L‘Oreal Brandstorm Haircut Study

Topics: Hair care, Dandruff, Hair Pages: 112 (18097 words) Published: January 1, 2013
Haircare Synopsis y p China + ASEAN + India on women
A synopsis on hair care based on U&A and fundamental studies conducted up to Feb 2011

1

1) How big hair care market is ? 2) What means “ideal hair” ? 3) What kind of hair do Asian women have? 4) What kind of concern do Asian women have? 5) Wh t H i What Haircare P d t do they use? Products d th ? 6) What about need and gap? 7) Wh t about fragrance? What b t f ? 8) Who is the main competitor in this region? 9) H How i i is important sachet format? t t h tf t? 10) What are the trends in the Haircare Market? 3

P6 P21 P31 P36 P43 P78 P100 P110 P138 P153

Total Asia in Volume
800 000

Weight of Haircare in L’Oréal Turnover ASIA PACIFIC
4% 17% 4% 4% 4% 19% 18% 30% 31% 33% 52% 44% 47% 49% 18% 27%
Others Make‐Up Skincare Hair Care

700 000

600 000

500 000

400 000 400 000

300 000

200 000

100 000

00 2004 2005 2006 2007 2008 2009 2010 2011

The weight of haircare is growing and is quite similar to 4 skincare in volume

Beauty market survey 2010

Worldwide Cosmetic TTL Market

Worldwide
12% 13% 16% 6% 4% 16% 32%

AsiaPacific
Hair Care Hair Color Styling Skincare Make‐Up Fragrances Toilettries 6% 4% 16% 5% 3% 20%

46%

The weight of Haircare in Asia compared to worldwide is higher showing the importance of Haircare, though styling and hair color are not so popular.

5

1) How big hair care market is ?

For volume estimated => 12 sachets = 1 unit India market is including hair oil

6

Cosmetics Market size
Japan
Value Make-Up Skincare Hair Care 3 532 870 8 084 477 5 168 360 Weight 21% 48% 31% % Evol -2 +3 0 Value 466 637 1 697 287 428 977

Korea
Weight 18% 65% 17% % Evol +2 +11 +3 Value 956 340 4 508 826 2 889 780

China
Weight 11% 54% 35% % Evol +4 +10 +7

Thailand
Value Make-Up Skincare Hair Care 201 479 6 082 612 08 314 271 Weight 18% 5 % 54% 28% Evol +7 +7 +1 Value 121 436 66 846 661 8 6 725 969

India
Weight 8% 44% % 48% Evol +17 +15 5 +14 Value

Indonesia
Weight 14% 40% 0% 46% Evol +10 +14 +9

145 733 406 209 06 09 466 031

France
Value Make-Up Skincare Hair Care
Source: DIM 2010

Philippines pp
Evol +5 -1 +1 Value 62 593 305 823 476 338 Weight 7% 36% 56% Evol +11 +6 +12

Weight 17% 49% 34%

Skincare the most important segment i t t t except in India, Indonesia and Philippines All positive evolution in haircare except Japan 7

675 828 1 929 325 1 329 460

RECAP Asia Pacific Mass haircare Market
JAPAN KOREA North Asia CHINA HONG KONG TAIWAN Greater China THAILAND MALAYSIA SINGAPORE INDONESIA PHILIPPINES ASEAN INDIA AUSTRALIA NEW ZEALAND Asia-Pacific

Japan is the more important country for Haircare

All positive evolution except in Japan and New Zealand

Hair Care 36% 3% 39% 29% 1% 1% 31% 3% 1% 0% 4% 5% 14% 13% 2% 1% 100%

Evol -1% 2% -1% 6% 4% 1% 6% 5% 8% 8% 9% 5% 6% 13% 6% -2% 4%
8

DIM M 2009 - Euros

8

RECAP Asia Pacific Mass haircare Market
JAPAN KOREA North Asia CHINA HONG KONG TAIWAN Greater China THAILAND MALAYSIA SINGAPORE INDONESIA PHILIPPINES ASEAN INDIA AUSTRALIA NEW ZEALAND Asia-Pacific

Shampoo 28% 3% 31% 39% 1% 2% 42% 3% 2% 1% 6% 5% 17% 7% 2% 0% 100%

Evol -3% 0% -2% 6% 2% 1% 6% 5% 9% 7% 8% 2% 5% 10% 6% -2% 3%

Conditioner 47% 8% 54% 18% 1% 1% 20% 4% 1% 1% 2% 10% 17% 2% 6% 1% 100%

Evol -3% 4% -2% 7% 1% -2% 7% 7% -1% 1% 17% 30% 10% 11% 20% 4% -3% 2%

Treatment 51% 2% 53% 5% 1% 1% 7% 1% 0% 0% 0% 1% 2% 37% 1% 0% 100%

Evol 3% 8% 3% 12% 15% -1% 11% 0% -2% 2% 3% 10% 28% 6% 15% 25% -3% 8%

While China is 39% of the shampoo market, Japan is 47% of the market conditioner market and 51% of the treatment market in value. Importance of India on the treatment market (hair oil) DIM M 2009 - Euros

9 9

Net Sales from Countries

In ASEAN hair care and skincare are Top2 categories
Mass  1158,4 117,3 79,2 271,2 , 761,3 277,3 235,1 232,2 142,6 3 302,6 Salon 93,3 69,5 63,9 0 0 0 0 0 0 226,7 Selective 0,9 0,1 0 127,9 , 249,3 26,1 0 7,1...
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