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Hair Styling Appliances - US - June 2009

Despite a wave of product innovations designed to improve the performance and convenience of hair styling appliances, the category is driven largely by replacement sales at a pace that suggests most women wait until their current appliance stops working before purchasing a new one. Sales of hair styling appliances increased only slightly in 2008 as the category began to feel the heat of the economic downturn.

Some in the industry suggest that a weak economy will ultimately benefit the category as more women forgo visits to the salon and take more of their hair styling into their own hands. In order to take advantage of this emerging consumer dynamic marketers and retailers must educate women not only on the improvements built in to new products but also on how to use the products to their best advantage.

This report provides an examination of the hair styling appliance market, including:

  • An assessment of some of the most innovative recent new products to hit the market
  • A review of the different branding and advertising strategies of the three leading manufacturers
  • How mass merchandisers continue to build on their position as the dominant retail channel for the category
  • Mintel’s examination of attitudes and behaviors toward the hair styling products category
  • Insights and ideas for how manufacturers and retailers can motivate shoppers to consider new appliance purchases

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market at a glance
                        • New technologies have yet to accelerate purchase rate
                          • Flat irons anything but
                            • Economic pressure may turn into an opportunity
                              • Selection and price put mass merchandisers on top
                                • Aging female population shifts category growth opportunities
                                  • User base becoming more diverse
                                    • Leading companies
                                      • Many new products but little differentiation
                                        • Advertising and promotion
                                          • Ownership
                                            • Purchase rate is infrequent and declining
                                              • Frequency of use of hair dryers drops slightly
                                                • Replacement dominates reasons for purchase
                                                  • Familiarity the most important factor in hair dryer brand selection
                                                    • Important hair styling appliance features
                                                    • Insights and Opportunities

                                                      • Make home hair styling work harder
                                                        • Embrace the heat
                                                          • Team up with the software of hair care
                                                            • You know it’s time to replace your hair dryer when…
                                                              • Home laundry parallels – and other alternative theories
                                                              • Inspire Insights

                                                                  • Hair Innovation
                                                                    • Overview
                                                                      • Give us a try
                                                                        • Implications for beauty appliances
                                                                          • ‘Homedulgence’
                                                                            • Overview
                                                                              • A First for Everything
                                                                                • Implications for beauty appliances
                                                                                  • Austerity Chic
                                                                                    • Overview
                                                                                      • Hanging on To Our Looks
                                                                                        • Implications for beauty appliances
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • New technologies have yet to accelerate purchase rate
                                                                                              • Flat irons anything but
                                                                                                • Economic pressure may turn into an opportunity
                                                                                                  • Sales and forecast
                                                                                                    • Figure 1: U.S. sales and forecast of hair styling products, at current prices, 2003-13
                                                                                                    • Figure 2: U.S. sales and forecast of hair styling products, at inflation-adjusted prices, 2003-13
                                                                                                • Competitive Context

                                                                                                  • The rest of hair care
                                                                                                    • The economy
                                                                                                    • Segment Performance

                                                                                                      • Key points
                                                                                                        • Sales by segment
                                                                                                          • Figure 3: U.S. sales of hair styling appliances, by segment, 2006 and 2008
                                                                                                      • Segment Performance—Hair Dryers

                                                                                                        • Key points
                                                                                                          • New products fail to heat up segment
                                                                                                            • Sales and forecast
                                                                                                              • Figure 4: U.S. sales and forecast of hair dryers, at current prices, 2003-13
                                                                                                          • Segment Performance—Other Appliances

                                                                                                            • Key points
                                                                                                              • Changing styles and new flat irons drive sales of other appliances
                                                                                                                • Sales and forecast
                                                                                                                  • Figure 5: U.S. sales of other hair styling appliances, at current prices, 2003-13
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Selection and price put mass merchandisers on top
                                                                                                                    • Drug stores compete for beauty care dollars
                                                                                                                      • Smaller channels cater to more specialized needs
                                                                                                                        • Sales by channel
                                                                                                                          • Figure 6: U.S. retail sales of hair styling appliances, by channel, 2006 and 2008
                                                                                                                      • Market Drivers

                                                                                                                        • Aging female population shifts category growth opportunities
                                                                                                                          • Figure 7: U.S. female population, 2003-13
                                                                                                                        • User base becoming more diverse
                                                                                                                          • Figure 8: Population, by race and Hispanic origin, 2003-13
                                                                                                                      • Leading Companies

                                                                                                                        • Key points
                                                                                                                          • Conair a pioneer and still the leader
                                                                                                                            • Helen of Troy
                                                                                                                              • Spectrum Brands (Remington)
                                                                                                                                • Manufacturer sales
                                                                                                                                  • Figure 9: Manufacturer estimated sales of hair styling appliances in the U.S., 2006 and 2008
                                                                                                                              • Brand Qualities

                                                                                                                                • Different companies take different approaches to branding
                                                                                                                                  • Conair focuses primarily on its own brand
                                                                                                                                    • Helen of Troy manages a stable of licensed brands
                                                                                                                                      • Remington name anchors several distinct product lines
                                                                                                                                      • Innovation and Innovators

