Henkel's Schwarzkopf sees more big hair days ahead
Wed Jun 6, 2007 3:02pm ET

LONDON, June 6 (Reuters) - Germany's Henkel sees the global haircare market growing by 14 percent by 2010 as fashion-driven consumers turn to more temporary dyes and bold colours, the company behind the Schwarzkopf range said on Wednesday.

The global haircare market for shampoos, dyes and styling products was worth $30.4 billion in 2005 and Henkel expects it will jump by the end of the decade due to more use of colours and "pampering" products like anti-ageing treatments.

Henkel KGaA is one of the world's top five haircare companies with around 15 percent of group profits coming from products under its umbrella brand Schwarzkopf, which sells to professional hair saloons and retail stores.

"We see even more colour being used and generally more frequent product use while pampering products are on the increase," Peter Belcher, head of Henkel's UK and Ireland Schwarzkopf Professional range, said at a briefing.

The Dusseldorf-based group behind brands such as Right Guard, Loctite, Pritt and Sellotape has signed up German supermodel Heidi Klum to front its Schwarzkopf range as it hopes to cash in on a booming haircare market along with other groups such as Unilever Plc/NV, Procter & Gamble Co., Alberto-Culver Co. Inc. and L'Oreal.

Already 60 percent of the UK haircare market is accounted for by colour products and just over 20 percent for shampoos and conditioners, and the trend towards more colour is set to continue as is the increase in protection products for use when hair straightening, Belcher said.

He added over a half of British women colour their hair and a third had their hair straightened in the last six months, and the group has just launched a new Blondme dye saloon product for the four out of 10 British women who have some blond hair.

Henkel, with P&G's Wella and L'Oreal, lead the professional market for saloon products, so are at the forefront of trends such as the growth of hair straightening with three-quarters of British females aged 11-24 acting to banish their curls.

Belcher expects more "natural" products over the next five years and this month the group is launching its Supersoft shampoo and conditioner with yoghurt protein in the UK using ex-Spice Girl Emma Bunting as the face behind the new product.

Source: Reuters

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