This year, the TOP HAIR trade show in Dusseldorf was attended by a number of salon hair care professionals looking for new trends, products, and brands. Besides the leading market players, such as L’Oréal, Unilever, Procter & Gamble, and Kao, several niche companies and brands showcased their product portfolio for the German market.
Among the brands entering the local market in 2015, we saw the premium Italian brand Nika, as well as a new styling brand called Eimi from Wella Professionals, which will be available on the market in May 2015. The launch of a new styling lineup offering custom-designed styling with the intermixable product array of nine SKUs in the portfolio is in line with the emerging trend of product customization and layering in hair styling.
Matrix from L’Oréal has just introduced on the local market its new styling line, Style Link, which includes three boosters to strengthen the effects of specific styling products: Volume Booster, Hold Booster, and Gloss Booster.
While the styling trend is shaping 2015, the focus still remains on the argan oil-infused products, as well as BB and CC treatments for hair. In line with consumers’ growing appetite for multifunctional treatments for colored hair, both L’OréalProfessionnel and Schwarzkopf Professional introduce new color correcting treatments. At the show, L’Oréal Professionnel introduced its re-designed Vitamino Color hair care line along with the new Color Corrector for blond hair. Schwarzkopf Professional introduced its new hair color treatment in the BC Bonacure Color Freeze line.
The astonishing number of visitors at this year’s TOP HAIR International show sheds promising light on the 2015 hair industry’s performance in Germany, leaving behind the modest growth recorded here in 2014. Although many challenges exist in this mature market, particularly fierce competition among existing market players and the latest niche brands entering the market, such as Amika, Living Proof, and Evo, there is still room for everyone to grow, with over 80,000 hair salons in the country. The key to success is the right marketing strategy and new product developments as a response to the constantly changing trends.
To find out more exciting fact about the salon hair care market in Germany, as well as other promising markets, refer to Kline’s Salon Hair Care Global Series of reports—a deep and complex analysis of the global professional hair care market in all key regions. The 2014 data pertaining to the report has been released this week in Kline’s interactive online database.