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Salon Services - US - June 2012

In the weakened economy the salon industry experienced a slowdown as many clients cut all but basic maintenance out of their budgets. With the economic recovery has come a return to the salon chair, and according to the Bureau of Labor Statistics , by 2020 there will be a need for 15.7% more hairdressers, hairstylists and cosmetologists. However, between 2012 and 2020 the face (and hair) of the country will be changing and salons that are well positioned to meet these needs will be the most successful. This report details the current salon service environment, as well as what will be needed moving forward, including:

  • How the aging population will create a shift in the types of services most in demand
  • Why men are an increasingly important consideration
  • The impact of the overall trend toward natural and organic products on the salon market
  • How the growing ethnic populations will need to be served
  • The most popular products and services

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Table of contents

  1. Scope and Themes

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

                      • Women are more likely to get professional services done, but make room for the men
                        • The affluent more likely to get professional services
                          • Figure 1: Professional care services, by gender and household income, October 2010-November 2011
                        • Salon spend poised to rebound from the recession
                          • Figure 2: Real Disposable Personal Income, January 2007-January 2012
                        • A graying population ripe for treatments
                          • Figure 3: Population, by age, 2006-16
                        • The changing face (and hair) of the American population
                          • Figure 4: Population, by race and Hispanic origin, 2006-16
                        • Hair is number one focus, with express services poised to take off
                          • Figure 5: Beauty treatments have had done, March 2012
                        • A big hairy deal: “Manscaping” and “MANicures”
                          • Figure 6: Beauty treatments have had done at a salon– Any usage, by gender, March 2012
                        • Higher-priced services done with less frequency
                          • Figure 7: Frequency of services and average amount typically spent on beauty treatments, March 2012
                        • Targeting the growing ethnic populations
                          • Figure 8: Beauty treatments have had done at a salon, by race/Hispanic origin, March 2012
                        • What we think
                        • Issues in the Market

                            • To what extent will changing demographics impact salon services?
                              • How are environmental concerns and time-crunched consumers affecting this market?
                                • How can salons respond to growing competition from retailers entering the salon space?
                                  • How are consumers’ money-saving strategies impacting this market?
                                  • Insights and Opportunities

                                    • Men’s interest in personal appearance opens the door for specialized services
                                      • Expansion through express services and nontraditional locations
                                        • Socially responsible and environmentally friendly brands, products, and services
                                          • Salon-branded products: higher quality at an attractive price point
                                          • Inspire Insights

                                              • Trend: Premiumization and Indulgence
                                                • Trend: Girly Men
                                                  • Trend: The Big Issue
                                                  • Market Factors

                                                    • Key points
                                                      • Women and the affluent key salon customers, but make room for men
                                                        • Figure 9: Professional care services, by gender and household income, October 2010 - November 2011
                                                      • Aging population will create shift in demand for services
                                                        • Figure 10: Population, by age, 2006-16
                                                      • A growingly diverse population will require niche services and products
                                                        • Figure 11: Population, by race and Hispanic origin, 2006-16
                                                        • Figure 12: Median household income, by race and Hispanic origin of householder, 2010
                                                      • Weak economy impacts use of salon services and products
                                                          • Figure 13: Real Disposable Personal Income, January 2007-January 2012
                                                      • Competitive Context

                                                        • Mass brands go directly for salon clients
                                                          • DIY treatments go high-tech
                                                            • Attaching star power to mass products
                                                              • Blurring the salon lines
                                                              • Company Profiles

                                                                • Overview
                                                                  • Ulta
                                                                    • Aveda
                                                                      • John Paul Mitchell Systems Inc.
                                                                        • Regis Corporation
                                                                        • Innovations and Innovators

                                                                          • Natural products…
                                                                            • …and a natural look
                                                                              • Male-specific products
                                                                                • Combatting aging
                                                                                  • Collaborating with fashion, art, and pop culture
                                                                                  • Marketing Strategies

                                                                                    • Overview of the brand landscape
                                                                                      • Overview
                                                                                        • Great Clips
                                                                                          • Figure 14: Brand analysis of Great Clips, 2012
                                                                                        • Television advertising
                                                                                          • Figure 15: Great Clips, television ad, 2011
                                                                                          • Figure 16: Great Clips, television ad, 2011
                                                                                        • Online initiatives
                                                                                            • Figure 17: Great Clips smartphone app
                                                                                          • Supercuts
                                                                                            • Figure 18: Brand analysis of Supercuts, 2012
                                                                                          • Television advertising
                                                                                            • Figure 19: Supercuts, television ad, 2012
                                                                                            • Figure 20: Supercuts, television ad, 2011
                                                                                            • Figure 21: Supercuts, television ad, 2011
                                                                                          • Online initiatives
                                                                                            • Hair Cuttery
                                                                                              • Figure 22: Brand analysis of Hair Cuttery, 2012
                                                                                            • Television advertising
                                                                                              • Figure 23: Hair Cuttery, television ad, 2012
                                                                                            • Online initiatives
                                                                                                • Figure 24: Hair Cuttery YouTube channel, 2012
                                                                                              • Salons embrace “daily deal” promotions
                                                                                                • Internet review sites key influencers
                                                                                                  • Mongibello Hair Salon + Spa
                                                                                                    • Figure 25: Mongibello Yelp! review, 2012
                                                                                                  • Spa Soma
                                                                                                    • Figure 26: Spa Soma Yelp! review, 2012
                                                                                                  • Valeo
                                                                                                    • Figure 27: Valeo Yelp! review, 2012
                                                                                                • Beauty Treatments—Salon vs. Home

