10.26.21
According to a recent report from Kline, 2020 marked the boldest moves toward digitalization for the professional beauty industry.
Professional skin care was the only segment to gain share, while professional hair care and nail care saw steep declines.
“Consumers favored products that were selfcare- and wellness-oriented,” says Kline. “This was especially seen in the rise of soothing products, designed to repair damaged or irritated skin and clean beauty claims.”
Image courtesy of Kline.
stylist behavior changed during the pandemic, including:
Hair care benefited from several trends that defined the market in 2020, such as the usage of masks for self-care as well as hair color maintenance while salons were closed.
Shampoos and conditioners remained the leading and best-performing product category.
Marketers and professionals provided new avenues for consumers to replenish their professional skin care products, such as:
As a result, several brands tapped into the rising DIY trend by offering at-home kits to remove/paint nails.
Social activism and inclusion played a key role, leading brands to increase their shade ranges.
Gels became the leading category in the market due to a softer decline in sales.
Traditional nail polishes were a bright spot as consumers opted for premium-quality products that were easy to use and remove at home, as well as regular manicure and pedicure services that required less time at the salon.
Furthermore, Klein predicts that “clean beauty” claims will continue to trend as consumers seek safe and efficacious beauty products; that digital initiatives will continue to be a driving force as many consumers have adjusted to new purchasing patterns; and that marketers will increase their presence in trending brick-and-mortar retailers.
Salons and doctors’ offices are expected to return to normal activity levels as restrictions begin to ease up.
Professional skin care was the only segment to gain share, while professional hair care and nail care saw steep declines.
“Consumers favored products that were selfcare- and wellness-oriented,” says Kline. “This was especially seen in the rise of soothing products, designed to repair damaged or irritated skin and clean beauty claims.”
Image courtesy of Kline.
Professional Hair Care
Several new trends made their way into the salon hair care market as consumer andstylist behavior changed during the pandemic, including:
- Brands with existing digital presence adopted affiliate programs in an effort to help stylists.
- Self-care products that focused on healing and maintaining the hair trended.
- Consumers turned to do-it-yourself (DIY) beauty techniques, such as boxed coloring and at-home haircuts.
Hair care benefited from several trends that defined the market in 2020, such as the usage of masks for self-care as well as hair color maintenance while salons were closed.
Shampoos and conditioners remained the leading and best-performing product category.
Professional Skin Care
The professional skin care market proved to be resilient and dynamic despite a challenging year. According to Kline, the market experienced 0.7% growth in 2020.Marketers and professionals provided new avenues for consumers to replenish their professional skin care products, such as:
- At-home treatments and spa kits were on the rise, especially during quarantine.
- Virtual consultations were offered by marketers, as well as physicians and estheticians.
- Marketers introduced doorship programs to help support sales through professional doors.
Professional Nail Care
The coronavirus lockdowns sparked a steep decline in the professional nail care industry sales, challenging marketers to rethink their strategies.As a result, several brands tapped into the rising DIY trend by offering at-home kits to remove/paint nails.
Social activism and inclusion played a key role, leading brands to increase their shade ranges.
Gels became the leading category in the market due to a softer decline in sales.
Traditional nail polishes were a bright spot as consumers opted for premium-quality products that were easy to use and remove at home, as well as regular manicure and pedicure services that required less time at the salon.
Forecasts for the Future
Klein expects the professional beauty market to rebound, with a CAGR of +6% by 2025.Furthermore, Klein predicts that “clean beauty” claims will continue to trend as consumers seek safe and efficacious beauty products; that digital initiatives will continue to be a driving force as many consumers have adjusted to new purchasing patterns; and that marketers will increase their presence in trending brick-and-mortar retailers.
Salons and doctors’ offices are expected to return to normal activity levels as restrictions begin to ease up.
