Spending a fortune on a multi-hundred-dollar hair dryer might not seem the most obvious move to combat the recession, but shoppers were delighted with the Shark Flexstyle and Dyson Airwrap stylers last weekend. I bought it at Both products, priced at $300 and $600 respectively, were named best sellers from Black Friday to Cyber Monday by Amazon and Adobe.
the shopper close the walletbuying expensive hair devices or home salon products has proven to be a popular and worthy option akin to the ‘lipstick effect’. The luxury of rewarding yourself.
Recently, however, this widely accepted business adage has diverged. with the marketLarge cosmetics companies such as L’Oreal Beiersdorfand Estee Lauder, the originator of the phrase in 2000, reported lower-than-expected sales.
Hair care seems to be an exception among beauty spending.During the pandemic, when salons were closed, many I learned how to style my hairToday, many workers still maintain a flexible hybrid work situation, so they can continue to do so to some extent and purchase expensive salon-level products to replicate the experience. themselves Much cheaper for their wallets. While you may still need to go for some services such as balayage and cuts, doing route touch-ups and blowouts at home can help reduce the number of times you see a professional.
Beauty industry adviser Larissa Jensen said, “Since the onset of the pandemic, consumers have done more hair routines in-house, sought ways to treat themselves outside of the salon, and are more sensitive to hair condition and product ingredients. I’ve learned more about the subject,” he said at the research firm NPD Group.
Brands like Dyson and Shark Seize the Opportunity
Last month, Dyson doubled down on its beauty strategy.he said the British company would invest £500 million Joining the division, we plan to launch 20 new beauty products over the next four years. Just six years ago, the company was primarily known for its vacuum cleaners.
Competitor SharkNinja, which primarily sold cleaning products, is also trying to expand.launched FlexStyle August, essentially “cheated” on the Dyson Airwrap.
The weakening of the salon sector is something that hair care brand Olaplex has also grappled with. and a stylist uses the product on a customer seated in a chair. However, there was a significant drop in professional sales in the third quarter. That channel fell 16% from the same period last year, in contrast to retail, which increased 60%.
“We believe macroeconomic concerns are impacting the stylist community,” Olaplex CFO Eric Tiziani said on the brand’s earnings call last month. The company said the affiliate he is looking to make professional money with the program. That way the stylist can get a commission on the direction. Clients visit olaplex.com even if their stylists are not purchasing products from brands to stock their salons.
“Skinification” of hair care
Whether it’s devices or lotions, prestige hair care is a category on the rise. Where once it was common to buy shampoo and conditioner for under $5, the market is now dominated by hair serums, masks and glosses costing five to eight times more. This is a trend referred to in the industry as “skinning” of hair.
The brand has expanded hair care to include many steps. skin care system, and also for more specific concerns. Consumers should consider the NPD’sfuture of hairreport. This category is expected to continue growing at an average rate of 15% through 2024.
