1. HAIR CARE IN CANADA
27 Jun 2011
HEADLINES
In 2010 hair care grows by modest 2% in current value terms to reach C$1.5 billion
Emphasis on product development and marketing is on salon-quality care
Push for salon-quality hair care in retail represents challenge for salon products and sales, forcing salon
products to reconsider choice to emphasise exclusive image and quality
Unit prices edged up on the wave of product development, but consumers’ cautious attitude and search for
discounts limits extent of price increases
L’Oréal Canada and Procter & Gamble together account for over half of all hair care sales in Canada in
2010
Hair care sales projected to see modest 1% constant value CAGR over forecast period to achieve C$1.6
billion in 2010
COMPETITIVE LANDSCAPE
L’Oréal Canada and Procter & Gamble remained the two leading marketers of hair care products in
Canada, at the end of the review period with a combined value share of 56%. L’Oréal had a slight
edge over Procter & Gamble, which is chiefly due to L’Oréal’s strength in colourants, salon hair care
and styling aids.
Although Procter & Gamble ranked second in hair care, its Pantene brand ranked first in Canadian
hair care sales in 2010 with a value share of 8%, registering a gain over 2009. The brand is
particularly strong in standard shampoo, conditioners and 2-in-1 products. It is also among the top-
ranked in styling aids. The brand receives strong support from the company, with continuing product
development (most recently the Pantene Curly line of hair care products for curly hair) and strong
investment into marketing and advertising to maintain a high degree of brand awareness. In fact, in
2010 the Pantene brand was officially “re-launched” with a new look and emphasis on a customised
approach to hair care. The revamp reportedly led a simplified approach to hair care identifying four
major hair care requirements – fine, medium-thick, curly and colour. This led to a reduction in the
number of SKUs, making it easier for customers to find products according to their needs. The
company called it “problem solution merchandising”. The brand re-launch was accompanied by an
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2. innovative advertising campaign featuring real female customers as opposed to celebrities and
models, thereby bringing Pantene products more in touch with the average user.
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3. NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
Alberto European (Alberto-Culver Co), Alberto VO5 (Alberto-Culver
Alberto-Culver Canada Inc
Co), Nexxus (Alberto-Culver Co), TRESemmé (Alberto-Culver Co)
Amway of Canada Ltd Satinique (Amway Corp)
Avon Canada Inc Avon (Avon Products Inc)
Down Under Naturals (Belvedere International Inc), European
Belvedere International Inc Formula (Belvedere International Inc), Nature's Organics (Belvedere
International Inc)
Chattem (Canada) Inc Selsun (Sanofi-Aventis)
Combe Inc Grecian 2000 (Combe Inc), Just for Men (Combe Inc)
Diamond Products Inc Toni (Diamond Products Inc)
Innovative Brands LLC Pert Plus (Helen of Troy Ltd)
John Paul Mitchell Systems Inc Paul Mitchell (John Paul Mitchell Systems Inc)
Joico Laboratories Inc Joico (Shiseido Co Ltd)
Kao Brands Canada Inc John Frieda (Kao Corp), KMS (Kao Corp)
Garnier (L'Oréal Groupe), Garnier Fructis (L'Oréal Groupe), L'Oréal
Couleur Experte (L'Oréal Groupe), L'Oréal Excellence (L'Oréal
Groupe), L'Oréal Féria (L'Oréal Groupe), L'Oréal Préférence (L'Oréal
L'Oréal Canada Inc
Groupe), L'Oréal Professional (L'Oréal Groupe), L'Oréal Studio Line
(L'Oréal Groupe), Matrix (L'Oréal Groupe), Redken (L'Oréal Groupe),
Vive (L'Oréal Groupe)
Lush Handmade Cosmetics Ltd Lush (Lush Ltd)
McCaughey Consumer Products
Finesse (Lornamead Group)
Management Inc
McNeil Consumer Healthcare Nizoral (Johnson & Johnson Inc), Rogaine (Johnson & Johnson Inc)
Other Private Label Other Private Label (Private Label)
Prestige Brands International Inc Denorex (Prestige Brands Holdings Inc)
Aussie (Procter & Gamble Co, The), Clairol Herbal Essences (Procter
& Gamble Co, The), Clairol Hydrience (Procter & Gamble Co, The),
Clairol Men's Choice (Procter & Gamble Co, The), Clairol Natural
Instincts (Procter & Gamble Co, The), Clairol Nice 'n' Easy (Procter &
Procter & Gamble Inc
Gamble Co, The), Clairol Professional (Procter & Gamble Co, The),
Head & Shoulders (Procter & Gamble Co, The), Image (Procter &
Gamble Co, The), Infusium 23 (Procter & Gamble Co, The), Pantene
(Procter & Gamble Co, The)
ColorStay (Revlon Inc), Flex (Revlon Inc), Frost & Glow (Revlon Inc),
Revlon Canada Inc
Outrageous (Revlon Inc)
Shoppers Drug Mart Inc Life (Private Label)
Stiefel Canada Inc Polytar (GlaxoSmithKline Plc)
Dove (Unilever Group), Suave (Unilever Group), Sunsilk (Unilever
Unilever Canada Inc
Group), Thermasilk (Unilever Group)
Wella Canada Inc Wella System Professional (Procter & Gamble Co, The)
Source: Passport by Euromonitor International
© Euromonitor International 2011 www.euromonitor.com

4. FORECAST
DEFINITIONS AND METHODOLOGY
Hair Care
This is the aggregation of shampoos, styling agents, 2in1 products, perms and relaxants, colourants
and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair,
are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips,
combs and brushes.
Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis
© Euromonitor International 2011 www.euromonitor.com