To find out what salons really want— hair color product categories, ingredients, marketing support—ask the private label companies. They field requests every day from salon professionals who have a vision for their own brand.
Evan Parker, director of sales and marketing for TCI Laboratories, sees several trends emerging in private label that mirror what’s happening in salons. “Hair color-retaining products are in demand because of professional hair coloring services, and several popular national brands have established the demand for natural and sulfate-free hair color products,” says Parker.
Parker also sees an increased trend in spa-quality products for both salon treatment and retail. TCI products are OTC certified: Products meet state and federal requirements allowing them to carry anti-aging, acne care, burn relief and other medicinal claims, he says. For more information on TCI products, go to www.trademarkcosmetics.com
Aware's color retention line.
Todd Shea, director of marketing for Aware Products, explains that salons are no longer just looking for individual hair color products, but for systems that provide a complete regimen for specific hair care needs.
“High-end salons are very brand conscious and, in addition to top quality ingredients, they want packaging, promotions, merchandising materials and marketing support to create their personalized brand,” he says.
Aware also provides skin care and bath and body products and, in response to the growth in spa services, will soon launch a line of spa products. For more information, visit www.awareproducts.com.
Enso's Beauty Renew Collection.
Elizabeth Kenny, founder of Enso Beauty, a luxury private label brand of hair care products, has seen private label go from “after-thought” at contract manufacturers to seriously branded products from trusted manufacturers.
“Luxury products with exquisitely designed packaging and sumptuous formulas are among the hottest trends in private label today,” says Kenny. “Salons also want easier ordering options—pre-designed, upscale packaging that only requires them to send in their logo.”
Kenny also notes that in the past, most private label hair color products did not offer salons educational and promotional support.
“Today’s private label companies have to help salons motivate staff with promotional materials, product sampling programs and product knowledge classes,” she says. See Enso Beauty’s hair color products at www.ensobeauty.com.