Chain Drug Review, March 16th, 2020

BEAUTY CARE REPORT Hair care sales remain lustrous NEW YORK Whether for shampoos and treatment for textured hair or cordless appliances the hair care category is delivering shoppers to retailers aisles Hair sales are up in both prestige and mass channels According to IRI data for the 12 week period ended January 27 shampoo sales bubbled up 3 hair accessories rose 43 and gel mousse squeaked into the black for the first time in some years Conditioners are still slow but are expected to perk up thanks to a slew of new items According to NPD Group Inc prestige HAIR CARE hair sales rose 17 last year and that bodes well for mass since trends tend to trickle down On the negative side however the mass market needs to keep shoppers from migrating to specialty stores department stores or salons which are also hungry for more of the 100 billion plus global hair care market Many of the same elements driving skin care natural products multicultural solutions and niche brands are propelling hair care Hair care says Maly Bernstein CVS Healths vice president of beauty and personal care is brimming with innovation thats encouraging trade ups Echoing that sentiment is Monica Arnaudo chief merchandising officer at Ulta Beauty Inc who is bullish on products that maintain grey hair and those for textured tresses Walmart has shuffled its hair assortment to put emerging brands closer to the entry to entice those looking for fresh lines Chains are rushing items to shelves Target is perhaps one of the most aggressive recently adding a boatload of brands including a clean brand called Odele the relaunched Frederic Fekkai Emerge from Unilever Sundial new items from its exclusive Kristin Ess and the just announced TPH by Taraji a team effort between Taraji Henson and Maesa Target also expanded its dry shampoo array with COLab Dry shampoos are growing at a meteoric rate retailers say Ulta has always had a strong presence in hair thanks to its instore salon The floodgates are open for new items including Göt2bs new express styling line and professional offering Ouai from Jen Atkin and IGK Filling a need for more products for people with textured hair Ulta just rolled out Pattern from Tracee Ellis Ross which Ulta executives say is selling briskly CVS overhauled its hair care department two years ago becoming the first retail point for eSalon and recently enhanced the hair offer by adding hair styling with Glamsquad experts in selected BeautyIRL doors SheaMoisture just launched a Cannabis Ginseng Hair Care Collection to dovetail with mounting interest in cannabis in skin care The range uses hemp seed oil pressed from the seeds of the Cannabis sativa plant until the oil within them excretes The company says this results in healthy hair that is conditioned and soft Products promising no fade color are moving to the front burner One is No Fade Fresh which is available in seven shades and is now sold in CVS The scalp is also a new focal point in hair care with brands such as Evas NYC Scrub and TPH offering products that lean in on scalp care Heritage brands are speeding up the delivery of new items to the market In its professional division Coty Inc is launching a vegan sustainable brand called WeDo Professional it launches in the companys Nordic division but could serve as learning ground for hair or other Coty launches Procter Gamble Co has Waterl ess to cater to hair care needs of women on non wash days Women have been washing their hair with less frequency over the past five years opting for dry shampoos or non wash options Encouraged by hairdressers and experts who believe it is better for hair to not wash as often women are now lathering up less than three times a week according to research from Kantar Target Walmart Sally Beauty Supply and Amazon are among those offering Waterl ess Unilever owned Suave received Petas cruelty free certification along with Dove Simple St Ives Love Beauty and Planet and others in the companys roster that earned that admired status Men are emerging as a big opportunity in hair care especially facial hair such as beard oils A mélange of lines such as Duke Cannon and Scotch Porter are making the leap from DTC to retail shelves Hair care is more than shampoo and conditioners Retailers report traditional hair color sales are stagnant but temporary vibrant color products are booming Choices include LOréals Colorista Semi Permanent Color Splat Instant Hair Color Hair Chalk and Clairol Color Crave Revlon is getting into the clean and vegan sector of hair color with a line called Total Color Revlon Total Color represents a significant milestone in clean beauty with real innovation in the hair color category states Revlon global brand president Silvia Galfo Clean beauty has primarily been about makeup and skin care but now consumers have a choice in at home color without having to compromise product performance New products seek out underserved markets NEW YORK Out of the box thinking is behind two innovative launches in hair care that target specific markets building the next generation of customers First is Hairitage by Mindy which is a Walmart exclusive and was formulated to work for people of all hair textures What makes it unique is that the Mindy in Mindy is Mindy Mc Knight who has a YouTube channel called CuteGirlsHairstyles Shes an influencer known for hairstyles that work on all of her kids She has six in total her biological children are white but she has two adopted children who are black Shes mastered taking care of a houseful of different hair textures McKnight explains that her family is representative of what the new Millennial family looks like She worked with Maesa to create her line which is cruelty free and vegan and is aimed at Millennials a market that hasnt been approached as far as hair care goes Maesas chief marketing officer Scott Oshry saw an opportunity to target an underserved market the aging Millennial who is starting a family A lot of people arent focusing on that demographic he says Hairitage launched with 16 SKUs priced at 794 each The formulas are developed with ingredients that are natural and considered clean and the packaging was developed as sustainably as possible Oshry said For Walmart the launch shows the chain is intent on being a trailblazer in proprietary brands Another brand was hatched out of need Fairy Tales Hair Care creator Risa Barash has a booming business with her line for younger kids But when she noticed her teen sons hair looked greasy even after washing she saw white space for products for tweens and teens in the puberty years The result was TBH short for To Be Honest The line is rounded out with skin care and body care The ingredients are unique such as nettle cedar bark and sage that curb sebum Its for the next generation of the Fairy Tales customer Barash says After 20 years of Fairy Tales a lot of these kids have grown up We built the TBH database out of the Fairy Tales customer database and are growing it from there She doesnt rule out expanding into retail which has been instrumental in the growth of her Fairy Tales lineup Appliances and tools boost hair NEW YORK Appliances are charging up mass market hair care sales volume Sales of styling tools are heating up outpacing volume gains across the entire hair care category according to Nielsen data Millennials and Gen Z consumers are heavily engaged in hair care often studying tutorials to perfect their hair skills Younger customers accustomed to being disconnected from cords are interested in tools they can use on the go This generation has high expectations that extend beyond functionality Products have to deliver results quickly and accurately says Robin Linsley vice president of marketing for Conair A combination of onthe go convenience and salon performance is key Answering that demand Con air recently released a new collection that resulted from Younger shoppers seek out cordless and rechargeable styling tools three years of research Called Unbound the range consists of four cordless and rechargeable hair tools The hero of the range is the Unbound Cordless Auto Curler Priced at 9999 its the first high performance cordless rechargeable auto curler for curls or waves anytime or anywhere The styling tool features rechargeable lithium ion batteries and a removable USB charging cable More cordless technology is set to launch this year Other tools that are gaining traction are heated brushes Dafni the pioneer of the hair straightening brush is return 5ing to U S retail following litigation against copycats First to add the brush is Urban Outfitters with more retailers in the blueprint says Dafni founder Sharon Rabi 48 Chain Drug Review March 16 2020