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MARKETING RESEARCH OF THE PRODUCT MARKET OF HAIR CARE MEANS

1. Description of the goods. four

2. Characteristics of demand. five

3. Characteristics of the market. 6

4. Consumer segmentation. eight

5. Analysis of the filling of market segments with the proposal. 9

6. Calculation of the annual capacity of the market. 13

References: 17

The market for hair care products consists of hair washing products (shampoos, gels), conditioners, masks, sprays, and hair creams. In this paper will be considered the most popular means of buyers.

The essence of the product is to meet the needs of people in hair care (washing, conditioning, treatment). Of the entire range of hair care procedures, washing is the most important component, as it pursues both hygienic and cosmetic purposes, therefore shampoo is the most purchased hair care product.

Hair balm performs several functions, it neutralizes the alkaline environment that created the shampoo, protects hair from tangling and gives them shine. Balm provides additional nutrition and moisturizing hair, restores their structure and composition.

Hair masks exist to ensure that hair always looks healthy, well-groomed and shiny and provides extra hair care. Hair mask has the ability to penetrate into the inner layers of the hair, providing good nutrition and moisturizing, strengthens and restores the hair structure.

Hair care products are consumer products. By the nature of consumption, they are a commodity of short-term use, as they are consumed in several receptions. Shampoos, balms and hair masks are products that are regularly used in personal, family consumption, therefore, they are classified as everyday goods.

Shampoos, balms and hair masks are the best hair care products, as they are available for different types of hair, ages, skin types. According to the monitoring of retail sales of ACNielsen, shampoos occupy about half of the market of hair products. Shampoo has clear advantages over soap, because it foams well even in hard water, and also contains natural plant ingredients and vitamins, it is intended for daily use, because the pH corresponds to the natural pH of the skin. In the modern world, hair care products are packaged in convenient bottles, products are also available in a mini-format, which is very convenient for people who travel.

According to experts, the Russians still do not perceive the use of shampoo and conditioner as 2 components of the program to solve a specific hair problem, but use the shampoo just as a detergent, and the balm as a therapeutic one. Many consumers do not quite understand what hair masks are intended for, considering that a balsam-conditioner is enough to leave, such a gap in the consumer's mind provides additional information for thinking for manufacturers. Recently, Unilever launched an updated collection of hair care products under the Sunsilk brand. It includes 8 series of hair care products, and the company emphasizes that each product of the series (mainly series consisting of shampoo, conditioner and caring cream) is designed to help customers achieve the desired result, for example, maximum volume or smoothness, and not just clean or moisturize hair. The criteria for separation are age, lifestyle and gender of the consumer.

They note that today on the shelf at the consumer is 3-4 shampoos of different brands - this is the qualitative change in the shampoo market. The buyer is increasingly forming a culture of using personal care products.

In our time, the demand for hair care products has become massive. In addition, there are groups of products of the company, the demand for which, most likely, will not change at all or will change only slightly. First of all, these are hair care products (shampoos, balms, etc.) Shampoos are used by more than 90% of the population, balms and conditioners are less common - according to some estimates, about 40% of the population, as a rule, women use them. As the shampoo market comes to a saturation stage, an increase in the demand for accompanying hair care products, such as hair masks, conditioners and other balms, is expected.

The following consumer characteristics of hair care products contribute to stable demand: attractive packaging and labeling, color, smell, texture, purpose, medicinal properties, comfort and convenience of using the product, as well as the optimal ratio of price and quality of goods. All the above characteristics create an additional incentive to purchase, stabilize demand, increase the number of trial purchases and increase the popularity rating. Demand is determined not only by the above-mentioned characteristics of goods, but also by the characteristics of consumer behavior — the attitude of consumers to these products, which is determined by the psychology of individual perception, as well as the influence of the information environment, including advertising. Even in times of crisis, the demand for shampoos has not only not decreased, but also increased. Thus, a special increase in sales was recorded in February and March, on the eve of the holidays. Experts explain this by the fact that citizens prefer not to give expensive perfumes and consider shampoo to be an adequate gift.

