Posted: September 4, 2014
The dynamic and hard-to-track professional hair care market continues to evolve each year, wrote Carrie Mellage, vice president – consumer products, Kline Company, in a recent blog post. Care products, consisting of shampoos and conditioners, is the fastest growing category, advancing 3% globally in 2013. The conditioners category remains vibrant, particularly the treatment segment, which has begun to shift away from oils in favor of multi-benefit and hybrid products, a trend spurred by Revlon’s Uniq One.
Hair colorants are also gaining share, driven mainly by the continuation of the low/no ammonia trend that began in 2009 with the launch of INOA by L’Oréal Professionnel. In 2013, the segment evolved into new sub-segments, such as colorants with conditioning properties and those that are free from potentially harmful ingredients. The popular low/no-ammonia segment surged by 41% in North America, but still has relatively low penetration—especially when compared to Western Europe, which represents the majority of the segment’s sales.
Further, scalp care products and treatments are increasingly hitting the scene. In many Asian markets, scalp treatments are a common pampering service offering by salons. In the United States, sales of scalp care products sold in independent salons surged by 9% in the first quarter of 2014, according to data from the Kline PRO database, which aggregates transactional data from a national panel of salons each quarter. Due to high activity in the scalp care arena, Kline will be taking a closer look into the segment in the 2014 edition of its Salon Hair Care Global Series.
Newer online retail concepts are also gaining steam. Madison Reed sells high-end DIY hair coloring kits directly to consumers on its website. Likewise, eSalon offers hair coloring products online, starting with a detailed online consultation and ending with the delivery of custom-mixed color with personalized instructions. Meanwhile, the Beauty Systems Group arm of Sally Beauty Holdings has legitimized the channel with the launch of Loxa Beauty, a new online platform that takes all stakeholders into consideration. It specializes in selling salon products to consumers while supporting salon professionals through an online sales commission.