Principles of Marketing & Communications in A Digital World:Nutri Hair Dye Case study - Essay Prowess

Principles of Marketing & Communications in A Digital World:Nutri Hair Dye Case study

Principles of Marketing & Communications in A Digital World:Nutri Hair Dye Case study

Principles of Marketing & Communications in A Digital World

Nutri Hair Dye

The new product is Nutri Hair dye for healthy hair. Currently, many people are applying hair dye to change the color of their hair (França et al., 2015). However, most of the hair dyes lead to hair breakage. The Nutri Hair dye is semi-permanent non-oxidative. It has basic or cationic dyes with low molar mass. Also, it has high affinity of hair keratin and it washes off after more than twenty washes. One important aspect about the hair dye is that during application it does not require oxidation reaction. Hence, it will not harm the hair. Also, Nutri hair dye does not reach the cortex which means that it cannot harm the hair. It has up to 35% of conditioning agents as well as lipids for care.  Nutri hair dye contains a mixture of natural ingredients that help in increasing hair volume. They include natural sunflower seed extract and jojoba. It is thick and easy to mix and allows precise results. It provides great hair results due to its quality ingredients.

Nutri hair dye comes in different colors, they include, blonde, grey, deep brown colors, vibrant reds and purple. The hair dye is fit for different hair types and for different races. We understand that our clients have different hair textures and we want to reach out to every person regardless the race and hair type.

It will be packed in small tubes which will be sold at a reasonable price. The type of packaging materials for hair products is vital. One needs to consider its effect on quality, safety, cost as well as marketing of the products to the target market. In this case, Nutri Hair Dye will be packaged in small tubes that are environmentally friendly.

Market Analysis

Hair dyes are among leading types of cosmetics in the market. In Europe more than 60% of women use hair dyes (European Union, 2016). Europe is a global leader in cosmetic world and it is also involved in exportation of the products. The EU has laid down strict rules that help in ensuring that the products sold are safe. Hair dyes meet strict safety requirements to make sure that there is high level of consumer safety. Despite the strict safety requirements, EU encourages innovation as well as competition in the hair industry. Organizations involved in the manufacturing of cosmetics are tasked with ensuring that their products are safe. They need to undergo strict expert scientific safety assessment prior to being released in the market.

In 2017, the UK hair dye market grew by 0.6%, it brought value sales of £317 million. However, in the coming years the growth may be limited due to the aging population (Fisher, 2018). There is a high possibility of changing relevance of the market. Older consumers go for affordable solutions; therefore, they might stop using hair dyes. Nevertheless, the younger consumers are becoming more engrossed in the use of hair dyes. They are concerned about their hair and for brands to gain loyalty, they need to introducing enough aftercare that help in preventing hair breakage. Most of the companies are investing in temporary and semi-permanent hair due to the rise of natural hair trends.

There are three types of hair dye in the market. They include temporary, semi-permanent and permanent hair dyes (European Union, 2016). The temporary and semi-permanent hair dyes are non-oxidative. Therefore, they do not penetrate in the hair instead they coat it. They can easily be washed out using shampoo. Permanent hair dyes, on the other hand, are oxidative. They are widely used as they account for 70 to 80% of the coloring products in the European cosmetic market. The EU recommends that hair dyes should list the ingredients used in hair dye formulation. Moreover, companies are required to include safety warnings on labels. 


Mainly, women choose hair dyes that match their individual style. Also, they use hair dyes to hide white hair. However, the hair dyes have different chemicals that can be toxic. Hence, women purchase hair dye based on the toxic levels. Some of the leading hair dye brands that have less effect on the hair include, original & mineral (Eluxe Magazine, 2018). It is an Australian brand which is commonly used by top models and celebrities. The brand was one of the first company to manufacture professional grade ammonia, resorcinol and PPD free permanent hair color. Therefore

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