research on haor color

8/9/2019 Research on Haor Color

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GITAMINSTITUEOFMANAGEMENT

2010

RESEARCH ON

HAIR COLOR

DEBRAJ & AVTAR

V I S A K H A P A T N A M


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Contents

1)Introduction2)Aimofstudy3)Types4)Applicationtechniques5)Basicaspects whichaffectmarketers6)HaircolormarketinIndia7)Factors thatinfluenceconsumer behavior8)Healthhazards9)Questionnaireusedinthe surveyprocess10)Surveyresultfindings11)

Recommendations

12)Conclusion


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Introduction

Hair Dye,or Hair Color,is achemicaltoolthatis usedtochange

the color of a person's hair. Hair dye is used mostly to change

gray hair, since gray hair is a sign of an advanced age. Younger

people thatusedhairdyeuse itas a fashion statementor simply

because they want to change theirhaircolor. The Romans have

been known to be interested in changing hair color and historyrevealed that theycreatedovera hundredrecipes thataremade

outofnatural ingredients but unfortunately itcouldonly darken

hair.In Renaissancetime, blonde was apopularchoice becauseit

was considered to be angelic and attractive. In 1907, Eugene

Schuler, the founder of L'Oreal, created the first synthetic hair

dye, butit wasn't widelysold. Therehas beenconcernabouthair

dye since scientist is trying to find out if there is a link between

haircolorandcancer.


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AIM OF STUDY

Studyofhow individuals,groups & organizations select,

buy,use & disposeofgoods, services,ideas orexperienceto

satisfytheirneeds & wants.

Provides clues for improving or introducing new

products or services, setting prices, devising channels,

craftingmessages & developingothermarketingactivities


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TYPES OF HAIRCOLOR

The four most common classifications are 'temporary', 'semi-permanent', 'demi-permanent' (sometimes called 'deposit only')

and "permanent".

Temporaryhaircolor

Temporary hair color is available as rinses, shampoos, gels,

sprays, and foams among others. This type of hair color istypically brighter and more vibrant than semi-permanent and

permanent hair color. Temporary color is most often used to

color hair for special occasions and is often used in unusual

shades forevents,parties, co splays,and Halloween.

The pigment molecules in temporary hair color are large and

cannot penetrate the cuticle layer. Instead, the color particles

remain adsorbed (closely adherent) to the hair shaft and areeasilyremoved withasingle shampooing.

However,even temporaryhaircolorcanpersist if theuser's hair

is excessively dry or damaged, allowing for migration of the

pigments totheinteriorofthehair shaft.

Semi-permanenthaircolor

Semi-permanent hair dye has smaller molecules than temporary

dyes,andis thereforeabletopartiallypenetratethehair shaft. For

this reason, the color will survive repeated washing, typically 4-5

shampoos. Semi-permanents contain no, or very low levels of

developer, peroxide or ammonia, and are therefore safer for


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damaged or fragile hair. However, semi-permanents may still

contain the toxiccompound P-Phenylenediamine orother such

ingredients.

The finalcolorofeach strandofhair willdependon its originalcolor and porosity, so there will be subtle variations in shade

across the wholehead. This gives amorenaturalresult than the

solid, allover color of a permanent dye. However, it also means

thatgrayor whitehairs willnotdyetothe same shadeas therest

ofthehair.If thereareonlyafewgray/whitehairs,theeffect will

usually beenough for them to blend in, butas thegray spreads,

there willcomeapointwhereitwillnotbedisguisedas well..

In this case, the move to permanent color can sometimes be

delayed by using the semi-permanent as a base and adding

highlights.

Semi-permanentcolorcannotlightenthehair.

Demi-Permanenthaircolor

Demi-permanenthaircoloris permanenthaircolorthatcontains

an alkaline agent other than ammonia (e.g., ethanolamine,

sodiumcarbonate) and, whilealways employed withadeveloper,

theconcentrationofhydrogenperoxideinthatdevelopermay be

lower than used with a permanent hair color. Since the alkaline

agents employed indem-perms areless effective inremovingthe

naturalpigmentofhairthanammoniatheseproductprovidelittle

tono lighteningofhair's colorduringdyeing. As theresult, theycannotcolorhairtoalighter shadethanit was beforedyeingand

areless damagingtohairthantheirpermanentcounterpart.

