Styling products create wave in hair care

Whether it’s creating beachy waves, sexy curls or modern ponytails, women aren’t shying away from styling their best fashion accessory: hair. 


Sales of styling products are on the upswing, according to the data provided by SymphonyIRI. The market research firm reported that for the 52 weeks ended Nov. 27 at food, drug and mass (excluding Walmart), sales of hair spray/spritz rose just shy of 1% to about $418.8 million, while sales of hair-styling gel/mousse rose 1.8% to about $642.7 million.


To be sure, hair care brands — such as Not Your Mother’s, which launched in 2010 under DeMert Brands — are not resting on their laurels. In fact, Not Your Mother’s is adding more than 7,500 new retail outlets to its distribution in January.


“In addition to our current retail mix, we are bringing in 6,200 CVS locations; 500 Supervalu stores, including Jewel-Osco, Shaw’s and Cub Foods; 300 H-E-B stores; 258 Duane Reade stores; 134 Shopko stores; Soap.com; and select Target stores by the first quarter of 2012,” stated Michele Sherbet, Not Your Mother’s brand manager and VP sales. “The retailers are excited to bring in this fresh, exciting line of products their customers have been asking for.”


Another example is Salon Grafix, which released in fall 2011 its new Curl Boosting spray, which is available at CVS and Rite Aid locations.

The article above is part of the DSN Category Review Series. For the complete Hair Care Buy-In Report, including extensive charts, data and more analysis, click here.