                                                                                                  • Key points
                                                                                                    • Popular treatments, both at salons and home
                                                                                                      • Figure 28: Beauty treatments have had done – categorical nets, March 2012
                                                                                                    • Haircuts are most likely done at salons; opportunity in blowouts
                                                                                                      • Figure 29: Beauty treatments have had done, March 2012
                                                                                                  • Beauty Treatments Done at a Salon

                                                                                                    • Key points
                                                                                                      • Opportunity exists to better target men for services at salons
                                                                                                        • Figure 30: Beauty treatments have had done at a salon, by gender, March 2012
                                                                                                      • Getting younger clients ready for a night out on the town
                                                                                                        • Encouraging older consumers to utilize salon services
                                                                                                          • Figure 31: Beauty treatments have had done at a salon, by age, March 2012
                                                                                                        • More affluent go to salons for more services
                                                                                                          • Figure 32: Beauty treatments have had done at a salon, by household income, March 2012
                                                                                                      • Beauty Treatments Done at Home

                                                                                                        • Key points
                                                                                                          • Beauty treatments are more likely to be done at home
                                                                                                            • Figure 33: Beauty treatments have had done at home, by gender, March 2012
                                                                                                          • Younger respondents DIY prone
                                                                                                            • Figure 34: Beauty treatments have had done, by age, March 2012
                                                                                                        • Cross-tabulation of Beauty Treatments

                                                                                                          • Key points
                                                                                                            • Those going beyond the basics do the widest range of treatments
                                                                                                              • Hair treatments
                                                                                                                • Figure 35: Salon beauty treatments have had done, by those who have had salon hair treatments, March 2012
                                                                                                              • Facial/body treatments
                                                                                                                • Figure 36: Salon beauty treatments have had done, by those who have done salon facial/body treatments, March 2012
                                                                                                              • Tanning
                                                                                                                • Figure 37: Salon beauty treatments have had done, by those who have done salon tanning, March 2012
                                                                                                              • Waxing
                                                                                                                • Figure 38: Salon beauty treatments have had done, by those who have done salon waxing, March 2012
                                                                                                              • Makeup
                                                                                                                • Figure 39: Salon beauty treatments have had done, by those who have done salon makeup, March 2012
                                                                                                              • Nail services
                                                                                                                • Figure 40: Salon eauty treatments have had done, by those who have done salon manicure/pedicure, March 2012
                                                                                                            • Frequency of Salon Services

                                                                                                              • Key points
                                                                                                                • Rewarding frequent customers to bolster loyalty
                                                                                                                  • Figure 41: Frequency of getting beauty treatment, March 2012
                                                                                                                • Men get treatments more frequently
                                                                                                                  • Figure 42: Frequency of beauty treatments, by gender, March 2012
                                                                                                              • Amount Spent on Salon Treatments

                                                                                                                • Key points
                                                                                                                  • Respondents spend more on services done less frequently
                                                                                                                    • Figure 43: Amount typically spent on beauty treatments, March 2012
                                                                                                                    • Figure 44: Amount typically spent on beauty treatments (mean), by gender, March 2012
                                                                                                                • Salon Haircare Products

                                                                                                                  • Key points
                                                                                                                    • Majority not purchasing haircare products at salons
                                                                                                                      • Figure 45: Haircare products purchased from a salon in the past six months, by gender, March 2012
                                                                                                                    • Younger respondents making product purchases in lieu of services at salons
                                                                                                                      • Figure 46: Haircare products purchased from a salon in the past six months, by age, March 2012
                                                                                                                  • Salon Haircare Brands Purchased

                                                                                                                    • Key points
                                                                                                                      • Two salon-exclusive brands lead for purchase rates
                                                                                                                        • Figure 47: Haircare brands purchased from a salon in the past six months, by gender, March 2012
                                                                                                                    • Salon Skincare Products Purchased

                                                                                                                      • Key points
                                                                                                                        • Opportunity to better target facial clients with skincare products
                                                                                                                          • Figure 48: Skincare products purchased from a salon in the past six months, by gender, March 2012
                                                                                                                        • Youngest respondents most dedicated to category…
                                                                                                                          • …work can be done to entice Boomers
                                                                                                                            • Figure 49: Skincare products purchased from a salon in the past six months, by age, March 2012
                                                                                                                        • Salon Skincare Brands Purchased