Demi-permanents are much more effective at covering gray hair

than semi-permanents, butless sothanpermanents.


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Demi-permanents have several advantages as compared with

permanent color. Because there is essentially no lifting (i.e.,

removal) of natural hair color, the final color is less

uniform/homogeneous than a permanent and therefore more

natural looking; they are gentler on hair and therefore safer,

especially for damaged hair; and they wash out over time

(typically 20 to 28 shampoos), sorootregrowth is less noticeable

and ifachangeofcolor is desired, it is easier toachieve. Demi-

permanent hair colors are, in essence, permanent color and the

darker shades in particular may persist longer than indicated on

thepacket.

Permanentcolor

All "permanent" hair color products and lighteners contain a

developer,oroxidizingagent,andanalkalizingagent ammonia.

When the tint containing the alkalizing ingredient is combined

with thedevelopercauseachemicalreaction that swells thehair

permitting the tint to enter the cortex, where the melanin islocated. The melanin is lightened and subsumed by the new

color.

The ammonia swells the cuticle of the hair to allow the color

pigments topenetratedeepintothehair shaft.

Permanent color is truly permanent and will not wash out,

although itmay fade. Newhairregrowth willobviously be in the

hair's natural color, meaning that regular monthly or six-weeklycoloring will be essential for as long as the hair color is

maintained.


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Permanent hair color is the only way to dye dark hair into a

lighter shade,and itmust bedone in twoparts: First, thehair is

lightened,andthencoloris applied.

Ways togetridofpermanenthaircolorinclude bleaching (ifyoudon'tminddamageoryellow/orangehair), stripping withacolor

remover (which willreturnhairtoits normalcolorifhairhas only

been dyed with a permanent color once), or just cutting off the

permanentlydyedhair.


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APPLICATION TECHNIQUES

Hair color was traditionally applied to the hair as one overall

color. The modern trend is to use several colors to produce

streaks orgradations,eitherontopofthenaturalcolororontop

ofasingle basecolor. Thesearereferredtoas:

Highlighting, where sections ofhairaretreated withlighteners,usuallytocreate blond streaks.

Lowlighting, where sections ofhairaretreated withdarkerhaircolor.

Thesecan beapplied bythefollowingmethods:

Foils, where pieces of foil or plastic film are used to separateoffthehairto becolored;especially whenapplyingmore than

onecolor.

Cap, whenaplasticcapis placedtightontheheadand strandsarepulledthrough withahook.

Balayage, wherehaircolor is painteddirectlyonto sections ofthehair withnofoils usedtokeepthecolorcontained.

Allapplicationtechniques can beused withanytypeofcolor. For

highlights, the hair will usually have to be bleached before

coloring.


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Basic aspects which affect marketers

How do consumer characteristics influence buyingbehaviour?

Whichfactors influenceconsumerresponses?

Howdoconsumers makepurchasingdecision?

Howdomarketers analysetheconsumerresponse?


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HAIRCOLORMARKET IN INDIA

After LOreal, Godrej and Garnier,thenewplayertoenter the Indian retail market is German major

Henkel-Schwarzkopf.

Today,thetotalhaircolourindustryinIndiais aroundRs.650 crore.

This is further divided into two segments i.e. Retailcategory&Saloncategory.

The Rs.450 croreretail segment, whichis growingata20 percentclipannually.

The two big brands in the salon category aremultinationals LOreal and Schwarzkopf. Industrysources peg Schwarzkopfs share at 24 per cent with

LOrealdominatingat76 percent.


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Factors that influence consumer behavior

Cultural Factors:-Social class, Geographical area &Individualperception.

Social Factors:-Referencegroups & Family.

Personal Factors:-Buyers age & Stage in the life cycle,Occupation & Personalityofbuyer & Lifestyle.


