Electrical Haircare Appliances - UK - June 2008

Abstract

Mintel last reported on electrical hair appliances in June 2005. Since then, ceramic hair straighteners have continued to gain popularity with consumers, and prices have come down to meet demand. There is also a growing desire from consumers for appliances that protect, rather than damage, their hair.

This report examines the dichotomy between functionality and fashion. How do you make hairdryers trendy and widen the customer base for styling appliances? How do you persuade people to pay more for technology they do not really understand and perhaps do not want?

Electrical haircare is judged on results but is regarded with some suspicion by a large proportion of consumers. High usage of appliances, or appliances that attain great temperatures, is perceived as damaging to hair. This could limit usage; however, consumers still appear to want the highest spec on wattage in dryers (2200- 2300w) and the highest temperature on straighteners (230 degrees).

It may well be the case that people are not using the appliances correctly or that they wrongly equate heat with efficacy - however, the onus is on the manufacturers to come up with gentler haircare and to educate users. If a woman gets poor results, she is unlikely to blame herself, even if it is really down to her.

Main themes of the report:

• Is technology important in terms of what it actually does or in terms of the way in which it creates a buzz and makes the market look innovative and cutting edge?
• How do you persuade women to spend more in a market environment where many brands and products jostle for shelf space and discounting has become the norm?
• Is it possible to make dryers ' sexier' and to bring older women into the styling sector?
• Will significantly higher levels of main media expenditure produce higher growth rates?
• The market is somewhere between cosmetics, toiletries and small electrical appliances, somewhere between fashion and functionality. Is it better addressed by electrical appliance manufacturers, by haircare brands, by celebrity hairdressers, or by a synthesis of all three?