“Beauty is back,” according to a giant banner that greeted guests at Top Hair Düsseldorf – one of Europe’s leading events in the professional hair care and beauty space.
Latin America’s share of global salon hair care sales registered a slight increase in 2020, thanks to independent stylists and the e-commerce channel, despite being hit at a level similar to the global average. Brazil was among the best performers, while Mexico was severely impacted by the COVID-19 pandemic.
L’Oréal Professionnel has been present in the hot tools market for several years with its sole Steampod device, but the latest generation of the product has created significant buzz in the industry. Steampod 3.0 paved its entry in the market in late 2019; the expansion of its limited distribution network was a major focus in 2020, leading to double-digit growth across European markets. Steampod 3.0 is being touted as a tremendous innovation in the straighteners category. Its steam properties have caught the attention of many other marketers who are trying to replicate the same in their straighteners. For additional brand insights, follow our Hot Tools: Market Analysis and Opportunities report.