GSP 2004 - The Return of the Curl? Refashioning curls and waves will grow the haircare market

Table of Contents

THE GSP SERIES 4

• How terms are used 4

EXECUTIVE SUMMARY 5

MARKET TRENDS AND SIZES 6

• Current levels of demand 6
• Is a change in sight? 6
• Estimates of the market size 6
• The "old smelly perm" 7
• The unfashionable permanent wave 7
• The unsafe permanent wave 7
• One chemical bad, two chemicals worse 7
• Time pressures 7
• New styling regimes 8
• Does styling date a woman? 8
• What salon stylists are saying 8

CONSUMER SEGMENTS FOR HAIR STYLING (CURLS AND VOLUME) 10

• Summary 10
• Table 1 Curls and hair volume - consumer segments for and methods of achieving 10
• Curling straight hair 10
• The social curlers 10
• Curl controllers 11
• Volumizers 11

HOW STYLISTS AND CONSUMERS CURL HAIR 12

• Styling tools 12
• Styling aids 12

A MARKET OPPORTUNITY -- UNMET DEMAND FOR EFFECTIVE CURLING AND VOLUMIZING 13

• Summary 13
• Lack of effective alternative to perms 13
• Perms with less problems 13
• Table 2 Chemical perils 13
• Perming coloured hair 14
• A forced choice 14
• Safe on natural and treated hair 14
• A simpler product range 15
• A multi-functional perm product 15
• Simpler process 15
• Shorter product development times 15
• Products for chemically treated hair 16

SELLING PERMS IN THE PROFESSIONAL CHANNEL 16

• Technical skills 16
• Technical support 16
• Preventing products falling into the wrong hands 16
• A make-over for the perm 17
• Strong promotions 17
• Table 3 Check list of product requirements "the dos" 18
• Table 3.2 list of product requirements "the donts" 18

MARKET SIZES (ESTIMATES) 19

• Data problems 19
• Professional products market 19
• The "diverted" / "grey" market 19
• Table 4 Professional market, estimates for selected countries 19

PERMING DEMAND IN THE GSP SALONS 20

• Table 5 Demand for perming services in Europe, Americas, and Asia (GSP salons) 20

PERMING SERVICE PRICES IN THE GSP SALONS 21

• Table 6 Average spending per salon visit 21
• Table 7 Prices for perming services 21

COMPANIES AND BRANDS IDENTIFIED 22

• Summary 22
• Professional only 22
• Own label (salon) 22
• Table 8 Hair care and hairstyling brands 23
• What different brands deliver 23
• Table 9 Perming brands 24

APPENDICES 26

APPENDIX GLOSSARY OF TERMS 26

• Table 10 Glossary of hair perming terms 26

APPENDIX PRODUCTS AND TOOLS USED TO CURL/WAVE HAIR 27

• Table 11 Hair styling methods 27

APPENDIX HAIR STRAIGHTENING -- CHEMICAL PROCESSES 27

• How the chemicals work 27

APPENDIX HAIR PERMING IN SALONS 28

• Table 19 Hair perming process in salons 28
• Perming technique 28
• The salon consultation 28
• Pre-treatment test 29
• Are tests carried out? 29
• Applying the scalp protector and chemical formula 29
• Sectioning hair 29
• Appling the chemical formula 29
• Cold and hot perms 29
• Rinse and apply neutralizer 29

APPENDIX PROFILE OF COMPANIES AND BRANDS 30

DIAGONAL REPORTS STATEMENT 43

• Symbols used in tables 43