The Colorist

JUL-AUG 2017

The Colorist is the hair color authority! How-to’s for stunning hair styles, hair color formulas, products for color-treated hair, celebrity colorist profiles, education tips and salon industry news are included in each issue.

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Page 14 of 52

12 The Colorist | JULY/AUGUST 2017 | PHOTOGRAPHY: COURTESY OF L'ORÉAL PROFESSIONNEL Lotus Abrams EDITOR IN CHIEF ere at The Colorist magazine, we live and breathe hair color, so I've long appreciated just what a powerful income-generator this service can be for stylists. I recently came across a study, however, that really drives that point home. Global management consulting and market research fi rm Kline & Company's recent blog post titled "How Colorful Is the Salon Hair Care Industry" identifi ed hair color services as the largest salon service category, representing 31 percent of total salon service revenue in 2016. e article also stated that hair color services recorded substantial growth for the year—up 7 percent—making it the second fastest growing service type after treatments, which represents only 2 percent of salons' service revenue. Kline also reported that fi ve of the 10 fastest-growing services in 2016 were hair color services: men's lightening (1), balayage/hair painting (2), semipermanent color(4), bleach and tone (5) and men's coloring (8). e statistics come from data derived from the Kline Pro database, which is based on millions of anonymous transactions from two main sources: distributors (including BSG and SalonCentric) and independent salons via software providers. Approximately 600 brands are represented in the database, including both major brands and many smaller brands. "I think what is most surprising is how fast the color category is still growing—7 percent growth for such a mature category is remarkable," says Carrie Mellage, Kline Group vice president, consumer products. One of the key drivers of this growth, according to Mellage, is fashion trends. "For years the category had been driven by baby boomers looking to cover gray," she says. "Today, it is largely driven by millenials looking to make a fashion statement. Brights have been going strong. | up ont color is k g Newer coloring techniques like eclipting and contrasting roots drive interest. Celebrities and social infl uencers constantly changing their own looks also has a positive infl uence. e last couple years, bond builders have also had a positive eff ect on the category, allowing stylists to make more drastic changes, and giving consumers confi dence to do so." Not surprising, hair color sales have increased by 7.5 percent according to Kline, outpacing all other categories. Although blonde shades have the highest share of the category at 42 percent, the fastest-growing colors of 2016 were silvers, which increased 58 percent over 2015; bright shades (up 26 percent); and black shades (up 17 percent). Hair color's domination also extended to retail sales, where Kline data shows that color care shampoos make up nearly one-fourth of the shampoos category, and saw an increase of 16 percent over last year. So what is the takeaway of the Kline data for salons, and how can stylists leverage it? " e biggest opportunity for salon owners is to capitalize on these trends at the register," Mellage says. "While we saw that services and sales of products going into the salon were up (in some cases signifi cantly), we unfortunately saw declines in many product categories at point-of-sale (POS). Clearly, color is important to consumers. Salons could help their customers better understand the benefi ts of caring for their color treatments at home." silvers +58% brights +26% blacks +17% fa e -grow g ha color ades 2016

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