The coiffure craze of pastel-coloured hair, sported by the likes of Katy Perry, Nicki Minaj and even Helen Mirren, has tripled sales of temporary hair dye in the last year, bucking an overall decline in the industry.
UK sales of temporary hair colour grew from £1m in 2013 to £3m last year, largely driven by celebrity styles, according to Mintel.
“Temporary hair colour products have seen a big jump in value in 2014, driven by the breadth of recent innovation and experimental nature of the segment,” said Roshida Khanom, senior personal care analyst at Mintel.
She added that celebrities’ hairstyles have “given consumers encouragement to think beyond natural shades, if only for a day.”
Katy Perry turned up to the Grammy Awards on Sunday night sporting lilac locks, a similar shade to that usually worn by Kelly Osbourne.
