Thursday, May 21, 2015Market

Granny trend and co-washing are more than just buzzwords

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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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