Thursday, May 21, 2015Market

Granny trend and co-washing are more than just buzzwords


According to the global market research and consulting firm Kline, the “granny trend” of women of all ages coloring their hair shades of silver and gray is more than a media craze. Another trend validated by this revolutionary data set is co-washing, which is the practice of cleansing one’s hair with conditioner instead of shampoo.

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According to Kline PRO, a product-level database published quarterly, hair colorant sales within the brights and silver shade groups are up 46% and 14%, respectively, in 2014.
These data are based on a panel currently reporting on about 1,000 independent salons and 8,500 chain salons.

Another trend validated is co-washing. The clarifying segment of conditioners has been growing exponentially. While still nascent and accounting for less than 1% of total conditioner sales in 2014, the clarifying segment posts the highest growth of all conditioner types in independent salons.

Functional hair care, or products that provide specific performance-oriented benefits like restoring hair or imparting shine, is another area where Kline PRO is reporting significant growth. In independent salons, products that address thinning hair increase by 22% in shampoos and 12% in conditioners in 2014.
Nioxin, the undisputed leader within the thinning segment, jumps 22% in shampoo sales. Other products contributing to growth in the functional hair care space include Kevin Murphy Plumping line, Pureology’s Strengthcure in the repair/condition segment, the launch of Oribe Gold Lust Repair & Restore collection, and Redken’s Blonde Idol and Color Extend lines in the color care segment.

Meanwhile, hair oils is an area that is losing …

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