Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Market at a glance
- New technologies have yet to accelerate purchase rate
- Flat irons anything but
- Economic pressure may turn into an opportunity
- Selection and price put mass merchandisers on top
- Aging female population shifts category growth opportunities
- User base becoming more diverse
- Leading companies
- Many new products but little differentiation
- Advertising and promotion
- Ownership
- Purchase rate is infrequent and declining
- Frequency of use of hair dryers drops slightly
- Replacement dominates reasons for purchase
- Familiarity the most important factor in hair dryer brand selection
- Important hair styling appliance features
Insights and Opportunities
-
- Make home hair styling work harder
- Embrace the heat
- Team up with the software of hair care
- You know it’s time to replace your hair dryer when…
- Home laundry parallels – and other alternative theories
Inspire Insights
-
- Hair Innovation
- Overview
- Give us a try
- Implications for beauty appliances
- ‘Homedulgence’
- Overview
- A First for Everything
- Implications for beauty appliances
- Austerity Chic
- Overview
- Hanging on To Our Looks
- Implications for beauty appliances
Market Size and Forecast
-
- Key points
- New technologies have yet to accelerate purchase rate
- Flat irons anything but
- Economic pressure may turn into an opportunity
- Sales and forecast
-
- Figure 1: U.S. sales and forecast of hair styling products, at current prices, 2003-13
- Figure 2: U.S. sales and forecast of hair styling products, at inflation-adjusted prices, 2003-13
Competitive Context
-
- The rest of hair care
- The economy
Segment Performance
-
- Key points
- Sales by segment
-
- Figure 3: U.S. sales of hair styling appliances, by segment, 2006 and 2008
Segment Performance—Hair Dryers
-
- Key points
- New products fail to heat up segment
- Sales and forecast
-
- Figure 4: U.S. sales and forecast of hair dryers, at current prices, 2003-13
Segment Performance—Other Appliances
-
- Key points
- Changing styles and new flat irons drive sales of other appliances
- Sales and forecast
-
- Figure 5: U.S. sales of other hair styling appliances, at current prices, 2003-13
Retail Channels
-
- Key points
- Selection and price put mass merchandisers on top
- Drug stores compete for beauty care dollars
- Smaller channels cater to more specialized needs
- Sales by channel
-
- Figure 6: U.S. retail sales of hair styling appliances, by channel, 2006 and 2008
Market Drivers
-
- Aging female population shifts category growth opportunities
-
- Figure 7: U.S. female population, 2003-13
- User base becoming more diverse
-
- Figure 8: Population, by race and Hispanic origin, 2003-13
Leading Companies
-
- Key points
- Conair a pioneer and still the leader
- Helen of Troy
- Spectrum Brands (Remington)
- Manufacturer sales
-
- Figure 9: Manufacturer estimated sales of hair styling appliances in the U.S., 2006 and 2008
Brand Qualities
-
- Different companies take different approaches to branding
- Conair focuses primarily on its own brand
- Helen of Troy manages a stable of licensed brands
- Remington name anchors several distinct product lines
Innovation and Innovators
-
- Many new products but little differentiation
- New materials for negative ions
- Innovation by combination
- Conditioners built into appliances
- New green line from Vidal Sassoon
- CHI brings advanced technologies to hair styling
Advertising and Promotion
-
- Overview
- Conair ads focus on Infiniti to support the overall brand
-
- Figure 10: Conair Infiniti Cord-Keeper TV ad, 2009
-
- Figure 11: Conair Infiniti Steam Straightener TV ad, 2009
- Figure 12: Conair Infiniti Hair Designer Pro hair dryer TV ad, 2009
- Remington leverages celebrity endorsements
Usage
-
- Key points
- Ownership highest for hair dryers
-
- Figure 13: Ownership of specific hair/beauty appliances, by age, February 2009
-
- Figure 14: Ownership of specific hair/beauty appliances, by household income, February 2009
- Purchase rate is infrequent and declining
-
- Figure 15: Purchase of specific hair/beauty appliances, by age, February 2009
- Mass merchants dominate sales of dryers
-
- Figure 16: Where last hair dryer was bought, by age, February 2009
-
- Figure 17: Where last “other hair appliance” was bought, by appliance, February 2009
- Frequency of use of hair dryers drops slightly
-
- Figure 18: Frequency of hair dryer use, by age, February 2009
-
- Figure 19: Frequency of hair dryer use, by household income, February 2009
- Use of curling irons drops among younger women
-
- Figure 20: Frequency of curling iron use, by age, February 2009
- Most other appliances used infrequently
-
- Figure 21: Frequency of use of various hair styling appliances, by type of appliance, February 2009
Hair Type and Salon Visiting
-
- Key points
- Natural hair type/style
-
- Figure 22: Natural hair style, by age, February 2009
- Salon visits
-
- Figure 23: Frequency of visiting the hair salon, by age, February 2009
-
- Figure 24: Frequency of visiting the hair salon, by household income, February 2009
Attitudes and Motivations
-
