Henkel sees bounce in lo­cal hair mar­ket


Henkel (Thai­land) Ltd, the mar­keter of Sch­warzkopf pro­fes­sional hair prod­ucts, ex­pects Thai­land’s hair­care mar­ket to re­cover this year af­ter flat growth in 2017.

Dheerasak Trid­hip, gen­eral man­ager of Beauty Care Pro­fes­sional, Henkel Thai­land, said the coun­try’s hair­care mar­ket is ex­pected to re­sume growth of 5% this year to 4.2 bil­lion baht be­cause of the eco­nomic re­cov­ery, im­proved con­sumer spend­ing, and dig­i­tal me­dia.

“Thais are more fash­ion­able and the com­pany found the num­ber of Thai men curl­ing their hair in­creased by 50% last year,” he said. “And with the el­derly pop­u­la­tion ris­ing in Thai­land, de­mand for hair colour­ing treat­ment is ex­pected to flour­ish.”

In ad­di­tion, the num­ber of beauty sa­lons in the coun­try in­creased to about 40,000 from 30,000 last year.

Mr Dheerasak pre­dicted pro­fes­sional hair prod­uct sales are promis­ing given Thai­land’s age­ing so­ci­ety.

“Hair colour­ing prod­ucts are now in high de­mand among the el­derly in Ja­pan, and we hope the trend will hit the Thai mar­ket in the near fu­ture,” he said.

Thai women typ­i­cally visit a beauty salon ev­ery 3-4 months for their hair treat­ment, while the el­derly visit a salon ev­ery month and a half to cover their grey and white hair, said Mr Dheerasak.

He said Thai­land’s hair­care mar­ket stayed flat last year at about 4 bil­lion baht, the first time in the past 6-7 years growth stalled, which he cred­ited to the do­mes­tic eco­nomic down­turn.

Mr Dheerasak said the eco­nomic turn­around has made com­pe­ti­tion in hair­care prod­ucts fiercer this year, with ev­ery brand launch­ing new prod­ucts.

De­spite stiff com­pe­ti­tion, the com­pany wants to grow its sales by dou­ble-dig­its this year, helped by two fa­mous in­ter­na­tional hair­care brands: Joico and Zo­tos. It in­cluded them in its prod­uct port­fo­lio at the end of last year af­ter its par­ent com­pany in Ger­many ac­quired Zo­tos In­ter­na­tional, the North Amer­i­can pro­fes­sional hair busi­ness of Shi­seido Com­pany last year.

“With this ac­qui­si­tion, we can reach all seg­ments of the beauty salon and cus­tomer groups. We hold a strong sec­ond place in the Thai mar­ket,” he said.

The com­pany has al­ready in­te­grated the op­er­a­tions, as­sets and other sys­tems of the two hair brands un­der the Sch­warzkopf pro­fes­sional busi­ness and started to sell Zo­tos and Joico since Jan 3 of this year, said Mr Dheerasak.

Mr Dheerasak (cen­tre) poses with lead­ing hair­styl­ists and am­bas­sadors of Sch­warzkopf.

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