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Germany hair care market: Hans Schwarzkopf & Henkel dominated industry during 2012

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PR-Inside.com: 2014-04-01 04:15:02
Hair care in Germany was clearly dominated by Hans Schwarzkopf & Henkel in 2012, with a value share of 31%. The company slowly increased its value share throughout the review period. The company owes its lead to its good reputation in hair care in Germany, and its leading position in a number of hair care categories, including standard shampoos, colourants, conditioners, styling agents and perms and relaxants. The company´s brands Schwarzkopf Poly, Taft, Schauma and Gliss drive sales. In addition, the company continuously launches new products in hair care following the latest trends to remain competitive.

In 2012 the trend in hair care was towards "free-from" products. More and more products free from silicone were launched in the German market to meet consumers´ demand for silicone-free hair care products. In the 1980s manufacturers started to use silicone in hair care products in order to repair damaged hair. However, the first silicone hair care products on the market weighed down the hair, and therefore gave hair care products containing silicone a negative image.

This reputation remains, although due to much more experience in the field of research with silicone in hair care, according to trade sources products containing silicone do not weigh down the hair any longer, as was the case 30 years ago. The trend towards silicone-free hair care products is broadening out to other active ingredients, such as products free-from parabens, paraffin, sulphate and ammonia.

Over the forecast period hair care is expected to become even more differentiated, with more products targeted towards specific consumer groups or specific consumer demands. Manufacturers are expected to follow the trend towards more specific hair care products, including age-specific products, products targeted towards different hair conditions and products with different added-value, whether for dry hair, damaged hair or coloured hair.

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