New research proves clients need salon help with thinning hair, and they want it before, during and after they start to experience hair loss.
Plus, more clients than ever are interested in the on-demand fashion options and flexibility of extensions and hair enhancements. All good news for stylists and salon owners looking for new ways to help clients and grow business!
In this exclusive 2016 survey of both consumers and salon professionals, MODERN SALON gathered unparalleled information on habits, perceptions, demographics, trends and opportunities shaping the evolving salon service and professional product category that MODERN is redeﬁning as “HAIR+.”
Scan the highlights and key takeaways from the research in this top line special report. Then, use the analysis as a foundation to point you in the direction you want to grow.
These are all questions that the HAIR+ research results can help you start answering—especially when paired with the salon success stories and sponsor proﬁ les featured in this issue.
Throughout the coming year, MODERN SALON Publisher Steve Reiss and Senior Editor Lauren Quick will be presenting more detailed HAIR+ research ﬁndings at leading industry gatherings. Watch your inbox and modernsalon.com/hairplus for details.
Finally, on October 16-17, 2016, in Atlanta, you can experience all the elements of the HAIR+ research and the entire category coming to life at the ﬁrst HAIR+ Summit, the only immersive, advanced education event created—by design—just for salon professionals. There’s also an advanced education and certification day on October 18. Visit HairPlusSummit.com to learn more.
Why did MODERN SALON invest in researching the hair enhancement and thinning hair category? Our editors noted a significant trend both from our salon sources as well as the professional brand partners serving salons. Distributors were paying more attention to the segment, the number of extensions brands exhibiting at national and global shows continued to grow, and more leading brands developed retail treatments. Even trichology, the science of hair and its diseases, started popping up in conversations.
Everyone seemed interested in hair loss, but no one had concrete information on what salon clients wanted from salons or how salons are currently serving clients who have—or are afraid they will have—thinning-hair issues. MODERN saw the need for a broader dialogue, and the HAIR+ initiative was launched with an extensive survey of consumers and salon professionals fielded in May 2016.
The number-one reason your salon should get more involved in the HAIR+ category? Your clients want and need you to do so. Here are the stats:
Men: More than half of men surveyed by MODERN SALON for HAIR+ report some hair loss, and 75% are concerned about current or future hair loss.
Note: Men who have not yet experienced hair loss are even more interested in finding a solution or alternative to thinning hair (52%) versus those already dealing with hair loss (50%).
Women: Nearly one-third of women say they have hair loss, and 96% say having full, healthy hair is important to them, with 81% at least somewhat concerned about hair loss. Of those with hair loss, vitamins and nutrition are the most common solutions tried, followed by professional salon products.
Stylists Agree Demand is Growing:
The current salon-industry focus is on people who are already losing their hair. Research shows the best opportunities are related to preventative solutions.
HAIR+ research shows that most of your clients are experiencing or concerned about hair loss and they want to find a solution, are willing to pay for a solution, but haven’t yet tried a solution. They haven’t addressed hair loss because they don’t know enough to start the conversation—yet alone to start exploring the options. That’s where you, the salon professional, come in.
More key facts from the survey:
When asked what they knew about hair loss, about half of salon professionals claim “quite a bit” of knowledge, and 65% say they are comfortable discussing thinning-hair issues with clients. However, that comfort level conflicts with consumers’ perception of stylist knowledge.
Research also shows stylists greatly underestimate how many consumers feel they are experiencing hair loss (stylists say only 23% of their clients on average have hair loss; contrasting sharply with the 64% of men and 32% of women who report hair loss or thinning hair). These disconnects only reinforce
the opportunity for salons to hone and amplify their hair loss consultation, communication and marketing skills.
The HAIR+ Conclusion: GROWTH Can be Yours!
There are many more facts, figures and analysis of this first HAIR+ survey to share, and MODERN SALON will continue to present it and help salons and stylists explore opportunities. As we do, keep in mind:
Have questions or ideas to share on how to take the next step? Do you know of any hair loss-related resources your fellow salon pros should know about? Contact Modern Salon Senior Editor Lauren Quick (Lauren.Quick@bobit.com) or Publisher Steve Reiss (Steve.Reiss@bobit.com).