We closed March with a trip to Beauty Düsseldorf and Top Hair International, two of the biggest beauty trade shows in the DACH region. During the three bustling days, we noticed an emphasis on customization, digitalization, naturalness, and men’s care in the salon hair care area, while beauty devices seem to be taking center stage in professional skin care.
Individuality and uniqueness for millennials is a major topic for the newly launched brand from Henkel, Authentic Beauty Concept. This brand targets millennials and focuses on celebrating the authenticity and uniqueness of people though hair styling.
Digitalization is another key topic approached by many marketers at this year’s Top Hair International. Schwarzkopf Professional hosts the first ever digital German Hair Dressing Awards with over 3,000 participants since January. Fair attendees had the possibility to view hairdressers’ artistic creations and to vote for their favorite. Not only are the awards available to all hairdressers in the country, regardless of what brands they use, they are also accessible to all through Instagram via #ghda.
In line with the digital approach to marketing, promotion, and education, L’Oréal Professionnel launches a 24-7 online learning platform called L’Oréal Access, as well as a new colorations consultation app called Style My Hair Pro.
Natural continues to be one of the talked about trends in the industry, and marketers such as Kemon celebrate their Actyvabio range, which won the Cosmoprof Bologna 2019 award for natural and organic products.
In Germany, men are increasingly becoming an important topic in the hairdressing world. Not only do men increase their salon visits, but also the number of male hairdressers increases. It was noticeable at the fair how marketers address the men’s care continue to pop up in Germany. Some of the brands promoting their men’s grooming lines at the show were Redken’s Brews, System Professional Men, Sebastian Men, and Graham Hill.
In professional skin care, several marketers emphasized their professional beauty devices. Babor promoted its latest launches, while SHR Germany, who specializes in cosmetic and medical devices, showcased several microdermabrasion devices and hair removal devices.
Peels seems to be a popular product category with Babor introducing its TheraPro peel treatment and Dermalogica promoting its already launched Pro Power Peel.
In terms of ingredients, probiotics remain popular as marketers such as Lailique Cosmetics launch a new brand called Pro Bio Derm, which focuses on probiotic technology for treating skin concerns like acne.
We unveil the various facets of the professional skin care and salon hair care markets in our in-depth reports Professional Skin Care Market: Germany Market Analysis and Opportunities and Salon Hair Care Global Series, which include a standalone volume on the German market. These reports cover professional products sold through all channels of distribution. They are designed to help business executives with timely insights on various market dynamics including market size and growth, sales, competition, new launches, and more.
