A revolution in hair styling
Strong consumer demand for hair management and control
transforms the global
straightening market beyond recognition.
It is no longer about 'just straightening' - but a world of
new terms and new outcomes.
The three largest global beauty markets are key users of these
new hair styling technologies and products.
Hair straightening offers the market today what hair
colouring offered in the late 1990s
Hair straightening is no longer a one-size fits all category.
Innovative technologies and products have
, creating one of the most dynamic haircare categories.
Demand for hair control is growing exponentially due to these new
products and also demographic and lifestyle changes.
Numbers of consumers styling their hair in order to control it have
Innovative solutions, which offer flexibility and choice in the type
of straightening/smoothing, now meet a wider range of women's demands.
These technologies and brands are being successfully rolled out globally to
consumers in Latin America
Asia and Europe
– all populations with
totally different hair types.
Haircare, and specifically control, is a key category in the top
three global beauty markets. Brazil
, remains the
largest hair straightening
market in the world with its
insatiable demand for hair combability solutions and products.
women, despite the apparent contradiction,
are intensive users of hair control technologies. While in the
new hair straightening and smoothing treatments have become mainstream
because they offer styling versatility to every type of - African American, Caucasian, Hispanic - hair.
Straightening, in little more than a decade, has undergone
a total reversal
of fortunes. Up till recently, it was a
category: the chemical relaxer.
Sales were mainly restricted to ethnic consumer segments and
few alternatives were available. Then, new methods and technologies
emerged in Asia and Latin America
, they were enthusiastically adopted
by frustrated consumers. and won significant market share in their
countries of origin. Within a few years, these multiple
technologies had been rolled out
worldwide - widening the consumer base globally all the while.
What was a monolithic straightening category has
fragmented into and across many new technologies -
the chemical, the chemical free and tools.
Their market is the many millions of consumers who
want convenient, and personalised styling, such as
hair management, curl control and defrizzing.
These categories have entered a virtuous growth cycle:
more consumers and publicity, sales increasing all the time.
In contrast, chemical relaxing has not benefited from this demand and sales
The new mega hair straightening market is fully explained
in our Global Haircare: Consumer Behaviour/Regimes and Market
. Contact for details
A 35 minute webinar
which explains the global hair straightening / smoothing
market is available. Contact for details.