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Salon Products and Consumer Purchasing - US - November 2009

The salon products market has been affected by the economic woes gripping most Americans, as consumers keep a closer eye on their expenditures and trade down on everything from cars to clothing to personal care. In addition, salon brands have found themselves competing with mass market brands delving into the high-end market of hair and skincare, as they also struggle to deal with the practice of diversion, which is becoming increasingly common.

Key findings in this report include:

  • The impact of diversion and how manufacturers are handling it
  • A look at the competing factors—such as better products in the regular retail channels as well as a poor economy - that are taking sales away from salons and salon products
  • A closer look at some salon brands and how they’re innovating in order to stay on top
  • The manner in which black haircare is influencing the salon market
  • How salons are trying to keep pace with FDM retail channels
  • What the potential trends are for the future, as salons determine how to stay afloat in a recession
  • How prevalent the purchase of products at salons is, relative to other retail channels
  • What the most popular hair and skincare products are at salons
  • The attitudes that respondents have regarding salon brands purchased through other retail channels such as mass merchandisers
  • How the presence of children in the household affects the purchase of salon brands

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Table of contents

  1. Scope and Themes

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

                    • The salon products market overall
                      • The competition
                        • A look at retail
                          • Innovation in hair and skincare
                            • Who’s using skincare and haircare?
                              • Younger respondents buying skincare at salons?
                                • Purchasing behavior of consumers at salons for haircare products
                                  • What are the more popular salon brands?
                                    • A view towards salon purchases
                                      • Are goods sold through retail outlets legitimate?
                                        • Does marriage matter?
                                          • Ethnicity and usage of skincare/haircare
                                            • Custom groups and how they shop
                                            • Insights and Opportunities

                                              • Consumer as determined bargain-hunter
                                                • Two-in-one benefits
                                                  • Provenance and sustainability
                                                    • Offering a unique experience at the salon
                                                      • Targeting teens
                                                        • The more techno speak, the better
                                                          • The continued greening of the personal care aisle
                                                          • Inspire Insights

                                                              • Premium and Cutthroat
                                                                • The perfect climate for diversion to thrive
                                                                • Market Overview

                                                                  • Key points
                                                                  • Competitive Context

                                                                    • The practice of diversion continues to have an impact
                                                                      • Confusion surrounding perceived value of salon brands
                                                                        • Competition from every direction
                                                                        • Retail Channels

                                                                          • Increased competition forcing shops and salons to innovate
                                                                            • Mass merchandisers defiantly entering the mix
                                                                              • Beauty supply shops proliferate
                                                                              • Market Factors

                                                                                • How affordable is this luxury?
                                                                                  • Female population changes both positive and negative
                                                                                    • Figure 1: Female population, by age, 2004-14
                                                                                  • Slow growth among teens will affect long-term planning
                                                                                    • Figure 2: U.S. teen population aged 12-17, 2000-30
                                                                                  • Black haircare vital to identity
                                                                                  • Brand Qualities

                                                                                    • Aveda
                                                                                      • Paul Mitchell
                                                                                        • Mizani
                                                                                          • Bed Head
                                                                                            • Bumble and bumble
                                                                                              • Kerastase
                                                                                              • Innovation and Innovators

                                                                                                  • Figure 3: Salon brands leading, by product variants, August-October 2009
                                                                                                • High-technology haircare
                                                                                                  • Celebrity and luxury
                                                                                                    • Eco-friendly is still popular
                                                                                                    • Advertising and Promotion

                                                                                                      • Overview
                                                                                                        • Magazine ads
                                                                                                          • Website promotions
                                                                                                            • Television ads
                                                                                                              • Paul Mitchell
                                                                                                                • Figure 4: Television ad Paul Mitchell, 2008
                                                                                                              • Paul Mitchell
                                                                                                                • Figure 5: Television ad Paul Mitchell, 2008
                                                                                                              • Ulta Beauty
                                                                                                                • Figure 6: Television ad Ulta Beauty, 2008
                                                                                                            • Usage of Skincare and Haircare Products

                                                                                                              • Key points
                                                                                                                • Purchasing penetration of skincare and haircare products
                                                                                                                  • Figure 7: Usage of skincare/haircare products, by gender and age, August 2009
                                                                                                                  • Figure 8: Usage of skincare/haircare products, by household income, August 2009
                                                                                                                  • Figure 9: Usage of skincare/haircare products, by education level, August 2009
                                                                                                                  • Figure 10: Usage of skincare/haircare products, by employment group, August 2009
                                                                                                              • Purchasing Behavior for Skincare and Haircare Products

