also strong needs for premium hair care and exclusive niche brands have become the most preferred choices for young consumers.
Currently, high-end local hair care brands are hot sellers. Products priced between RMB 50 to 100 are the most favored by consumers. In the context of consumption upgrading, young consumers like to follow famous bloggers, and are more inclined towards concepts such as silicone-free formulas, fragrance, amino acids, and natural plants. Young people who seek individuality are even willing to spend more than RMB 100 for high-end shampoos.
Therefore, CBE 2020 will feature a wide spectrum of high-end local and international hair care brands, covering all possible new needs. The brand-new Hall W7 High-End Hair Care will present categories such as shampoos/conditioners, scalp care, hair styling, and hair colorants.
Feedback from the last edition of CBE shows that international brands such as L’Oréal Paris, LUX, Dove, CLEAR, Mane 'n Tail, VinnyRaye, Horse Oil, Jubilee Gardens and AGE 20’s, and local brands, such as Lovefun, seeyoung, Houdy, SAVOLHERB, Haservey, Manting, Répand, Kustie and DIFASO, will all exhibit at CBE 2020.
Next year’s CBE is expected to further expand the list of exhibiting brands to present a wider range of high-end hair care products from all over the world at Hall W7.
CBE will launch an exclusive hair care festival to promote for high-end brands
According to data from the 24th edition of CBE, of all daily chemical brands, hair care represented 15%, ranked second only to skincare. The local hair care market is fiercely competitive, where only the fittest survive. The needs for premium products have been a powerful driver behind the growth of quality brands. As a result, an exclusive hair care festival is planned to be held in Hall W7 during CBE 2020.
CBE, which has been exploring and cultivating the Chinese market for years, boasts an unparalleled advantage in channels. Hall W7 is expected to attract quality worldwide buyers from both online and offline, including cosmetics chain stores, supermarkets, community stores, stores for moms and babies, as well as mainstream social media and shopping platforms such as KJB2C.com, Taobao, Tmall, JD, and youzan.com.
CBE also join forces with hundreds of media partners, list includes cosmopolitan.com, rayli.com, alimama.com, tv.sohu.com, Beauty, meiyou.com, Tao Xiao Pu, Kuai Xiao Pin, and those dedicated to the cosmetics industry, such as cosmetic-news.net, c2cc.cn, 5588.tv, Guangzhou Feng Jianjun Marketing & Planning Co., Ltd., and Dong’er Culture Media. Media teams will cover exhibitor signup, warmups, and onsite exhibition to maximize visibility of the hair care festival.
By bringing together hand-picked exclusive hair care brands from across the globe, CBE is making every possible effort to empower the entire cosmetics industry and support the drive for hair care industry’s shift to high-end products.