Daily dose of style: can targeted formulations and versatile cuts that give consumers more than one look boost sales of hair styling products?

Household & Personal Products Industry, May, 2008 by Christine Esposito

What remains to be seen is whether Salon Selectives--one of the first salon-inspired mass brands--can regain prominence in a market that is home to more brands with true salon heritage, such as Nexxus, and popular newcomers like Sunsilk.

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There are challenges ahead for companies in the salon sector too. Ownership continues to evolve as large corporations, looking for higher-margins, gobble up successful salon brands. Most recently, P&G announced plans to acquire luxury salon operator Frederic Fekkai.

"Fekkai fits with P&G Beauty's strategy of focusing on faster growing, higher-margin, more asset-efficient businesses. It further demonstrates our desire to win with key brands in the prestige channel," said Randall Chinchilla, P&G Beauty spokesperson. "This channel complements P&G's presence in retail and professional hair segments, increasing our ability to offer more products to more consumers in new channels. We see opportunities in establishing a joint vision that leverages the diverse set of skills of both organizations."

One of Fekkai's skills has been its ability to create cutting-edge styling products. Its newest range, Fekkai Coiff, features a limited-edition setting lotion used on runway models during New York Fashion Week as well as Controle Ironless Straightening Balm, a non-chemical balm that provides weightless straightening during the blow-drying process.

Another issue facing salon brands is the softening economy. Will foot traffic to salons--and subsequently product sales--slow? While some analysts tracking the salon business say sagging consumer confidence and the rising cost of everyday goods will hamper the market, industry insiders are more optimistic.

"If there is a recession, you never notice it in the salon world. People still want to look good," said Ms. Sprankle.

Mr. Harrington echoed that sentiment. "There is evidence that because people are sacrificing on big ticket luxury items, they are unwilling to compromise on those items that are every day essentials which make them feel good about themselves," said Mr. Harrington. "They may even forgo their second Starbuck's of the day, but not their looks."

The Spray's the Thing

EVER SINCE THE FIRST commercial products appeared in the late 1940s and early 1950s, hair spray has remained a constant tool for stylists and consumers alike. Why? The answer is simple, say hair care experts: it's easy to use.

"The consumer understands the application of hair spray, and what its purpose is," said Todd Barnes, Rusk's regional education manager. Some suggest that consumers are leery of heavier-weight styling products, such as waxes, pastes and pomades. "Hair spray is an equalizer," said Brooke Carlson, vice president and general manager of Rusk, Inc. "Nobody has to feel daunted; there is no fear."

In addition, hair spray is the critical last step in the styling process, locking in the look for the long haul.

"When the consumer gets her hair done, and she likes it, she wants to know that she can keep it that way," added Mr. Barnes, whose company recently unveiled Being Sexy, a new extra-hold hair spray that "infuses the hair with texture, shine and touchable, long-lasting support."