The US is the biggest salon hair care market in the world, and salon sell-through dropped by almost 8% in 2017 according to Kline PRO 2017 full-year data, yet sales to consumers of shampoos, conditioners, and hair-styling products from professional brands are thriving.
So where are the sales happening?
- Sephora, Ulta, and Bluemercury are all seeing double-digit increases in their sales of salon hair care products.
- The launch of Amazon’s Salon & Spa platform makes the online retailer a key player by enabling professional brands to expand their online presence.
- Smaller and larger brands alike are seeing increases that far surpass the growth in the salon channel by focusing on a “multichannel” approach and expansion outside of salons.
What are the drivers?
- In many cases hair stylists don’t receive proper training to be great salespeople and many consider themselves more as artists and have no interest in selling product.
- Salons often operate in a limited space without room for properly merchandising and retailing hair care products to their clients.
- The growth of online shopping has resulted in more professional hair care marketers turning their focus to both online and brick-and-mortar stores to boost their sales.
Learn more in Kline’s Professional Hair Care Retailing: Channel Analysis and Opportunities. The report takes a closer look at the phenomenon of online and off-line professional product sales through retail channels.