Mintel explores the newest hair color tendencies in India

At-home hair colouring stays some of the persistent hair color tendencies in India. It’s the popular selection for almost all of Indian shoppers, with over half opting to color their hair to cowl greys. Shopper preferences are pivoting in the direction of comfort, pace, and ease, presenting a notable alternative for manufacturers within the hair color market in India to discover revolutionary codecs.

Nevertheless, manufacturers within the Indian hair color market additionally face the problem of profitable again former customers (those that declare to haven’t colored their hair within the final 12 months), who’ve shied away as a consequence of issues about scalp/pores and skin irritation, dry hair, and harm related to hair colouring.

Comfort and longevity emerge as high preferences for at-home gray protection.  The first motivation behind hair colouring is to cowl gray hair, notably amongst Indian Gen X shoppers. As this demographic proceed to age, the pure transition to gray hair turns into extra obvious. Looking for to take care of a youthful look, almost two-thirds of Gen Xers prioritise easy-to-use when selecting an at-home hair colouring product. 

Manufacturers can spotlight the class’s handy and time-saving options to resonate with shoppers’ evolving life. For instance, the Indica Simple Shampoo Hair Color comes with two pairs of reusable gloves in a multi-use pump pack, providing shoppers a handy and mess-free utility expertise.

This choice for comfort extends to minimising the necessity for frequent touch-ups to hide greys. Thus, long-lasting color additionally ranks among the many high three components thought-about by Gen X at-home hair color customers. In line with Mintel GNPD, 71% of hair color launches in India characteristic long-lasting claims between October 2022 and September 2023. 

Innovating with merchandise that match the pure hair color may also cut back the necessity for frequent touch-ups, thereby decreasing the effort and time required for hair color upkeep. Godrej Skilled Wealthy Crème, for example, has a spread of shades to accommodate the spectrum of pure Indian hair colors so shoppers can discover a shade that intently matches their particular shade.

Protecting claims and pure protected elements to reengage former hair color customers. Over half of former hair color customers agree that there’s a lack of haircare merchandise to take care of colored hair. Moreover, about 4 in ten of this cohort agree that hair colouring makes the hair very dry. To entice these customers again, manufacturers within the hair color market can concentrate on protecting claims reminiscent of moisturising, and anti-hair loss properties, highlighting the usage of pure, protected and clear elements. 

Whereas botanical/natural is a number one declare in India’s hair colourant launches, manufacturers can innovate with different ‘cleaner’ claims reminiscent of paraben-free and vegan that are nonetheless area of interest in India and may help place hair colourants as safer to make use of. Increasing product strains to incorporate a complete vary of hair restore options may also entice these clients. For instance, assist hair well being via pre-colour therapies that assist put together, situation and shield the hair, making it extra receptive to color whereas decreasing potential harm.

Alternatively, post-colour merchandise reminiscent of deep conditioning masks, leave-in therapies, and serums particularly formulated to restore and nourish the hair after publicity to sturdy pigments and bleach can reengage these shoppers.

In India, there’s a rising curiosity amongst shoppers in trendy hair colors. Manufacturers can capitalise on this pattern by introducing experimental codecs that make at-home colouring a extra dynamic and thrilling expertise.

Moreover, manufacturers can transition in the direction of holistic options, providing shoppers an entire routine that maintains the longevity of their hair color and ensures total hair well being.

Aligned with the rising choice for pure elements in magnificence and private care merchandise, the demand for pure elements in at-home hair colourants ranks among the many high three components influencing shopper buy selections. Mintel analysis means that incorporating pure elements into user-friendly formulations can prolong a model’s attain by 18%, probably partaking 78% of hair color customers.

Align with the newest tendencies in shopper behaviour and discover our in depth Haircare Market Analysis right this moment.

Subscribe to our e-newsletter, Highlight, to get free content material and insights delivered on to your inbox.