The Russian market of shampoos and hair balms is among the most saturated, and is characterized by strong competition. Many Western companies are already producing products in Russia or neighboring countries, and domestic producers are also strong - the ratio of Russian and imported products is about 50/50. And in this situation, a well-thought-out pricing policy and active advertising support become the key to successful sales.

The largest share in the structure of this market is occupied by shampoos - 65% in monetary terms, the share of conditioners is 17%, however, they are the most dynamically developing category at the moment. This market segment is growing at an average annual rate of 31%.

Table 1 "The most popular brands of shampoos on the market"

Bamboo Alterna - Bamboo Line

This is a new company Alterna. The highlight of this line is a combination of natural bamboo extract and rare healing herbs and flowers from Peru, Indonesia and India, which instantly add shine, strength and elasticity to curls. The line is divided into 3 subgroups, in each of which the means for solving certain tasks are selected:

Smooth - gives smoothness and elasticity to unruly hair. It is based on bamboo extract and candy oil,
Volume - creates volume from the roots, thanks to a combination of bamboo extract and poppy squeeze,
Shine - shine shampoo based on bamboo extract and Indian gooseberry.

Alterna also created two more collections in the bamboo line: for men and for dyed hair with a UV filter. The cost of Alterna Bamboo shampoos from 1500 rubles.

Alterna caviar

This anti-aging line from Alterna, aimed at rejuvenation and the prevention of aging hair. The company's specialists believe that ordinary moisture and conditioning is absolutely not enough to prolong the youth of hair. Therefore, they created an innovative formula called "aging control", which simultaneously works in three directions:

by extracting black caviar and enzymes, it restores hair structure at the cellular level,
starts the process of cell regeneration with ATP and cytokinins,
they stop the processes of oxidation, which break and damage the natural or specified hair color.

For heavily damaged, brittle, splitting, falling hair, which is often subjected to chemical perm and dyeing, Alterna caviar offers a stunning medical complex Alterna Caviar Clinical wiht red clover growth complex.

Red clover, which forms the basis of these products, is a natural stimulant that improves the blood microcirculation. Consists of three products:

Alterna Caviar Clinical Shampoo to stimulate hair growth - a gentle, cleansing shampoo that is suitable for daily use. Removes excess activity of the sebaceous glands, has a slight tonic effect, relieves irritation. Reviews of women using this shampoo say that hair becomes noticeably thicker, more elastic, alopecia (loss) decreases,
serum stimulator for the renewal and revitalization of hair growth - acts precisely in the direction of reducing hair loss. It contains a significant amount of vitamins and trace elements acting on the scalp and root system of the hair. Serum is needed for daily use,
6 vials of weekly Alterna Caviar Clinical Stimulating Serum, designed to treat scalp.

Studies have shown that the correct and regular use of Alterna Caviar Clinical with red clover completely stops the hair loss process. Curls become strong and shiny, well-groomed and healthy. The cost of the full complex is about 8,000 rubles.

Alterna 10 The Science of TEN

Means of this line are designed to care for any type of hair. Her secret is in a combination of ten absolutely amazing components that nourish, restore, compact hair. Alterna 10 shampoos maintain the water balance of the hair and scalp, return shine and keep the color of curls. The complete collection consists of shampoo, conditioner and hair mask, which include:

cocoa extracts, arnica and evening primrose,
Caviar Age Control complexes with black caviar extract and ColorHold color support system,
grape seed oil, incense and white truffle,
Moroccan soap tree bark,
hyaluronic acid.

The cost of the full complex Alterna 10 is about 10 thousand rubles.

