The hair dye market has lately proven to be one of the most dynamic segments of the non-food FMCG market, seeing an at least 15% growth rate per year. Accounting for a rather low share of the non-food FMCG market, hair colouring products are a segment fought over by giants such as P&G and L'Oréal. In 2007, the market of hair colouring products amounted to 147.5 million RON (over 44 million euros), according to a survey by research company Nielsen. This means around 6% of the cosmetics market, estimated at 730 million euros by market players. For this year, players say the growth trend will maintain, with the hair dye market to reach almost 170 million RON (over 47 million euros). "The factors contributing to this rise are both the widening of the age target and the increase in the usage frequency. In addition to female consumers starting to dye their hair at a younger age, they have also become more concerned with their looks and started to use hair care products more often," explains Monica Chemente, trade marketing manager of Papillon Laboratoires Cosmetiques.
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