Top-selling salon hair care brands are those that have the highest sales in the market, but is that enough to earn them an automatic spot on the shelf?
There is high competition for shelf space in salons. Nearly 1,100 brands have been tracked by Kline PRO U.S. so far this year. With this many brand options, it is crucial for manufacturers to have a command of sales dynamics not only in the marketplace as a whole but also to understand their brands’ performance and that of the competition where they have a presence, in order to optimize distribution and sales.
Kline’s new Salon Distribution Benchmarking: Performance Insights of Companies, Brands, and SKUs in U.S. tool shows that some top-ranked brands outperform others when an analysis is done within the universe in which a brand is stocked. Aveda, ranked fifth in overall sales, has the most significant impact on salon retail product sales when it is stocked. Salons selling Aveda more than double the retail sales compared to those that do not. Salons stocking leading brand Redken also perform better than those that do not but only by a margin of 3%.
| Brand Rank From Q2 2022 Kline PRO US Projected Data | Product Sales Per Salon Index of Salons Stocking the Brand Vs. Those Not Stocking the Brand | |
|---|---|---|
| Redken | 103 |  |
| Matrix | 87 | |
| Olaplex | 160 | |
| Biolage | 71 | |
| Aveda | 211 | |
| Pureology | 121 | |
| Paul Mitchell | 85 | |
| Amika | 95 | |
| Moroccanoil | 117 | |
| Goldwell | 133 | |
The relationship between brands and salon services is an important factor in product positioning as services account for 93% of all salon revenues. Salons selling Olaplex report service revenues 55% higher than those that do not, and Goldwell is right there at +54%. Therefore, Goldwell may have an edge as the average service revenue of its stocking salons is higher than any other in the top 10.
| Brand Rank From Q2 2022 Kline PRO US Projected Data | Service Sales Per Salon Index of Salons Stocking the Brand Vs. Those Not Stocking the Brand | |
|---|---|---|
| Redken | 111 | |
| Matrix | 108 | |
| Olaplex | 155 | |
| Biolage | 81 | |
| Aveda | 145 | |
| Pureology | 120 | |
| Paul Mitchell | 87 | |
| Amika | 99 | |
| Moroccanoil | 122 | |
| Goldwell | 154 | |
The ability to “look under the hood” provides context and meaning to data. Kline has leveraged the power of the more than 3,000 salons in its Kline PRO U.S. panel to create the Salon Distribution Benchmarking: Performance Insights of Companies, Brands, and SKUs in the U.S. The dashboard provides you the ability to select specific brands and SKUs to view the quality of distribution and the health of stocking salons. Key performance indicators such as numeric and weighted distribution and weighted ROS, among other measures, are available to assist with assessing distribution and range. To see this digital dashboard in action, contact us today for a demo.