Bamboo Color Hold UV +:

-Organic Bamboo Extract: instantly enhances the inner strength and flexibility of the hair. Increases hair resistance to external aggressive environmental factors.,
-Kalahari Melon Seed Oil: nourishes and moisturizes the hair over the entire length, but it does not weigh down. Accelerates growth and restores healthy hair
-raspberry leaf extract: rich in vitamins A and C, calcium and magnesium. Gently cleanses the hair, gives the hair a natural and natural shine,
-Lumbang seed oil: The high content of fatty acids makes it especially nourishing for hair. It has the ability to restore and protect the hair structure from damage,
-Moringa seed oil: strengthens and nourishes the hair, protects the hair from the effects of free radicals. It has a firming and conditioning effect on normal and damaged hair. Protects them from stress and external aggressive factors. Prevents the deposition of microparticles on the hair shaft and prevents exposure to the polluted environment
-sunflower seed oil: UV protection, gives the hair shine and smoothes them,
-panthenol: remarkably retains moisture in the hair, does not allow them to break down and prevents their section.
-Soy Hydrolyzed Protein: fills porous or damaged areas of the hair shaft, strengthening it along its entire length,
-phospholipids: they prevent over drying of the scalp and hair, improve the natural protection of hair against aggressive and negative external factors,

The entire series does not contain harmful components such as:
Sulfates • Parabens • Sodium Chloride • Phthalates • Gluten • Synthetic Dyes • Mineral Oil • Petrolatum • PABA.

Alterna Bamboo Color Hold + Vibrant Color Shampoo. Shampoo Color Protection with UV + filter with bamboo extract.
The soft, sulfate-free shampoo is specially formulated to care for dyed hair and to preserve its bright and rich color.
Packaging:The bottle is made of soft plastic, the cap is equipped with a swivel mechanism and a silicone valve. Problems with the extraction of funds does not occur even at the end of the application due to the elasticity of the bottle.
* turn left-open, right-closed.

Texture:slightly viscous gel, feels like liquid honey.
Smell:sweet floral-herbal, quite intense (I treat him neutral, but I think not everyone will like it). It practically does not linger on the hair, there is a maximum of about 30 minutes.
Foaming very good, which is not quite typical for sulfate-free shampoos. In connection with which it is very sparingly because even a small amount of shampoo results in a whole cap of foam.
Result:I'm completely satisfied. She washes her hair very well even from the first time (but I’m in habit of washing my head 2 times). The paint does not wash out, the color really lasts longer and does not tarnish, it is especially noticeable if the hair is painted in a bright color. Additionally, the hair does not tangle, but does not moisturize, the use of conditioner / mask after it is mandatory. And what else do you need from shampoo? Personally, I do not need more.

Total:Good soft shampoo for colored hair with a good composition, but you should not expect any miracles from it.

Price:1200.
Test period: about 3 years (periodically).
Rating:5.

Alterna Bamboo Color Hold + Vibrant Color Conditioner. Conditioner Protection Colors with UV + filter with bamboo extract
Soft, sulphate-free agent designed to preserve the brightness of the shade of dyed hair.

Packaging and smell identical shampoo, so I will not be repeated.
Texture:quite thick, creamy.
Result:very very mediocre. Humidification is minimal, there is no nutrition at all. Combing does not make it easier, but what can I say to disentangle hair after it in a wet state is almost impossible.
Not economical since during the application, to achieve at least some result, I always want to add another portion.
But It is worth noting that the conditioner is not completely useless, after drying, the hair is in good condition — smooth, shiny, easy to comb, but maybe this is the merit of an exclusive shampoo.

Total:the air conditioner was useless for me personally, so I do not recommend it for purchase. Perhaps my hair lacks sulfates and parabens in the composition.

Price:1200.
Test period: 1 bottle 3 years ago and 1 now (I got it as a gift, I would not have bought it myself).
Rating:2.

My hair:

Thanks for attention!
Kseniya.