                                                                                                                          • Key points
                                                                                                                            • Clinique and Aveda dominate for skincare purchases
                                                                                                                              • Figure 50: Skincare brands purchased from a salon in the past six months, by gender, March 2012
                                                                                                                            • Younger shoppers opt for H2O Plus and Bliss
                                                                                                                              • Figure 51: Skincare brands purchased from a salon in the past six months, by age, March 2012
                                                                                                                          • Interrelationships between Haircare and Skincare

                                                                                                                            • Key points
                                                                                                                              • Cross-tabulation of hair products purchased by services done
                                                                                                                                • Hair treatments
                                                                                                                                  • Figure 52: Hair products purchased, by salon hair treatments done, March 2012
                                                                                                                                • Facial/body treatment
                                                                                                                                  • Figure 53: Hair products purchased, by salon facial/body treatments done, March 2012
                                                                                                                                • Cross-tabulation of skincare products purchased by services done
                                                                                                                                  • Figure 54: Skincare products purchased, by salon facial/body treatments done, March 2012
                                                                                                                                  • Figure 55: Skincare products purchased, by waxing done, March 2012
                                                                                                                                  • Figure 56: Skincare products purchased, by salon tanning and makeup services done, March 2012
                                                                                                                                • Cross-tabulation of skincare products purchased from a salon
                                                                                                                                  • Figure 57: Relationship between skincare products purchased from a salon in the past six months—part one, March 2012
                                                                                                                                  • Figure 58: Relationship between skincare products purchased from a salon in the past six months—part two, March 2012
                                                                                                                                • Relationship between haircare and skincare product purchases
                                                                                                                                  • Figure 59: Skincare products purchased from a salon in the past six months, by haircare products purchased from a salon in the past six months, March 2012
                                                                                                                              • Reasons for Purchasing Salon Products

                                                                                                                                • Key points
                                                                                                                                  • Stylist recommendations, self-treating, and quality perception hold the most sway
                                                                                                                                    • Figure 60: Reasons for purchasing haircare or skincare products from a salon in the past six months, by gender, March 2012
                                                                                                                                  • Quality is a key message for younger consumers
                                                                                                                                    • Figure 61: Reasons for purchasing haircare or skincare products from a salon in the past six months, by age, March 2012
                                                                                                                                  • Cross-tabulation of reason for purchasing by beauty treatments done
                                                                                                                                    • Hair treatments
                                                                                                                                      • Figure 62: Reasons for purchasing haircare or skincare products from a salon in the past six months, by salon hair treatments done, March 2012
                                                                                                                                    • Facial/body treatments
                                                                                                                                      • Figure 63: Reasons for purchasing haircare or skincare products from a salon in the past six months, by salon facial/body treatments done, March 2012
                                                                                                                                    • Tanning and nail services
                                                                                                                                      • Figure 64: Reasons for purchasing haircare or skincare products from a salon in the past six months, by salon tanning and nail services done, March 2012
                                                                                                                                    • Waxing and makeup application
                                                                                                                                      • Figure 65: Reasons for purchasing haircare or skincare products from a salon in the past six months, by salon waxing and makeup applications done, March 2012
                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                    • Key points
                                                                                                                                      • Beauty treatments done
                                                                                                                                        • Figure 66: Beauty treatments have had done at a salon, by race/Hispanic origin, March 2012
                                                                                                                                        • Figure 67: Beauty treatments have had done at home, by race/Hispanic origin, March 2012
                                                                                                                                        • Figure 68: Reasons for purchasing haircare or skincare products from a salon in the past six months, by race/Hispanic origin, March 2012
                                                                                                                                    • Correspondence Analysis

                                                                                                                                      • Methodology
                                                                                                                                        • Strong brand correlations center around convenience and price
                                                                                                                                          • Figure 69: Correspondence Analysis, select salon haircare brands, March 2012
                                                                                                                                      • Custom Consumer Groups—Gender and Age

                                                                                                                                        • Key points
                                                                                                                                          • Usage drops off for both genders after age 34
                                                                                                                                              • Figure 70: Beauty treatments have had done, at a salon or at home, by gender and age, March 2012
                                                                                                                                              • Figure 71: Beauty treatments have had done at a salon, by gender and age, March 2012
                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                            • Household Income
                                                                                                                                              • Haircare brands purchased
                                                                                                                                                • Figure 72: Haircare brands purchased from a salon in the past six months, by household income, March 2012
                                                                                                                                              • Skincare products and brands purchased
                                                                                                                                                • Figure 73: Skincare products purchased from a salon in the past six months, by household income, March 2012
                                                                                                                                                • Figure 74: Skincare brands purchased from a salon in the past six months, by household income, March 2012
                                                                                                                                              • Reasons for purchasing
                                                                                                                                                • Figure 75: Reasons for purchasing haircare or skincare products from a salon in the past six months, by household income, March 2012
                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Aveda
                                                                                                                                              • Red Bull North America, Inc.
                                                                                                                                              • Ulta Salon, Cosmetics & Fragrance, Inc.
                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                              • YouTube, Inc.

                                                                                                                                              Salon Services - US - June 2012

                                                                                                                                              £3,277.28 (Excl.Tax)