• happi happi.com February 2017 56
TODAY’S SHOPPERS are more educated than ever, and they seek out efficacious hair care products with quality ingredients that match their specific needs. A demand that can be
found at all price points—from prestige to mass.
“In a saturated market, consumers are now able to shop
for their specific hair type. Whether it is thin or thick, curly or
straight, they want something that is designed to achieve results,”
said Umberto Savone, master cutter and formulator at Umberto
Beverly Hills, which is sold at Target stores.
As seen in the mass market, formulators are branching out
to offer more than just the classic spray or foam to style tress-es. According to data from
Information Resources Inc.
(IRI), for the 52 weeks ended
Oct. 30, 2016, hair spray/spritz
product sales were flat at
$714.3 million while hair styling gel/mousse sales slipped
2.3% to $1.08 billion at total
US multi-outlet (
supermarkets, drugstores, mass-market
retailers, military commissaries
and select club and dollar retail
chains). Meanwhile, in the professional realm, hair styling sales
rose 5% to $336 million and specialty products grew 6.7% to $443
million, both at manufacturer’s dollars, noted Cyrus Bulsara of
Professional Consultants & Resources, Plano, TX. This is due to
“high demand for at-home use during styling as clients do not
go in only for ‘shampoo and blow dry’ styles anymore, excluding
blow dry bars in higher income areas.”
Bulsara added that multifunctional products that give shine
and hold, and also thicken or nourish the hair are emerging in
“I think shoppers still look
through beauty magazines, but are
also looking to online outlets and
blogs for the latest styling aids that
have won awards and have good
stories attached to them,” said celebrity stylist Garren, who is also
co-founder of the R+Co hair care
collection. “I think shoppers first
and foremost care about the quality of their hair and then they look
for styling products that work well
with their hair type for the style
By Melissa Meisel • Associate Editor
The latest sprays, gels, mousses, serums and creams
for hair are filled with luxury components and meet a
variety of consumer demands.
Sebastian stylist Anthony Cole
suggests products with a natural feel.
R+Co Trophy Shine + Texture Spray
imparts an edgy look.