The line of cosmetics for hair company Alterna: shampoos with caviar, bamboo

The company has four main product lines in stock: Alterna Ten 10, Alterna Caviar, Alterna Bamboo and Alterna Hemp:

The products of the Alterna Ten 10 range are a luxury series of hair care products. All of them contain 10 active ingredients that comprehensively care about the health of curls, protecting them from negative external factors, as well as loss and fragility.
Alterna CaviarAnti-Aging is a complex based on black caviar extract. Products of this series effectively prevent the aging of curls, eliminating age-related changes in the structure of the hair and significantly improving their appearance. In addition, there are shampoos and care products of the Altern Caviar series, designed specifically for blondes, as well as a special complex for giving volume to a hairstyle.
Shampoos and balms from the Bamboo line are different from the others in the composition of the bamboo extract.
The production of the Hemp branch is based on hemp seed oil. Cannabis seeds are rich in amino acids and other elements involved in the development of keratin. Means of this series make curls strong, smooth and elastic.

Cosmetic forms: oil, mask, shampoo, conditioner and other means

All lines of Alterna products contain a complete “combat” hair care kit:

shampoo
balm
air conditioning
dry shampoo
styling products
travel kits

Whatever problems you face, you can always pick up Altern shampoo that will correct the situation, as well as purchase a balm or a mask from the same series in addition to it.

So, shampoo Hemp NATURAL STRENGHT Shine Shampoo gently cleanses the dull strands and fill them with a healthy glow and shine. Its ingredients supply the necessary vitamins and antioxidants to the hair, which make the hair surface smooth and shiny.

The Alterna Bamboo series shampoo called Color Care UV + is designed specifically to care for colored and damaged hair. His formula is aimed at maintaining a saturated color for a long time after dyeing. Sunscreen shampoo properties allow it to prevent fading of the shade in the sun.

For those whose hair has gorgeous blond colors, suitable shampoo Alterna Caviar Anti-Aging Brightening Blonde, which uses an exclusive technology Color Hold. The shampoo fights with yellowing on the strands, neutralizing the coloring pigments. Like all products of the Anti-Aging series, this shampoo fights against the signs of aging and actively nourishes the hair structure with beneficial substances, which is especially important for bleached curls that have been subjected to intensive influence of negative factors during bleaching.

There are among the means of production of the company Alterna and medical products that fight hair loss and activate dormant bulbs, allowing you to restore the lost volume. The complex Caviar Clinical set is created using red clover, a well-known natural stimulant that activates hair follicles. Means of the complex positively affect the growth rate of new hair, restore the structure of thin and depleted strands, allowing you to avoid damage and breaking off the hair.

Choose your hair care product

Price category: where and how to buy Alterna products

You can buy shampoo or other products from this and other Alterna product lines in stores specializing in the sale of professional hair products. Average prices for products range from 1500 - 5000 rubles per product. Of course, when compared with the mass market, the price is high, but among similar professional hair care products, Altern is a quite affordable product that guarantees a tangible and stable result.

The effectiveness of Alterna increases with the integrated use of all products in the series.

Line Caviar Repair x, Alterna for damaged hair

BC Fiber Force, Schwarzkopf Professional line for deep hair restoration
The secret of the new BC Fiber Force line is the innovative micronized keratin technology, which is crushed keratin identical to natural. It penetrates deep into the structural layers of the hair and improves their strength and elasticity. In addition, the composition of the new line includes caring ingredients: marula seed oil (restores membranes), panthenol (restores the natural balance of moisture in the hair structure), glycerin (smoothes the surface of the hair). The line includes reinforcing shampoo BC Fiber Force, sealing spray conditioner, reinforcing washable conditioner and firming mask BC Fiber Force.

