Usage of hair colourants soars among British men
Research from market intelligence agency Mintel on hair trends reveals that 46% of British men aged 16-24 have used in-home hair colourants in 2019, inspired by social media influencers and celebrities.
This has grown from 38% in 2018, as more celebrities with bleached hair have been in the media spotlight recently, including Zayn Malik and Love Island’s Jordar Hames.
Indeed, 19% of male in-house colour users say they took inspiration from social media personalities for their latest look, while a further 14% drew inspiration from celebrities/models. And 25% of men used the same colour they have always used when they last dyed their hair, showing they are more likely to experiment with different colours than women.
“Major celebrities like Zac Efron and Zayn Malik, and 2019 Love Island contestant Jordan Hames have debuted bleached or vibrant coloured hair recently, which has resulted in young men feeling encouraged to express their individualism through their hair colour,” said Alex Fisher, associate director for beauty and personal care at Mintel.
The research also found that usage of at-home colourants has declined among women aged 65 and over from 36% to just 27% in 2019, as more women embrace a more natural look.
“Dissatisfaction with the anti-ageing rhetoric has meant fewer older women are now using colourants, instead, accepting their naturally grey hair. This movement gained momentum in the summer of 2017 when Allure magazine announced it would no longer use the term ‘anti-aging’. Since then, a number of celebrities have spoken out about embracing ageing including Salma Hayek, Helen Mirren and Daniel Craig,” Alex Fisher continued.
There is in fact an overall trends towards going natural, with sales of in-home colourants declining in value by 2% to £311 million in 2018. The market value of semi-permanent colour grew by 1% from 2017-18 to reach £13.2 million, while permanent colour fell by 2% to £218 million.
“The growth of temporary colour has not outweighed the decline of permanent colourants. The trend towards ageing naturally means permanent colourants must seek a new heartland, while younger consumers’ expectations for exciting and changeable looks give brands the opportunity to become the experts of at-home techniques,” Fisher said.
But while 71% of adults think hair colourants should be made using natural ingredients, this can have an impact on how vibrant the result is. And this is a problem in a category that relies on end colour result to meet customers’ expectations.
“Formulation is important and can be difficult to change without affecting efficacy. While semi-permanent dyes can seem less damaging, many consumers are bleaching their hair underneath to get these vibrant results, causing a lot of damage by itself. Many colourants brands are incorporating natural claims where possible, without interfering with the basic chemical reactions that create the vibrant results people want,” Alex concluded.
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