- Replacement dominates reasons for purchase
-
- Figure 25: Reasons for purchasing hair styling appliances, by age, February 2009
- Familiarity the most important factor in hair dryer brand selection
-
- Figure 26: Factors influencing latest hair dryer brand purchase, by age, February 2009
- The importance of brand selection factors varies for other appliances
-
- Figure 27: Factors influencing latest “other hair appliance” brand purchase, February 2009
- Important hair styling appliance features
-
- Figure 28: Importance of hair styling appliance attributes, by age, February 2009
Impact of Race and Hispanic Origin
-
- Hair styling appliance ownership
-
- Figure 29: Ownership of hair/beauty appliances, by race/Hispanic origin, February 2009
- Where purchased
-
- Figure 30: Where last hair dryer was bought, by race/Hispanic origin, February 2009
- Frequency of dryer usage
-
- Figure 31: Frequency of hair dryer use, by race/Hispanic origin, February 2009
- Natural hair type/style
-
- Figure 32: Natural hair style, by race/Hispanic origin, February 2009
Custom Consumer Groups
-
- Key points
- Marital status and presence of children
-
- Figure 33: Ownership of hair/beauty appliances, by marital status and presence of children, February 2009
-
- Figure 34: Importance of hair styling appliance attributes, by marital status and presence of children, February 2009
- The impact of hair type
-
- Figure 35: Ownership of hair/beauty appliances, by hair type, February 2009
-
- Figure 36: Importance of hair styling appliance attributes, by hair type, February 2009
- Frequency of salon visits
-
- Figure 37: Ownership of hair/beauty appliances, by frequency of salon visits, February 2009
-
- Figure 38: Importance of hair styling appliance attributes, by frequency of salon visits, February 2009
Cluster Analysis
-
- Frizzy Friedas
- Who they are
- Opportunity
- Wavy Wendies
- Who they are
- Opportunity
- Short Shawnas
- Who they are
- Opportunity
- Cluster characteristics
-
- Figure 39: Beauty appliance clusters, February 2009
- Figure 40: Frequency of hair styling appliance use, by beauty appliance clusters, February 2009
-
- Figure 41: Ownership of specific hair/beauty appliances, by beauty appliance clusters, February 2009
- Figure 42: Purchase of specific hair/beauty appliances, by beauty appliance clusters, February 2009
-
- Figure 43: Natural hair style, by beauty appliance clusters, February 2009
- Figure 44: Length of hair, by beauty appliance clusters, February 2009
-
- Figure 45: Frequency of coloring hair, by beauty appliance clusters, February 2009
- Figure 46: Frequency of visiting the hair salon, by beauty appliance clusters, February 2009
-
- Figure 47: Importance of hair styling appliance attributes, by beauty appliance clusters, February 2009
- Cluster demographics
-
- Figure 48: Beauty appliance clusters by age, February 2009
- Figure 49: Beauty appliance clusters by household income, February 2009
- Figure 50: Beauty appliance clusters by Hispanic origin, February 2009
- Cluster methodology
Other Useful Consumer Tables
-
- Appliance purchase
-
- Figure 51: Purchase of hair/beauty appliances, by household income, February 2009
-
- Figure 52: Purchase of hair/beauty appliances, by race/Hispanic origin, February 2009
- Source of purchase
-
- Figure 53: Where last hair styling appliance was bought, by household income, February 2009
-
- Figure 54: Where last hair styling appliance was bought, by race/Hispanic origin, February 2009
- Frequency of use: By specific hair styling appliances
-
- Figure 55: Frequency of curling iron use, by race/Hispanic origin, February 2009
-
- Figure 56: Frequency of flat iron use, by race/Hispanic origin, February 2009
-
- Figure 57: Frequency of curling iron use, by household income, February 2009
- Factors influencing brand purchase: By specific hair styling appliances
-
- Figure 58: Factors influencing latest hair dryer brand purchase, by household income, February 2009
-
- Figure 59: Factors influencing latest hair dryer brand purchase, by race/Hispanic origin, February 2009
-
- Figure 60: Factors influencing latest curling iron brand purchase, by household income, February 2009
-
- Figure 61: Factors influencing latest curling iron brand purchase, by race/Hispanic origin, February 2009
- Importance of hair styling appliance attributes
-
- Figure 62: Importance of hair styling appliance attributes, by household income, February 2009
-
- Figure 63: Importance of hair styling appliance attributes, by race/Hispanic origin, February 2009
- Frequency of coloring hair
-
- Figure 64: Frequency of coloring hair, by age, February 2009
-
- Figure 65: Frequency of coloring hair, by household income, February 2009
- Frequency of visiting hair salon
-
- Figure 66: Frequency of visiting the hair salon, by age, February 2009
-
- Figure 67: Frequency of visiting the hair salon, by household income, February 2009
- Style and length of hair
-
- Figure 68: Style of hair, by household income, February 2009
-
- Figure 69: Length of hair, by age, February 2009
-
- Figure 70: Length of hair, by household income, February 2009
Appendix: Trade Associations
Back to top