Shampoo "Soothing" Dercos, Vichy for sensitive scalp

The line of caring for normal hair "Moisturizing and care", Nivea
Nivea laboratory specialists have developed a new line of caring for normal hair, which provides effective moisturizing without weighting. Natural ingredients in combination with liquid keratin provide a balanced care, gently cleanse the hair and scalp, restore the surface of the hair, compensate for the loss of moisture and make the hair incredibly soft. Thanks to the soft formula, the products take care of the scalp and hair so carefully that they are suitable even for children.

Hurst Shkulev Publishing

Moscow, st. Shabolovka, house 31b, 6th entrance (entrance from the Horse Lane)

Alterna life

Alterna LIFE is a professional SPA treatment for your curls, combining European innovations and oriental traditions. The composition of the shampoos included completely unique ingredients, for example, Ho-sho-wu rhizome extract, freshwater pearls, extracts of rare oriental flowers. Proteins, fatty acids and enzymes work deep in the structure of the hair, healing and restoring damaged areas. Delightful oriental flavors relax the nervous system, bring peace of mind and peace.

The line Alterna LIFE includes shampoos for a variety of hair types: curly, dyed, thin and weakened. There is even a shampoo, softening effect on the hair of chlorinated water. Reviews of these SPA-tools are the most positive: buyers believe that the effect that these shampoos give is quite commensurate with its price.

Alterna shampoos, of course, are among the most expensive hair care products, and they are not available to everyone.

But it is this cosmetics, as evidenced by numerous reviews, really can give your hair a well-groomed and healthy look, slow down the aging process. Many hair problems - split ends, brittleness, dryness, excessive gouging disappear after 1-2 applications. And complex procedures from Altern generally work wonders and make curls so lively and attractive that they want to touch, enjoying their strength and health.

Alterna hair care lines have a number of undeniable advantages:

do not contain sulfates and parabens,
contain organic substances obtained without the use of chemical fertilizers, pesticides and preservatives, as well as active ingredients of plant origin certified by ECOCERT,
are not tested on animals, do not contain components of animal origin,
possess heat-shielding properties, provide protection against UVA / UVB rays,
safe for the environment.

The basis of Alterna Care includes a bioactive enzyme complex based on enzymes and components, vitamins, minerals and micronutrients that prevent the aging process of hair, protect from the adverse effects of the environment and daily stress.

The basis of the Alterna lines is an enzyme therapy complex containing building components that hair needs to maintain vitality and health.

CAVIAR - products based on the age control complex (aging control) using black caviar extract. It includes three groups of key ingredients, at various levels of warning of visible signs of aging.

THE SCIENCE OF TEN - product line, created in the pursuit of excellence and the highest result. They optimally combine unusual ingredients collected from around the world and able to make any hair extraordinary.

Alterna bamboo - This is an intensive care line of hair care products based on bamboo extract and Kendi Oil.

Alterna hair restoration

The philosophy of Alterna is the idea that you need to take care of your hair as carefully as your skin: do biorevitalization, lifting and regeneration.
Cosmetics for hair from Alterna - a set of tools for salon procedures and home care.
Biorevitalization - for moistening, lifting - for thin or damaged hair that needs extra volume, regeneration - for hair that does not have enough proteins. If an ambulance is required, then molecular recovery is assigned - three-phase care. "Express radiance" - care for healthy hair that lacks shine.

Alterna therapy lasts in the cabin from 30 minutes to an hour. It is important to undergo a course of treatment and properly select additional home care. The duration and content of the course should be determined by the master. IN LINLINE-V.I.F. the master will also give advice on home care.

The Alterna Caviar Line is a powerful range of caring products.designed specifically to combat the signs of aging hair. The active ingredients that are present in each tool are the essence of Caspian caviar, vitamin C and cytokines. Black caviar is a rich source of omega-3 fatty acids that hair needs. Vitamin C is a strong antioxidant with a rejuvenating effect. Cytokines - "informational" molecules that produce cell regeneration in the body. Thus, each tool is endowed with a powerful health effect: hair becomes lively, strong, with a beautiful shine. The effect after the procedures is instant.

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