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In its blog post “Tracing Your Style to Its Roots,” Kline Blogs tracks the growing popularity of scalp care products in hair care, which, as a category, is continuing to take on more skin care influence.
The post notes, “Data from Kline PRO’s recent report shows that dollar share for the scalp care segment is growing. While this isn’t particularly ‘sexy’ or earth-shattering news, it does indicate that the massive trend of hair oils a few seasons ago has had some lasting effects. It raised consumers’ consciousness about the importance of a healthy scalp and made a big enough impression to continue strengthening and growing the segment.”
Honing in on what products and ingredients are hot for scalp care, Kline points out, “It is certainly no surprise that the products having the most substantial impact on the hair care market tend to include oil as one of their key ingredients. Looking at the shampoos category, it experienced mixed results regarding scalp care products. The chain salon segment saw basically flat sales that were anchored by the long-standing leader, John Paul Mitchell Systems’ Tea Tree Special Shampoo. On the other hand, Kline’s transaction-based reporting tool Kline PRO shows that independent salons in comparison to chains fared better with the scalp care segment, growing 25% over the previous year. The products that most contributed to this tremendous growth include Aveda’s Pure-Formance Exfoliating Shampoo and L’Oréal Kerastase Specifique Bain Exfoliant Hydratant.”
Beyond shampoo, Kline offers, “… conditioning the scalp is what captured both consumers’ attention and dollars. The chain and independent salon segments saw the share of scalp care conditioner dollars grow by 13.8% and 50.1%, respectively. Moroccanoil’s Oil Treatment continues to dominate the segment within chain salons, challenged by Matrix with Exquisite Oil, Pureology’s Precious Oil Conditioner, and It’s a 10’s ‘plus Keratin’ products. Sales growth for conditioners, according to Kline PRO’s participating independent salons, was fueled by a couple of L’Oréal’s Kersatase items, Initialiste Advanced Scalp and Hair Concentrate and Masque Elixir Ultime, with Aveda’s Scalp Benefits Balancing Conditioner in the mix as well.”