                                                                                                                                        • Many new products but little differentiation
                                                                                                                                          • New materials for negative ions
                                                                                                                                            • Innovation by combination
                                                                                                                                              • Conditioners built into appliances
                                                                                                                                                • New green line from Vidal Sassoon
                                                                                                                                                  • CHI brings advanced technologies to hair styling
                                                                                                                                                  • Advertising and Promotion

                                                                                                                                                    • Overview
                                                                                                                                                      • Conair ads focus on Infiniti to support the overall brand
                                                                                                                                                        • Figure 10: Conair Infiniti Cord-Keeper TV ad, 2009
                                                                                                                                                        • Figure 11: Conair Infiniti Steam Straightener TV ad, 2009
                                                                                                                                                        • Figure 12: Conair Infiniti Hair Designer Pro hair dryer TV ad, 2009
                                                                                                                                                      • Remington leverages celebrity endorsements
                                                                                                                                                      • Usage

                                                                                                                                                        • Key points
                                                                                                                                                          • Ownership highest for hair dryers
                                                                                                                                                            • Figure 13: Ownership of specific hair/beauty appliances, by age, February 2009
                                                                                                                                                            • Figure 14: Ownership of specific hair/beauty appliances, by household income, February 2009
                                                                                                                                                          • Purchase rate is infrequent and declining
                                                                                                                                                              • Figure 15: Purchase of specific hair/beauty appliances, by age, February 2009
                                                                                                                                                            • Mass merchants dominate sales of dryers
                                                                                                                                                              • Figure 16: Where last hair dryer was bought, by age, February 2009
                                                                                                                                                              • Figure 17: Where last “other hair appliance” was bought, by appliance, February 2009
                                                                                                                                                            • Frequency of use of hair dryers drops slightly
                                                                                                                                                              • Figure 18: Frequency of hair dryer use, by age, February 2009
                                                                                                                                                              • Figure 19: Frequency of hair dryer use, by household income, February 2009
                                                                                                                                                            • Use of curling irons drops among younger women
                                                                                                                                                              • Figure 20: Frequency of curling iron use, by age, February 2009
                                                                                                                                                            • Most other appliances used infrequently
                                                                                                                                                              • Figure 21: Frequency of use of various hair styling appliances, by type of appliance, February 2009
                                                                                                                                                          • Hair Type and Salon Visiting

                                                                                                                                                            • Key points
                                                                                                                                                              • Natural hair type/style
                                                                                                                                                                • Figure 22: Natural hair style, by age, February 2009
                                                                                                                                                              • Salon visits
                                                                                                                                                                • Figure 23: Frequency of visiting the hair salon, by age, February 2009
                                                                                                                                                                • Figure 24: Frequency of visiting the hair salon, by household income, February 2009
                                                                                                                                                            • Attitudes and Motivations

                                                                                                                                                              • Replacement dominates reasons for purchase
                                                                                                                                                                • Figure 25: Reasons for purchasing hair styling appliances, by age, February 2009
                                                                                                                                                              • Familiarity the most important factor in hair dryer brand selection
                                                                                                                                                                  • Figure 26: Factors influencing latest hair dryer brand purchase, by age, February 2009
                                                                                                                                                                • The importance of brand selection factors varies for other appliances
                                                                                                                                                                  • Figure 27: Factors influencing latest “other hair appliance” brand purchase, February 2009
                                                                                                                                                                • Important hair styling appliance features
                                                                                                                                                                    • Figure 28: Importance of hair styling appliance attributes, by age, February 2009
                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                    • Hair styling appliance ownership
                                                                                                                                                                      • Figure 29: Ownership of hair/beauty appliances, by race/Hispanic origin, February 2009
                                                                                                                                                                    • Where purchased
                                                                                                                                                                      • Figure 30: Where last hair dryer was bought, by race/Hispanic origin, February 2009
                                                                                                                                                                    • Frequency of dryer usage
                                                                                                                                                                      • Figure 31: Frequency of hair dryer use, by race/Hispanic origin, February 2009
                                                                                                                                                                    • Natural hair type/style
                                                                                                                                                                      • Figure 32: Natural hair style, by race/Hispanic origin, February 2009
                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Marital status and presence of children
                                                                                                                                                                        • Figure 33: Ownership of hair/beauty appliances, by marital status and presence of children, February 2009
                                                                                                                                                                        • Figure 34: Importance of hair styling appliance attributes, by marital status and presence of children, February 2009
                                                                                                                                                                      • The impact of hair type
                                                                                                                                                                          • Figure 35: Ownership of hair/beauty appliances, by hair type, February 2009
                                                                                                                                                                          • Figure 36: Importance of hair styling appliance attributes, by hair type, February 2009
                                                                                                                                                                        • Frequency of salon visits
                                                                                                                                                                          • Figure 37: Ownership of hair/beauty appliances, by frequency of salon visits, February 2009
                                                                                                                                                                          • Figure 38: Importance of hair styling appliance attributes, by frequency of salon visits, February 2009
                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                          • Frizzy Friedas
                                                                                                                                                                            • Who they are
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Wavy Wendies
                                                                                                                                                                                  • Who they are
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Short Shawnas
                                                                                                                                                                                        • Who they are
                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                            • Cluster characteristics
                                                                                                                                                                                              • Figure 39: Beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 40: Frequency of hair styling appliance use, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 41: Ownership of specific hair/beauty appliances, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 42: Purchase of specific hair/beauty appliances, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 43: Natural hair style, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 44: Length of hair, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 45: Frequency of coloring hair, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 46: Frequency of visiting the hair salon, by beauty appliance clusters, February 2009
                                                                                                                                                                                              • Figure 47: Importance of hair styling appliance attributes, by beauty appliance clusters, February 2009
                                                                                                                                                                                            • Cluster demographics
                                                                                                                                                                                              • Figure 48: Beauty appliance clusters by age, February 2009
                                                                                                                                                                                              • Figure 49: Beauty appliance clusters by household income, February 2009
                                                                                                                                                                                              • Figure 50: Beauty appliance clusters by Hispanic origin, February 2009
                                                                                                                                                                                            • Cluster methodology
                                                                                                                                                                                            • Other Useful Consumer Tables

