With salons forced to shut their doors because of the coronavirus pandemic, the professional hair care industry witnessed a shift in demand (roughly +15%) in Q2 vs. Q1 2020 for hair care products that help maintain color and manage roots, according to Kline PRO USA. Data shows that products formulated for color care have historically occupied the largest market share; they gained even more in the first half of this year, holding a whopping 31.4% of the market pie.
Though business might not be as usual with consumers confined to their homes, manufacturers had new launches in their pipeline and continued plans for them. It just so happened that those fresh launches were focused on color care and gained greater visibility during the pandemic. Kline PRO reveals that the Matrix Dark Envy line was a key launch in this category during the first half of 2020. In addition, products tailored for blondes—used to neutralize brassy tones and keep blond hair bright and refreshed—are a specialty seen across most top brands. They include Pureology’s Strength Cure Blonde, System Professional’s Color Save, Goldwell’s Blondes & Highlights, Kérastase’s Blond Absolu, and Amika’s Bust Your Brass.
Meanwhile, the trend of color-depositing products is growing strongly, with Redken’s Color Extend Blondage Color Depositing Shampoo and that line’s conditioner at the number two and number four positions, respectively, in Kline PRO’s ranking of the top shampoos and conditioners. Such products help consumers maintain their hair color—aka the need of the hour—and, hence, stretch the time between salon visits.
Extreme Bleach Recovery by Redken—developed to address the damage caused by lightening and highlighting services—was the best-selling new treatment in Q2 2020. But Olaplex’s No.3 Hair Perfector—considered the holy grail in the treatment segment—continues to dominate, as reflected in data from Kline PRO.
Kline PRO is a comprehensive interactive database that enables users to access the latest performance data on the professional hair care industry. Based on actual salon transactions from a panel of thousands of salons, it yields category, brand, and product-level sales and service data on a quarterly basis.