Marché Capillaire France

Hair Care - France

Euromonitor International : Country Sector Briefing

June 2010

Hair Care France

 Euromonitor International Page i

List of Contents and Tables

Headlines ................................................................................................................................................................. 1

Trends ...................................................................................................................................................................... 1

Competitive Landscape .......................................................................................................................................... 2

Prospects .................................................................................................................................................................. 3

Category Data ......................................................................................................................................................... 3

Table 1 Sales of Hair Care by Subsector: Value 2004-2009........................................................... 3

Table 2 Sales of Hair Care by Subsector: % Value Growth 2004-2009 ......................................... 4

Table 3 Hair Care Premium Vs Mass % Analysis 2004-2009........................................................ 4

Table 4 Sales of Styling Agents by Type: % Value Breakdown 2005-2009 .................................. 4

Table 5 Hair Care Company Shares 2005-2009 ............................................................................. 5

Table 6 Hair Care Brand Shares by GBN 2006-2009..................................................................... 5

Table 7 Styling Agents Brand Shares by GBN 2006-2009............................................................. 6

Table 8 Colourants Brand Shares by GBN 2006-2009................................................................... 7

Table 9 Salon Hair Care Company Shares 2005-2009 ................................................................... 7

Table 10 Salon Hair Care Brand Shares by GBN 2006-2009........................................................... 8

Table 11 Hair Care Premium Brand Shares by GBN 2006-2009 ..................................................... 8

Table 12 Forecast Sales of Hair Care by Subsector: Value 2009-2014 ............................................ 8

Table 13 Forecast Sales of Hair Care by Subsector: % Value Growth 2009-2014........................... 9

Table 14 Forecast Hair Care Premium Vs Mass % Analysis 2009-2014.......................................... 9

Hair Care France

 Euromonitor International Page 1

HAIR CARE IN FRANCE

HEADLINES

• Hair care sales declined by 3% in current value terms in 2009, to EUR1,731 million.

• Despite consistent efforts in terms of innovation, marketers failed to buoy hair care sales.

• Up by less than half a percent in current value terms, colourants was the only positively growing category

in hair care in 2009.

• Negative growth in both value and volume terms prompted manufacturers to intensify promotional activity

thereby reducing average unit price.

• L’Oréal SA led hair care in 2009, with a value share of 27%, in a rather concentrated competitive

environment.

• Hair care sales are expected to fall by 9% in constant value terms over the forecast period.

TRENDS

• Marketers were disappointed not to be able to buoy hair care sales in 2009, despite their efforts to develop

branding and product visibility. All categories other than colourants decreased in volume, as consumers

appeared to adopt a more pragmatic approach to hair care consumption, always looking for the best value

for money. Even in colourants, and despite a real breakthrough in innovation, volume continued to growing

faster than value, indicating that promotional activity has not stopped and brand loyalty is still rather weak

in the category.

• Although hair care is an intensely competitive market, flooded by numerous innovations, sales in this sector

declined by 3% in current value terms in 2009, to EUR1,731 million. Hair care never experienced positive

current value growth during the review period due to the high maturity the sector. Consumer behaviour

towards hair care has progressively changed in recent years, becoming more and more demanding, driving

for the best possible price in shampoos and conditioners. Meanwhile, some products such as gels in styling

agents were no longer fashionable, which acted as a drag on overall sector sales.

• Colourants managed to grow by 1% in volume in 2009 and just under half a percent in current value.

Colourants recovered during the last couple of years due to the combined influence of the economic crisis

and the launch of fast-acting and thus more convenient products. French consumers are increasingly busy

and have less time and money to regularly go to salons, explaining why the 10-minute colourants saw such

significant growth.

• The overall decline in turnover forced players

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