Professional Haircare Market US - Hair Coloring, Hair Design
(US Hair Salon Business)

Key words: Hair, salon, spa, color, texture, curl, perm, style, shape, smooth, relax, weave, therapy, cosmetology, professional, beauty, nails,

Salon haircare is regarded as non-discretionary expenditure for women and men because groomed hair - however defined - is a crucial element of a work-appropriate dress code.

Coloring and hair design/styling services underpin the quality salon market business which has outperformed the sector and is the most resilient segment.

The salon consultation and customised service guarantee higher spending and drive sales of premium services and products.

The US salon market is worth approx 60bn$US. Diagonal Reports conducted a series of in-depth interviews with specialist US salons in order to identify changes and market opportunities in the professional haircare sector. Research focused on the full service or quality hair salon/spa segment.

Coiffed hair is seen as an essential part of the workplace dress code for large numbers of women, and also men, in the labor force. For the majority of women, this means not just hair that is cut and styled, but colored or, more specifically, highlighted. For others it is a cut with smoothing/texturising or waving.

Hair salon spending is now non-discretionary for salon core clients –middle income, professional women. These customers spend on quality salon hair services to guarantee that they meet their workplace appearance code and, as always, for their social lives.

Coloring hair transforms appearance and/or covers greying hair. Hair color is the top services in this quality salon segment, accounting for at least half of salon revenues but coloring can reach 80% of revenues for individual salons. This compares to less than 20% in the budget salon sector. Salon coloring business grew by an average of almost 10% in 2008.

Color growth is outstripping overall salon revenues and this positive trend will continue. Many women cannot or will not highlight their own hair and must use a salon. Salons maintain that, even as the economy continues to soften, their clients may visit the salon less often but will not stop spending on their hair, nor will large numbers migrate to budget salons.

Hair straightening or smoothingcontinues to be the most popular hairstyle among women, and thus the top styling service in salons/spas. However, the total dominance of straight hair is waning, and there are signs that styling fashions will be more mixed in the future.

A burst in demand for blowout styling which began in early 2008 took the salon sector by surprise. The demand for blow-drying is a very welcome development for salons that suffered in recent years when a combination of the fashion for straight hair and the popularity of retail irons saw many consumers desert salon styling in favor of using irons at home.

The hair damage business is growing strongly in salons due to increasing numbers of people with not only damaged hair but also more severely damaged hair than previously was the case. The hair treatment business is booming in salons as society values a youthful appearance and hair loss or thinning hair are very obvious signs of aging or ill health.

Almost half of quality salon clients buy products in the salon for at-home use. Salons are becoming a more important channel for sales of innovative formulations and high margin premium brand products. According to Diagonal Reports' research, prestige hair care increased by over a third compared to a flat mass market in volume terms. These high spending color clients are the most open to buying services and products to protect and maintain their expensively highlighted or coiffed hair.

The hair salon/spa visit has become a much anticipated “treat” for time and money pressed women. It allows for some convenient and guilt free pamper time for the many millions of women who now justify it as a necessary workplace expenditure. A salon visit allows women to balance their lifestyle – that is, to take care of themselves in a reasonable length of time.

Clients pay a premium price for skilled staff who are able to customize styles for each client. This contrasts with mass market salons, where a “one-size-fits-all” look is the only one available, because staff are trained only to reproduce a very limited range of styles and cuts.

However, salon staff must consult with their clients to discover what they want so they can identify and sell the required service and product. Salons tell Diagonal Reports that true consultation is a dialogue with the client. But this is a lost art in the industry as people became obsessed with ‘technology and techniques’

Outperforming salons emphasise that personal attention and relationship with the client - the basis for a quality premium - is now more important than ever. Salon clients want to be made feel comfortable, staff to be approachable. As one salon manager noted, “Post 9/11, people want intimacy, a connection, humanity...”

This new report, Professional Haircare Market US, focuses on identifying the factors which drive sales in salons. This country report is based on an analysis of in-depth discussions with leading US salons conducted in May and June 2008. It compares and contrasts data from previous (1999, 02, 04, 06, 07) US salon market reports

Title: Professional Haircare Market US
Previous US Hair and Beauty Salon Reports
US Salon Market
US Salon Market
US Day Spa Market
Dental Spa Market
Med Spa Market
Cosmetic Lasers

Table of Contents of US Professional Haircare Market
US Beauty Market Reports
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