The Return of the Curl? (GSP 2004)

TABLE OF CONTENTS............... 2

THE GSP SERIES.... 4

How terms are used...... 4

EXECUTIVE SUMMARY................. 5

MARKET TRENDS AND SIZES................. 6

Current levels of demand. 6

Is a change in sight?.... 6

Estimates of the market size....... 6

The “old smelly perm”.... 7

The unfashionable permanent wave..... 7

The unsafe permanent wave..... 7

One chemical bad, two chemicals worse.... 7

Time pressures............. 7

New styling regimes. 8

Does styling date a woman? 8

What salon stylists are saying.... 8

CONSUMER SEGMENTS FOR HAIR STYLING (CURLS AND VOLUME)............... 10

Summary........... 10

Table 1 Curls and hair volume - consumer segments for and methods of achieving........... 10

Curling straight hair..... 10

The social curlers. 10

Curl controllers........... 11

Volumizers......... 11

HOW STYLISTS AND CONSUMERS CURL HAIR...... 12

Styling tools.... 12

Styling aids..... 12

A MARKET OPPORTUNITY – UNMET DEMAND FOR EFFECTIVE CURLING AND VOLUMIZING......... 13

Summary........... 13

Lack of effective alternative to perms........... 13

Perms with less problems........... 13

Table 2 Chemical perils... 13

Perming coloured hair..... 14

A forced choice. 14

Safe on natural and treated hair..... 14

A simpler product range... 15

A multi-functional perm product 15

Simpler process 15

Shorter product development times........... 15

Products for chemically treated hair..... 16

SELLING PERMS IN THE PROFESSIONAL CHANNEL............... 16

Technical skills.... 16

Technical support 16

Preventing products falling into the wrong hands.. 16

A make-over for the perm........... 17

Strong promotions......... 17

Table 3 Check list of product requirements “the dos”.... 18

Table 3.2 list of product requirements “the don’ts” 18

MARKET SIZES (ESTIMATES)........... 19

Data problems........... 19

Professional products market 19

The “diverted” / “grey” market 19

Table 4 Professional market, estimates for selected countries........... 19

PERMING DEMAND IN THE GSP SALONS 20

Table 5 Demand for perming services in Europe, Americas, and Asia (GSP salons) 20

PERMING SERVICE PRICES IN THE GSP SALONS 21

Table 6 Average spending per salon visit..... 21

Table 7 Prices for perming services 21

COMPANIES AND BRANDS IDENTIFIED............ 22

Summary........... 22

Professional only. 22

Own label (salon). 22

Table 8 Hair care and hairstyling brands. 23

What different brands deliver. 23

Table 9 Perming brands. 24

APPENDICES.......... 26

APPENDIX GLOSSARY OF TERMS.. 26

Table 10 Glossary of hair perming terms... 26

APPENDIX PRODUCTS AND TOOLS USED TO CURL/WAVE HAIR 27

Table 11 Hair styling methods........... 27

APPENDIX HAIR STRAIGHTENING – CHEMICAL PROCESSES............. 27

How the chemicals work... 27

APPENDIX HAIR PERMING IN SALONS 28

Table 19 Hair perming process in salons.. 28

Perming technique........... 28

The salon consultation......... 28

Pre-treatment test...... 29

Are tests carried out?.... 29

Applying the scalp protector and chemical formula 29

Sectioning hair..... 29

Appling the chemical formula 29

Cold and hot perms........... 29

Rinse and apply neutralizer........... 29

APPENDIX PROFILE OF COMPANIES AND BRANDS 30

INDEX OF COMPANY AND BRAND NAMES. 39

DIAGONAL REPORTS STATEMENT.......... 43

Symbols used in tables.. 43