                                                                                                                • Key points
                                                                                                                  • Where skincare and haircare are purchased most often
                                                                                                                    • Skincare
                                                                                                                      • Figure 11: Where skincare products are purchased most often, by gender and age, August 2009
                                                                                                                      • Figure 12: Where skincare products are purchased most often, by household income, August 2009
                                                                                                                      • Figure 13: Where skincare products are purchased most often, by marital status, August 2009
                                                                                                                    • Haircare
                                                                                                                      • Figure 14: Where haircare products are purchased most often, by gender and age, August 2009
                                                                                                                      • Figure 15: Where haircare products are purchased most often, by household income, August 2009
                                                                                                                      • Figure 16: Where haircare products are purchased most often, by marital status, August 2009
                                                                                                                    • Other locations where these products are purchased
                                                                                                                      • Figure 17: Other places skincare products are purchased, by gender and age, August 2009
                                                                                                                      • Figure 18: Other places haircare products are purchased, by gender and age, August 2009
                                                                                                                  • Salon Purchasing Behavior

                                                                                                                    • Key points
                                                                                                                      • Specific haircare products purchased at a salon
                                                                                                                        • Figure 19: Haircare products purchased at a salon, by gender, age, and household income, August 2009
                                                                                                                        • Figure 20: Haircare products purchased at a salon, by marital status, August 2009
                                                                                                                      • Propensity for purchasing nail color/care products from a salon
                                                                                                                        • Figure 21: Nail color/care purchases by women from a salon, by age, August 2009
                                                                                                                        • Figure 22: Nail color/care purchases by women from a salon, by region, August 2009
                                                                                                                      • Total salon purchases of specific products
                                                                                                                        • Figure 23: Salon purchases of specific products, by gender, age, and household income, August 2009
                                                                                                                    • Brand Usage

                                                                                                                        • Figure 24: Brand purchasing behavior, by gender, age, and household income, August 2009
                                                                                                                        • Figure 25: Brand purchasing behavior, by region, August 2009
                                                                                                                    • Attitudes Towards Salon and Retail Purchases

                                                                                                                      • Key points
                                                                                                                        • Salons
                                                                                                                          • Figure 26: Reasons for salon purchases, by gender, age and household income, August 2009
                                                                                                                          • Figure 27: Reasons for salon purchases, by education level, August 2009
                                                                                                                        • Retail outlets
                                                                                                                          • Figure 28: Attitudes towards retail outlet purchases, by gender and age, August 2009
                                                                                                                      • Impact of Race

                                                                                                                        • Key points
                                                                                                                          • Usage of skincare and haircare products
                                                                                                                            • Figure 29: Usage of skincare/haircare products, by race/ethnicity, August 2009
                                                                                                                          • Where haircare products are purchased most often
                                                                                                                            • Figure 30: Where haircare products are purchased most often, by race/ethnicity, August 2009
                                                                                                                          • Other locations where these products are purchased
                                                                                                                            • Figure 31: Other places haircare products are purchased, by race/ethnicity, August 2009
                                                                                                                          • Specific haircare products purchased at a salon
                                                                                                                            • Figure 32: Haircare products purchased at a salon, by race/ethnicity, August 2009
                                                                                                                          • Brand usage
                                                                                                                            • Figure 33: Brand purchasing behavior, by race/ethnicity, August 2009
                                                                                                                          • Salon purchases
                                                                                                                            • Figure 34: Reasons for salon purchases, by race/ethnicity, August 2009
                                                                                                                          • Retail outlets
                                                                                                                            • Figure 35: Attitudes towards retail outlet purchases, by race/ethnicity, August 2009
                                                                                                                        • Cluster Analysis

                                                                                                                            • Multi-retail shoppers
                                                                                                                              • Salon haircare first
                                                                                                                                • Salon haircare second
                                                                                                                                  • Characteristic tables
                                                                                                                                    • Figure 36: Salon purchaser clusters, August 2009
                                                                                                                                    • Figure 37: Primary place of purchase for salon skincare beauty products, by salon purchaser clusters, August 2009
                                                                                                                                    • Figure 38: Second and third place of purchase for salon skincare beauty products, by salon purchaser clusters, August 2009
                                                                                                                                    • Figure 39: Place of purchase for salon nail care beauty products, by salon purchaser clusters, August 2009
                                                                                                                                    • Figure 40: Place of purchase for salon haircare beauty products, by salon purchaser clusters, August 2009
                                                                                                                                    • Figure 41: Reasons for salon purchases over other retailers, by salon purchaser clusters, August 2009
                                                                                                                                    • Figure 42: Product comparisons, by retail outlet, by salon purchaser clusters, August 2009
                                                                                                                                  • Demographic tables
                                                                                                                                    • Figure 43: Salon purchaser clusters, by gender, August 2009
                                                                                                                                    • Figure 44: Salon purchaser clusters, by age, August 2009
                                                                                                                                    • Figure 45: Salon purchaser clusters, by income group, August 2009
                                                                                                                                    • Figure 46: Salon purchaser clusters, by Hispanic origin, August 2009
                                                                                                                                  • Cluster methodology
                                                                                                                                  • Custom Consumer Groups