                                                                                                                                                                                              • Appliance purchase
                                                                                                                                                                                                • Figure 51: Purchase of hair/beauty appliances, by household income, February 2009
                                                                                                                                                                                                • Figure 52: Purchase of hair/beauty appliances, by race/Hispanic origin, February 2009
                                                                                                                                                                                              • Source of purchase
                                                                                                                                                                                                • Figure 53: Where last hair styling appliance was bought, by household income, February 2009
                                                                                                                                                                                                • Figure 54: Where last hair styling appliance was bought, by race/Hispanic origin, February 2009
                                                                                                                                                                                              • Frequency of use: By specific hair styling appliances
                                                                                                                                                                                                • Figure 55: Frequency of curling iron use, by race/Hispanic origin, February 2009
                                                                                                                                                                                                • Figure 56: Frequency of flat iron use, by race/Hispanic origin, February 2009
                                                                                                                                                                                                • Figure 57: Frequency of curling iron use, by household income, February 2009
                                                                                                                                                                                              • Factors influencing brand purchase: By specific hair styling appliances
                                                                                                                                                                                                • Figure 58: Factors influencing latest hair dryer brand purchase, by household income, February 2009
                                                                                                                                                                                                • Figure 59: Factors influencing latest hair dryer brand purchase, by race/Hispanic origin, February 2009
                                                                                                                                                                                                • Figure 60: Factors influencing latest curling iron brand purchase, by household income, February 2009
                                                                                                                                                                                                • Figure 61: Factors influencing latest curling iron brand purchase, by race/Hispanic origin, February 2009
                                                                                                                                                                                              • Importance of hair styling appliance attributes
                                                                                                                                                                                                • Figure 62: Importance of hair styling appliance attributes, by household income, February 2009
                                                                                                                                                                                                • Figure 63: Importance of hair styling appliance attributes, by race/Hispanic origin, February 2009
                                                                                                                                                                                              • Frequency of coloring hair
                                                                                                                                                                                                • Figure 64: Frequency of coloring hair, by age, February 2009
                                                                                                                                                                                                • Figure 65: Frequency of coloring hair, by household income, February 2009
                                                                                                                                                                                              • Frequency of visiting hair salon
                                                                                                                                                                                                • Figure 66: Frequency of visiting the hair salon, by age, February 2009
                                                                                                                                                                                                • Figure 67: Frequency of visiting the hair salon, by household income, February 2009
                                                                                                                                                                                              • Style and length of hair
                                                                                                                                                                                                • Figure 68: Style of hair, by household income, February 2009
                                                                                                                                                                                                • Figure 69: Length of hair, by age, February 2009
                                                                                                                                                                                                • Figure 70: Length of hair, by household income, February 2009
                                                                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                              • Alberto-Culver USA Inc
                                                                                                                                                                                              • Association of Home Appliance Manufacturers
                                                                                                                                                                                              • Conair Corporation
                                                                                                                                                                                              • Craigslist
                                                                                                                                                                                              • Farouk Systems, Inc.
                                                                                                                                                                                              • Greenfield Online
                                                                                                                                                                                              • Helen of Troy Limited
                                                                                                                                                                                              • International Housewares Association
                                                                                                                                                                                              • L'Occitane Ltd
                                                                                                                                                                                              • Microsoft Corporation
                                                                                                                                                                                              • Netflix, Inc.
                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                              • Professional Beauty Association (PBA)
                                                                                                                                                                                              • Remington Products Company LLC
                                                                                                                                                                                              • Revlon USA
                                                                                                                                                                                              • Sephora
                                                                                                                                                                                              • Spectrum Brands, Inc.
                                                                                                                                                                                              • Target Corporation
                                                                                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                                                                                              • Vidal Sassoon
                                                                                                                                                                                              • Walgreen Co
                                                                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                                                                              • YouTube, Inc.

                                                                                                                                                                                              Hair Styling Appliances - US - June 2009

                                                                                                                                                                                              US $3,995.00 (Excl.Tax)