“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.
That same optimistic and enthusiastic atmosphere was reflected throughout the busy floors, with marketers eager to showcase their latest innovations and revamped product lines. At the center of it all: Wella, the number-one professional hair care brand in Germany and the DACH region, according to our Salon Hair Care Global Series.
But that wasn’t all that took the spotlight at this year’s Germany-based event. Here are a few themes that caught our attention:
CREATIVITY — AND GOING INDEPENDENT
Brands brought their stylist ambassadors to the event and turned their booths into a creative experience, with colorful, daring looks showcased by the likes of Paul Mitchell, Wella, L’Oréal Professionnel, and Redken.
In between enjoying Top Hair and Beauty’s “wow” factor, attendees socialized, greeted old clients while obtaining new ones, and talked about the industry’s biggest challenge: the shrinking and closings of salons due to the pandemic. With more and more new independent stylists and nail technicians appearing on the market, guests discussed how they can best cater to clients’ needs.
As sustainability plays a key role in the German market, many professional hair care brands promoted Earth-friendly versions of their offerings. Examples include Wella’s weDo and Schwarzkopf Professional, both presenting refill options for their products. Shampoo bars, a trend spotted by us last year, continue to trend via the introduction of new products like Glynt’s Pure shampoo and weDo’s bar shampoo.
Schwarzkopf Professional mesmerized attendees with its newest hair coloring innovation: Colour Alchemy, which creates a temporary, prismatic effect on hair, with color changing depending on the temperature and light.
Meanwhile, CHI exhibited its new machine, capable of mixing 10 basic colors into thousands of shades. The machine comes with a tablet that stylists can use to dose the colors; it can also take pictures of clients’ hair to check for the desired effects.
For more information, be on the lookout for our soon-to-be-published Salon Hair Care Global Series, which continues to explore the industry’s latest trends and innovations with data on 25+ markets, including Germany, Italy, France, Spain, and the United Kingdom. New to this edition – our 24th – are deep dives into men’s and scalp care products, along with mid-year data updates for key markets.