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Mass Hair Care Trends Nod to Salon Channel

The mass hair care industry is taking cues from the professional market and next year will capitalize on several leading salon trends to beef up mass' stagnant sales.

MIAMI — The mass hair care industry is taking cues from the professional market and next year will capitalize on several leading salon trends to beef up mass’ stagnant sales. Taking tips from those in the know was the focus at this week’s ECRM Hair Care conference held here at the Doral Golf Resort & Spa Sunday, Aug. 14 through Wednesday, Aug. 17. Buyers from drugstores including CVS and Happy Harry’s met with hair care suppliers including Kao Corp. and Schwartzkopf Henkel to tap into the latest offerings for next spring’s hair care planograms.

Several trends emerged at the show, including the key word “silk,” which will dominate more than one company’s positioning for new hair care entries in 2006, such as those from Vogue International, DeMert Professional and M&M Products. Companies are looking to capitalize on the salon industry’s Farouk Systems’ BioSilk hair care line, a leading professional regimen that addresses smoothing, volumizing and silkening in 15 products. Farouk’s leading stockkeeping unit, BioSilk Silk Therapy, is one that mass suppliers are taking special note of with similar products that can also be used on both hair and skin for a smooth, silky finish.

Suppliers are also finally taking note of the need for certain styling products, such as flat iron sprays, which are meant to be sprayed onto hair prior to using heat-styling appliances to serve as a barrier between the hair cuticle and the tool. Introductions from HM Mane Solutions were the most notable.

Straightening items remained present as suppliers see that the trend from four years ago still has legs in the mass category. Curlaway and HM Mane Solutions introduced temporary versions of at-home straightening kits. Hair accessories are also enjoying a recovery, with items from Scunci leading the way with fashion-forward items ranging from brushed metallics to animal prints to embellished clips. A newcomer, Ingenuity, in fact does have a product like no other on the market: a low-profile hair clip without a coil spine and a flat back.

While newness played a major role at the show, some older topics continued to play center stage, such as retailers’ quest to make room for new entries by taking out underperforming items.