THE SALON MARKET IN JAPAN 2004
August 06
Innovation helps increase sales in an otherwise stagnant market
Salon spending by all consumer segments continues to be driven by appearance-consciousness. It would be difficult to exaggerate the extent to which people in Japan –– both male and female –– are appearance-conscious.
While younger people regard the image they project as a form of self-expression, older people spend on their appearance for work reasons. Many clients are businessmen who visit to ensure that they look “professional” (tidy and neat).
Business is stagnant because the Japanese salon market is mature, saturated, and intensely competitive.
Technical hair care services (colour and perm) account for over 50% of hair salon business..
Demand for hair colouring grew “strongly” in the salon sample over the past few years. Demand is driven by younger Japanese women, who regard hair colouring as a means of personal expression.
Japanese hair salons maintain their business by launching new colour styles, sometimes for each season, and by training stylists in the latest techniques. A new service, which combines colour and shine boosted sales.
Who Can Benefit?
Any large company selling haircare products or involved in beauty/wellness nationally or globally can benefit from this intelligence. They include:
· Mass-market hair care product formulators
· Direct sellers of cosmetics and haircare
· Retailers (perfumeries, department stores)
· Pharmacy (health & beauty)
· Raw material/specialty chemical suppliers
· Consumer pharmaceuticals
Sources
Diagonal Reports plugs into the experts who make the professional haircare care market.
Professional beauty channel experts (eg. salon managers, technicians, colourists, stylists…) are the most knowledgeable experts on this planet on hair care products and on the consumer because of their unique client relationship
The salon relationship is intensive and face-to-face. The service visit is mainly spent discussing appearance problems, solutions and aspirations. Stylists and aestheticians listen to their clients during a 60 minute plus session. It is a long-term relationship lasting years with regular (eg, monthly, quarterly or weekly) service visits.
Diagonal Reports, by interviewing salon experts and tracking sector developments, is best placed to identify and evaluate emerging haircare trends.
Report · Title: THE SALON MARKET IN JAPAN 2004
· Price: US$3,048 (Euro2,400)
· Published: October
· Pages: 51
· Series: The Global Professional Salon Market Series, published in 03-05 which includes the US, EU, Japan, China and other key markets. Each report follows the same format and approach to facilitate global and regional comparisons
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