Bianca Balti models Préférence Wild Ombrés.

What’s new in haircare, skincare and anti-aging products? FMCG Business talked to some of the movers and shakers in these categories, to find out what’s trending.

L’Oréal New Zealand is the third largest haircare# manufacturer in New Zealand, selling Garnier Fructis, and L’Oréal Paris Elvive and Hair Expertise ranges.

Bianca Balti models Préférence Wild Ombrés.
Bianca Balti models Préférence Wild Ombrés.

The grocery haircare market has seen steady growth over the last five years, adding over $4.1 million in sales*. L’Oréal has been a key contributor, up $6 million (+100.2%) as the Garnier and L’Oréal Paris brands have established themselves in the grocery channel. “All L’Oréal’s brands are in growth# and we anticipate this will continue as we bring further meaningful innovation to the NZ market,” says Nicky Richman, Senior Brand Manager.

Innovation is a key growth driver and the last 12 months have seen the L’Oréal group launch new franchises such as Fructis Goodbye Damage and Elvive Fibralogy.

“Elvive Fibralogy is our latest scientific revolution, which comprises a shampoo, conditioner and serum. It contains the thickening ingredient Filloxane, which penetrates the hair fibre and expands from within. It has a cumulative effect, so hair looks thicker wash after wash^”.

Elvive also recently entered the bulk pack market, launching 700ml shampoo and conditioner in their top four franchises – Total Repair 5, Colour Protect, Smooth Intense and Arginine Resist. Sales of larger pack sizes (above 400ml) have jumped by 14.3% to reach 16.3% share of Shampoo & Conditioner#, so the launch of Elvive 700ml will meet this consumer demand, explains Richman.

She adds: “A key value driver in the haircare category is extending consumers’ regimes and encouraging trade up to treatments. The L’Oréal group’s treatment portfolio includes Fructis Sleek & Shine Serum, which is the No.1 treatment in the market+, and Elvive Extraordinary Oil which is the No.1 oil+ in the market.”

Data sources:

# Aztec Total Key Accounts, Total Haircare ex styling, value sales, MAT to 20/4/14 and L’Oréal YTD 20/4/14

*Aztec Total Key Accounts, Total Haircare ex styling, value sales, full year 2009 to 2013

^Instrumental test after five uses of shampoo + conditioner + serum

+ Aztec Total Key Accounts, Total Haircare ex styling, Treatments value sales, MAT to 20/4/14 and   L’Oréal YTD 20/4/14

Fashion phenomenon

One of the latest hair colour trends, the layered-colour look, with dark roots and light ends is fashion’s “it” phenomenon, the style that the world’s VIPs are loving right now. For the first time in at-home hair colouring, it’s now possible to create a wild, luminous, layered-colour look by lightening only the ends of the hair for permanent results with Préférence Wild Ombrés, the first Ombre home hair colour kit by L’Oréal Paris. This easy to use formula, with a specially designed brush applicator allows consumers to achieve a two-tone colour finish, to give hair that fashionable ombrés look. After application the conditioning shampoo leaves hair feeling healthy and smooth for a professional finish.

The Préférence Wild Ombrés range was launched in New Zealand in April and is available in two different shades.

Category leader

Bio-Oil is a specialist skincare product known to help reduce the appearance of scars and stretch marks. However it can also help to alleviate the symptoms of ageing skin, dry or dehydrated skin, and uneven skin tone.

The market is increasingly aware of the benefits of using good quality oils as skincare products, which is reflected in the growing number of oil based products that are now available in stores.  Bio-Oil is a “dry” oil that absorbs quickly into the skin and so won’t leave it feeling greasy.

BDM Grange Senior Brand Manager, Kate Feek, told FMCG Business: “Bio-Oil is proud to be able to say that it has been in New Zealand for over 10 years, and continues to lead the scar and stretch mark category*. Its formulation has actually remained unchanged since it was first launched in South Africa over 25 years ago, and during that time there have been various clinical trials carried out which substantiate the different claims that Bio-Oil is able to make.”

This positioning is further supported by the ongoing testimonials that Bio-Oil receives from consumers about their success stories and the different ways they use Bio-Oil. In addition, Bio-Oil is the brand most recommended by GPs and midwives for reducing the appearance of scars and stretch marks (as researched by Colmar Brunton).

Bio-Oil made a return to TV earlier this year, with a second burst scheduled for August, plus there is further activity planned during October with the ongoing support for the New Zealand Breast Cancer Foundation.

*Aztec scan sales – Total key accounts value sales MAT to Dec 13

The full length feature, including Nielsen data, is available in the July edition of FMCG Business. The FMCG Business team endeavours to produce a monthly snapshot of category news and highlights, based on information from participating clients, plus a table of the freshest Nielsen data available at time of print. If you wish to contribute news for upcoming category reports, please contact trubanowski@intermedianz.co.nz

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