Abstract
This report reviews trends in demand for hair curling and waving services and
products in the professional (hair salon) channel, particularly in Europe and
the USA. The rise of straight hair as the most fashionable style saw demand for
wavy and curly hair fall in salons to an all time low. This was bad news for
salons because the permanent wave had been an important component of the most
lucrative business in the channel -- technical or chemical services.
The most recent research by Diagonal Reports (2003 and 2004) indicates that
curls and waves are making something of return -- though from a very low level
-- in some salons. The revival is strongest in the up-market, fashion-aware
salons whose clients are affluent, and fashion conscious.
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