Women aged 18-44 are generally the prime target for hair colourant brands. As the population is ageing, brands need to increasingly focus on older adults to develop their portfolio.
L’Oréal with its Excellence Age Perfect, and Schwarzkopf with its Keratin Color range have successfully launched their mature hair colourant range. These brands saw a boost in sales because the products were positioned for mature hair, claiming to deliver 100% grey coverage, blended regrowth, and younger, fuller-looking hair.
Brands need to tailor products for older consumers and engage with them as 46% of consumers say that colouring your hair keeps you looking younger.
Convey broader message of looking younger
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