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Health hazards

SKIN IRRITATION AND ALLERGY

Incertainindividuals,theuseofhaircoloringcanresultinallergic

reactionand/or skinirritation.

Symptoms of these reactions can include redness, sores, itching,

burning sensation and discomfort. If any of these symptomsoccur, alert your hair colorist immediately so that they can

remove the color. Symptoms will not always be present right at

theapplicationandprocessingof the tint butcanalsoariseafter

hours orevenaday.

To help prevent or limit allergic reactions, the majority of hair

color products recommend that the client conduct a patch test

beforeusingtheproduct. This involves mixinga smallquantityof

tintpreparationandapplyingitdirectlytothe skinforaperiodof

24 hours. If irritation develops, manufacturers recommend that

theclientnotusetheproduct. A skinpatchtestis advised before

theuseofeverycoloringprocess, sinceallergies candevelopeven

afteryears ofuse withnoreaction.

Adverse reactions can result from both at-home and salon hair

coloringproducts,as similarchemicals areusedin both settings.

In some cases, allergic reactions are caused by the aniline

derivative and/or p-Phenylenediamine (PPD) found in

permanenthaircolor.


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HAIR BREAKAGE

Hairthathas beendamaged byexcessiveexposuretochemicals is

considered 'over-processed'. This results indry,roughandfragilehair.Inextremecases,thehaircan be sodamaged that it breaks

off entirely. This is especially true for Afro-textured hair,

especially if used in combination with relaxers. Treatments are

available buttheonlyreal solutionis to stoptheuseofchemicals

untilthehairrecovers.

Itis advisedthatcoloredhair bedeepconditionedregularly,and

washed and conditioned with gentle products specificallydesignedforcolor-treatedhair. This willhelpkeepthehairintact,

as wellas ensuringthatthecolordoesn'tfadeas quickly.

SKIN DISCOLORATION

Skin and fingernails are made of the same type of keratinizedprotein as hair. That means that drips, slips and extra hair tint

aroundthehairlinecanresultinpatches ofdiscolored skin. This

is more common with darker hair colors and persons with dry

absorbentskin.

This discoloration willdisappearas the skinnaturallyrenews itself

andthetoplayerof skinis removed (typicallytakes afewdays or

atmostaweek). Agood waytopreventdyediscolorationis toputa thin layer of Vaseline or any oil-based preparation around the

hairline. It is recommended that latex gloves be worn to protect

thehands.


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MARKET SHARE OF DIFFERENT COMPANIES

0

5

10

15

20

25

30

35

40

45

GODREJ L'OREAL REVLON OTHERS

Series 1

Series 1


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EXPENDITURE ON ADVERTISEMENTS


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ADVERTISEMENTS SLOT


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QUESTIONARIRE USED IN THE SURVEY

PROCESS

Whydoyouusehaircolor?Which branddoyouprefer?

Whydoyoupreferthis brand?

Areyou satisfied withthis brand?

Ifyes, whatis thereason?

Haveyouusedanybrand before?

Ifyes, whatwas thatbrand?

Whatis thereasonfor switchingoffthe brand?

Willyoutryifanew brand with betterqualitycomes intothemarket?


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Survey result findings

Family income is oneof themain things whichdecided thekindofproductbought.

Godrej hair dye is the most used hair dye in the Indianmarket

Influenceofcelebrities likemovie stars & cricketplayersInfluenceofadvertisements.Coveringgreyhair.Fashion consciousness i.e. need to look smart & trendy is

anotherreasonforusingthehairdye.

Easy to apply and have a long lasting effect is the mainreasontousethehairdye.


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Recommendations

Localcelebrities should beusedtoendorse.Introduceonetimeusepackets.Promotionvialocal saloons.College sponsorshiptopromoteamongtheyouth.


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CONCLUSION

We are now on the threshold of modernity of new

trends. Hair color is one of the features of modern

trends.Manypeoplealsousehaircolortocovertheir

grey hair. Now it is used by almost every one as a

fashiontrend. But we shouldapplyitcarefullysothat

itdoes nothaveanyhealthhazards and we shouldnot

faceanyproblemfromit.

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