Hair Styling Appliances - US - September 2007

Table of Contents

Scope and Themes

• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Terms

Executive Summary

• New technologies fuel market
• Aging of the female population through 2012 may dampen sales
• Outreach to Boomers warranted to sustain market growth
• Teens, tweens and young multiethnic consumers
• Fashion trends and competition from styling products
• Modest growth in mature, highly competitive market
• ' Other' hair styling appliances comprise fastest-growing segment
• Conair and Helen of Troy hold leading share of market
• Advertising and promotion
• Mass merchandisers are dominant outlets
• Consumer research
• Ownership, usage and purchasing strongest among younger respondents
• Effective marketing to Boomers may focus on salons and promote
• products for colored, thinner and shorter hair
• Ethnic groups show strong ownership and purchasing levels, have specific needs
• Reasons and considerations when purchasing new appliances and selecting specific brands
• The future

Market Drivers

• New technologies fuel market
• Far-infrared
• Ionic products
• Ceramic coatings
• Other innovations
• Growth of female population: a key underlying driver
  • Figure 1: Female population, by age, 2002-12
• Baby Boomers: a key affluent demographic group
  • Figure 2: Median household income, by age of householder, 2005
  • Figure 3: Median personal income of women, by age, 2005
• Teens and tweens
• Younger consumers increasingly multiethnic
  • Figure 4: Population, by race and Hispanic origin, 2002-12
• More natural styles and softer curls
• Styling products compete with appliances

Market Size and Trends

• Figure 5: Total U.S. retail sales of hair styling appliances, at current and constant prices, 2002-07
• Figure 6: Total U.S. retail sales of hair styling appliances, at current and constant prices, 2002-07
• Figure 5: Total U.S. unit shipments of hair styling appliances, 2002-07

Market Segmentation

• Figure 7: Sales of hair styling appliances, segmented by type, 2004 and 2006
• Curling irons, straighteners, hot rollers etc.
  • Figure 8: Sales of curling irons, straighteners, hot rollers etc., at current and constant prices, 2002-07
• Hairdryers
  • Figure 9: Sales of hairdryers, at current and constant prices, 2002-07

Supply Structure

Companies and brands

• Figure 10: Manufacturer sales of hair styling appliances in the U.S., 2004 and 2006
• Conair Corporation
• Helen of Troy
• Spectrum Brands (Remington)

Advertising and Promotion

• Figure 11: Maxi-glide TV ad for ceramic straightener
• Conair
  • Figure 12: Conair TV ad for Infiniti Hair Designer Hot Air Styler
  • Figure 13: Conair TV ad for Infiniti straightener
  • Figure 14: Conair TV ad for Instant Heat Ionic Hair Roller
• Helen of Troy
  • Figure 15: Helen of Troy TV ad for Vidal Sassoon
• Remington

Retail Distribution

• Introduction
  • Figure 16: U.S. retail sales of hair styling appliances, by channel, 2004 and 2006
• Mass merchandisers
  • Figure 17: U.S. mass merchandiser sales of hair styling appliances, at current and constant prices,
• Supermarkets and drug stores
  • Figure 18: U.S. supermarket and drug store sales of hair styling appliances, at current and constant
• Specialty stores
  • Figure 19: U.S. specialty store sales of hair styling appliances, at current and constant prices, 2002-07
• Department stores
  • Figure 20: U.S. department store sales of hair styling appliances, at current and constant prices, 2002-07
• Other retailers
  • Figure 21: U.S. other store sales of hair styling appliances, at current and constant prices, 2002-07

The Consumer

• Introduction
• Summary
• Type and length of hair dictates ownership and use of appliances
  • Figure 22: Style of hair and length of hair, by age, August 2007
  • Figure 23: Style of hair and length of hair, by race/ethnicity, August 2005
• Hair coloring and salon visit frequency
  • Figure 24: Frequency of coloring hair, by age, August 2007
  • Figure 25: Frequency of coloring hair, by race/ethnicity, August 2007
• Frequency of salon visits
  • Figure 26: Frequency of visiting the hair salon, by age, August 2007
  • Figure 27: Frequency of visiting the hair salon, by race/ethnicity, August 2007
  • Figure 28: Frequency of visiting the hair salon, by household income, August 2007
• Ownership of hair styling appliances
  • Figure 29: Total ownership of hair styling appliances, August 2007
  • Figure 30: Ownership of hair styling appliances, by age, August 2007
  • Figure 31: Ownership of hair styling appliances, by household income, August 2007
  • Figure 32: Ownership of hair styling appliances, by race/ethnicity, August 2007
• Frequency of appliance use
  • Figure 33: Hairdryer frequency of use, by age, August 2007
  • Figure 34: Curling iron frequency of use, by age, August 2007
  • Figure 35: Straightener frequency of use, by age, August 2007
  • Figure 36: Hair styling appliance frequency of use, by race/ethnicity, August 2007
• Purchasing of hair styling appliances in the past year
  • Figure 37: Purchasing of hair styling appliances in the previous 12 months, August 2007
  • Figure 38: Purchasing of hair styling appliances in the previous 12 months, by age, August 2007
  • Figure 39: Purchasing of hair styling appliances in the previous 12 months, by household
  • Figure 40: Purchasing of hair styling appliances in the previous 12 months, by race/ethnicity, August 2007
• Reasons for purchasing hair styling appliances in the last 12 months
  • Figure 41: Reasons for buying hair styling appliances in the previous 12 months, August 2007
  • Figure 42: Reasons for buying hair styling appliances in the previous 12 months, by age, August 2007
  • Figure 43: Reasons for buying hair styling appliances in the previous 12 months, by household
• Considerations when buying a hair styling appliance
  • Figure 44: Considerations ranked as important/very important when purchasing hair styling
  • Figure 45: Considerations ranked as important/very important when purchasing hair styling
  • Figure 46: Considerations ranked as important/very important when purchasing hair styling appliance, by race/ethnicity, August 2007
• Factors weighed when selecting brand of appliance
  • Figure 47: Influences on brand choice of hair styling appliances, August 2007
• Where women shop for hair styling appliances and products
  • Figure 48: Channel in which each type of hair styling appliance was bought, August 2007

Future and Forecast

• Future trends
• New technologies and time-saving features
• Environmentally friendly products: an undeveloped area of innovation
• New styling trends: softer curls and waves
• Catering to Baby Boomers important for market growth
• Growing importance of the multiethnic consumer
• Market forecast
• Hair styling appliances market
  • Figure 49: Forecast of total U.S. retail sales of hair styling appliances, at current and constant
  • Figure 50: Graph: Forecast of retail sales of hair styling appliances, at current and constant
• Curling irons, straighteners, hot rollers etc.
  • Figure 51: Forecast of U.S. retail sales of curling irons, straighteners, hot rollers etc., at
• Hairdryers
  • Figure 52: Forecast of U.S. retail sales of hairdryers, at current and constant prices, 2007-12
• Forecast factors

Appendix: Trade Associations