                                                                                                                                    • Key points
                                                                                                                                      • Usage of skincare and haircare products
                                                                                                                                          • Figure 47: Usage of skincare/haircare products, by spouse and kids status, August 2009
                                                                                                                                        • Where haircare products are purchased most often
                                                                                                                                          • Figure 48: Where haircare products are purchased most often, by spouse and kids status, August 2009
                                                                                                                                        • Other locations where these products are purchased
                                                                                                                                          • Figure 49: Other places haircare products are purchased, by spouse and kids status, August 2009
                                                                                                                                        • Specific haircare products purchased at a salon
                                                                                                                                          • Figure 50: Haircare products purchased at a salon, by spouse and kids status, August 2009
                                                                                                                                        • Brand use
                                                                                                                                          • Figure 51: Brand purchasing behavior, by spouse and kids status, August 2009
                                                                                                                                        • Attitudes towards salon purchases
                                                                                                                                          • Figure 52: Reasons for salon purchases, by spouse and kids status, August 2009
                                                                                                                                        • Attitudes towards purchases from retail outlets
                                                                                                                                            • Figure 53: Product comparisons, by retail outlet, by spouse and kids status, August 2009
                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                            • Figure 54: Other places skincare products are purchased, by household income, August 2009
                                                                                                                                            • Figure 55: Other places haircare products are purchased, by household income, August 2009
                                                                                                                                            • Figure 56: Reasons for salon purchases, by region, August 2009
                                                                                                                                            • Figure 57: Product comparisons, by retail outlet, by region, August 2009
                                                                                                                                          • Total salon purchases of specific products
                                                                                                                                            • Figure 58: Salon purchases of specific products, by race/ethnicity, August 2009
                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Alberto-Culver USA Inc
                                                                                                                                          • American Beauty Association
                                                                                                                                          • American Crew, Inc.
                                                                                                                                          • American Health and Beauty Aids Institute (AHBAI)
                                                                                                                                          • Avalon Natural Products
                                                                                                                                          • Aveda
                                                                                                                                          • Beauty & Barber Suppliers Institute
                                                                                                                                          • Beauty Industry Fund (BIF)
                                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                          • Dermalogica
                                                                                                                                          • Estée Lauder Companies Inc. (The)
                                                                                                                                          • Facebook, Inc.
                                                                                                                                          • Food and Drug Administration
                                                                                                                                          • Frederic Fekkai
                                                                                                                                          • Garnier
                                                                                                                                          • Goldwell (Hair Cosmetics) Ltd
                                                                                                                                          • Greenfield Online
                                                                                                                                          • Grocery Manufacturers of America (GMA)
                                                                                                                                          • HSN Group
                                                                                                                                          • HSN-U.S.
                                                                                                                                          • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                          • International Spa Association (ISPA)
                                                                                                                                          • John Paul Mitchell Systems
                                                                                                                                          • L'Oréal USA
                                                                                                                                          • Macy's, Inc.
                                                                                                                                          • N.V. Perricone
                                                                                                                                          • National Beauty Culturists' League, Inc. (NBCL)
                                                                                                                                          • National Cosmetology Association (NCA)
                                                                                                                                          • Nexxus
                                                                                                                                          • Nioxin Research Laboratories, Inc.
                                                                                                                                          • Nordstrom
                                                                                                                                          • Olay Company, Inc.
                                                                                                                                          • Origins Natural Resources, Inc.
                                                                                                                                          • Personal Care Products Council
                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                          • Procter & Gamble USA
                                                                                                                                          • Professional Beauty Association (PBA)
                                                                                                                                          • QVC USA
                                                                                                                                          • Regis Corporation
                                                                                                                                          • Sally Beauty Company, Inc.
                                                                                                                                          • Sebastian International
                                                                                                                                          • Sephora
                                                                                                                                          • Target Corporation
                                                                                                                                          • The Body Shop - Retail Sales
                                                                                                                                          • The Conference Board
                                                                                                                                          • The Salon Association (TSA)
                                                                                                                                          • TIGI Haircare
                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                          • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                          • Unilever USA
                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                          • Women's Wear Daily (WWD)

                                                                                                                                          Salon Products and Consumer Purchasing - US - November 2009

                                                                                                                                          US $3,995.00 (Excl.Tax)