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Styling Appliances Making Waves in Prestige Hair Care, Says NPD

Posted: October 31, 2013

Sales of hair care products within U.S. prestige beauty department stores grew 10% to $105 million in the 12 months ending September 2013, compared to the previous year (October–September), according to The NPD Group. Shampoo clocked in with a 23% dollar share, conditioner had a 21% dollar share, styling was at 18% dollar share, spray at 10%, and color was 4%, with 26% representing "other." Those numbers represent a jump of 22% in dollar share for conditioners and 16% for spray products for October 2012 to September 2013 versus between October 2011 to September 2012.

“Prestige hair care is a concentrated segment that is outpacing the performance of the mass channel, which grew 5% to $6.6 billion this year. With increased access to limited distribution and salon brands, women are empowered to achieve salon level locks or 'go natural’ looks on their own. As women embrace more do-it-yourself styling and intensive treatment options, these brands are delivering compelling innovation with new technologies and exotic ingredients,” said Karen Grant, vice president and global beauty industry analyst, The NPD Group, Inc.

Sales of hair styling appliances in the U.S. also have held steady at $1.3 billion for the past three years (October through September). However, trends among the various tools have shifted from flat-iron straight to a focus on making waves and having options. Flat irons have a 33% dollar share for October 2012 to September 2013, a decrease of 8% from October 2011 to September 2012. Meanwhile, hairdryers held flat with a 26% dollar share, and curling irons/brushes climbed 2% for a 16% dollar share. However, the biggest gain for hair appliances were for specialty stylers. While still only 8% of the market's dollar, they increased 16% from October 2011–September 2012 to October 2012–September 2013.

“Today’s specialty or hybrid styling appliances give women the flexibility to keep up with the must-have hair trends without having to go to the salon. Celebrity styles have run the gamut from pin-straight to crazy-curly, and lately, lots of soft waves have adorned the red carpet. These products give consumers the ability to create different looks with just one tool, including effortless and wavy,” said Debra Mednick, executive director and home industry analyst.