Visitors of the 49th edition of Cosmoprof Bologna in Italy, the largest beauty trade show held in Europe, were not disappointed after exploring the latest market offerings from the beauty industry in 2016. While the show focuses on all aspects of beauty treatments from head to toe, this year’s edition seemed to highlight professional hair care for men and the world’s phenomenon of “plexes.”
From cutting, trimming, coloring, to braiding, conditioning, and styling, show attendees could simply enjoy the art of hairdressing embracing both the traditional and non-traditional tools of the trade. These ranged from simple shavers to the latest innovation in the form of a hair regrowth laser used in salons or at home. While the at-home beauty devices market in 2015 sees the emergence of hair regrowth lasers, Alcántara Cosmética is the first marketer to marry its professional hair care line for hair loss and aging, Traybell, with a hair regrowth laser that can also be used by consumers in the privacy of their homes. According to the recently published Beauty Devices: Global Market Analysis and Opportunities report, the hair regrowth category is growing at a noticeable rate in both Europe and the United States. Due to its popularity, more professional hair care marketers are expected to embrace this trend in the future.
Since 2015, the hairdressing industry throughout Europe has been experiencing inconceivable growth in the number of male consumers and barber salons offering services catering to male hair grooming. Indeed, the concept of a mobile barber bus, launched at the show and featuring the latest line of professional male grooming products from the H.Zone Professional brand (Renée Blanche), is not new in the beauty industry, but definitely a novel concept in the world of barbers.
Hair conditioning and reconstruction dominate not only the new lines for men grooming, such as Essential Beard (H.Zone), but are the prime focus of hair care in 2016 for both men and women. The world of hairdressing—more particularly hair coloring—has initiated a fight for less damaging hair coloring procedures in the form of bond multiplying systems, originally introduced by Olaplex. This acclaimed two-step product system used during the hair coloring process to reconnect broken hair bondshas been registering worldwide success by gaining global penetration of more than 300,000 salons since 2015. Indeed, the shelves with new product launches displayed at Cosmoprof in Bologna have been filled with a myriad of “plex” versions, such as SealPlex from Helen Seward, Violett Plex from Alcántara Cosmética, Omniplex Professional from FarmaVita, Nirvelplex from Nirvel, Oxplex from TMT, Link-D from Elgon, and DiksoPlex from Dikson.
Moreover, marketers such as HSA Cosmetics with Eslablondexx bond multiplying system move one step further by revealing at the show its latest product: a hair color line called Eslablondexx Color, with the bond multiplier included inside the coloring formula.
The emergence of bond multiplying systems and the positive reception from consumers to them provides marketers and salon owners an improved in-salon hair coloring services and, most importantly, a note of hope in bringing back customers who have been limiting their salon visits and spending by coloring their hair at home. To learn more about the bond multipliers category, please refer to the upcoming edition of Salon Hair Care Global Series report covering the individual performance of key European markets, such as France, Germany, Italy, the Netherlands, Poland, Russia, Spain, Turkey, and the United Kingdom.