A new generation of treatment products has propelled the salon hair care industry to hit a five-year high in terms of sales growth in 2015. Treatment products was the only product type to register a double-digit gain for the year, with growth nearly four times the industry average. Driven not only by bond multipliers—a brand new sub-category created singlehandedly by Olaplex that was quickly and fiercely replicated by countless others—but also by many deep nourishing treatments and multi-benefit products, as more emphasis is placed on healthier hair and scalps.
A number of new treatments target damaged, over-processed hair. One major recent launch in this space is L’Oréal’s four-SKU Kérastase Résistance Thérapiste line, which debuted in many markets around the world. New treatments also popped up from local players in all corners. In South Korea, Amos Professional introduced Repair Force Chito Treatment, an intensive nourishing treatment for damaged hair. In Brazil, Inoar’s Help and Mediterrani’s Oyster Repair both target consumers with damaged hair. Australia’s RPR Haircare introduced RPR Rejuvenate My Hair Treatment, an anti-aging hair mask.
Scalp care is another key area of focus, particularly in Asia, as awareness about it increases. New launches in scalp care come from several key players, such as Goldwell, Shisiedo Professional, and Matrix. Shiseido adds another line to its Adenovital brand, which is already quite strong in the scalp care segment. Macademia Professional launches a scalp care line, and Goldwell expands its Kerasilk line with an anti-hair loss treatment. In Japan, Milbon renews its Aujua brand with several new treatment items, including ones for scalp care and anti-aging. In China, products are targeted at specific solutions for specific scalp types. Some examples include Cool 3D Series from Capilo and Energy Shampoo from Alfaparf.
Skin care trends are also increasingly translating to the hair care market. One recent example is Schwarzkopf Professional offering BB cream and CC cream for hair.
With the rise of new treatment products comes the increase of more treatment services, which helps salons boost the average ticket and top line revenue. Scalp care treatments in particular are gaining in popularity, again in Asia, where many consumers are adding these treatments to their visit to help reduce hair loss and clean their scalps after coloring/perming.
With cutting and coloring services remaining the backbone of the industry, treatments are certainly helping to add incremental sales and give the market a boost. We will continue to monitor this industry’s performance and trends through the next edition of our annual Salon Hair Care Global Series, which will offer an in-depth analysis of the treatments, scalp care, and bond multipliers segments. Comprised of a written report and an interactive database with solid insights and detailed sales data, this study will provide you with a complete view of the global market, as well as more than 20 individual key countries.
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