Beauty Salon Market Information for 2009 by bzu90713

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Professional Beauty Male Grooming Market USA 2009

Description:    (HAIR, HAIRDRESSING, BARBERING, STYLING, SKIN CARE, AND BEAUTY)

                Male grooming is more resilient to cutback in consumer spending as men seek the competitive edge
                in the work-place

                The men's beauty market is not homogeneous and segmentation is the key to success

                "Male gendered" beauty products and services outperform in the male grooming market


                The male grooming market has been increasing at double digit growth rates over the last decade in
                the US. The economic downturn has tempered optimism but the men's beauty market remains one
                of the best performing segments in the personal care sector, according to this new report.

                Business in men's salons and barbershops is more resilient than expected and market experts
                report mixed experiences in the sector. Sales forecasts were revised downwards for the recession.
                However, while some note that business has slowed, other men's salons are on track to meet
                original targets. Some male clients are tending to stretch out appointments, which spells a 10%
                revenue loss for the year. However, other US male grooming market experts report better than
                expected business. They attribute this resilience to the “competitive edge” which salon grooming
                confers. As one explained, “Men are more than ever concerned about looking younger and more
                relaxed so our color business is stronger than ever”

                The men's beauty care market lags the women's by some time. Men are now catching up with
                women with demand for men’s hair colouring having now taken off, decades after the women’s
                coloring boom. A fundamental change in male behaviour towards their appearance is responsible
                for this growth. Very large numbers of men are much more interested in their appearance than
                previously and interested in a different way than was the case. As one male grooming expert
                pointed out, “Many men have a new attitude to appearance, it is no longer just functional, they
                want their appearance to be in fashion.”

                Segmentation is crucial to success. Men cannot be treated as adjuncts to women consumers. They
                have different needs and priorities. Issues that are important to all men include convenience, a
                “male friendly” environment and services targeting men. The overwhelming majority of men are
                committed to being “masculine.” Most men are determinedly not “metrosexual,” that is, overtly
                concerned with personal appearance and enthusiastic consumers of all beauty treatments and
                fashionable clothing.

                In this new report on the US male grooming market, the author profiles gender specific behavior in
                salons and spas to understand how the most successful businesses adapt to male patterns of
                consumption and expectations. Different behaviors are shaped by men's particular grooming needs.
                Male consumers visit salons more often, use different services and spend less time on the
                premises. Men have different expectations of grooming products. They value functionality. Salons
                have increased sales of services and retail products when they satisfy this male desire for “facts.”
                Services and products which communicate their benefits to men perform better in this market as do
                companies which translate the traditional or feminine terminology used in salons into a more male
                friendly version.

                This new report is based on in-depth discussions conducted with male grooming experts in the US
                in 2008 and 2009. The author interviewed men's salons and barbershops in the US to quantify
                demand and determine changes in male grooming behaviour and demand for products and
                services. This 2009 report compares and contrasts data on male grooming trends from previous
                (1999, 04, 06) US and other salon market reports.

                This report, Men's Professional Beauty US 2009 is designed to allow companies to understand and
                benefit from the booming men's professional beautycare market. It researches examines duration
            and frequency of visit and spend per visit, usage of male grooming services provided in salons and
            barbershops. It identifies leading men's care beauty brands used. It explains how businesses
            increase their sales by male gendering services and products for male clients.



Contents:   REPORT STRUCTURE

            SECTION 1 SUMMARY AND RECOMMENDATIONS
            TABLE 1 Male grooming in the USA - estimated size current / projected
            Estimates of male spending on grooming products
            Male grooming products not mirror women’s
            Why look at male grooming?
            Men model consumers for downturn?
            Recommendations
            Male proof your business
            Male specific expectations
            Make men comfortable
            Male proof grooming vocabulary
            Opportunities with ethnic consumers
            Terminological complexities (cultural resonances and resistance)
            Data sources
            Date of publication

            SECTION 2 MALE GROOMING MARKET - QUANTIFYING NUMBER OF BUSINESSES
            TABLE 2 US salons/spas (%) by type – full service, haircut only
            Data sources salon/spa market
            TABLE 3 Salon/spa employment, by type, current and projected
            Barber and hairdressers - different training and skills sets
            Training – an industry crisis
            Booth renters
            GRAPH/TABLE 4 Single unit and multi-unit salons (%) distribution
            Chains in the USA (names, and examples)
            Market structure - geographical segmentation

            SECTION 3 MALE GROOMING MARKET - QUANTIFYING CONSUMER NUMBERS, SEGMENTS
            TABLE 5 Male groomers and grooming market, profiled
            Imprecise data / quantifying the male grooming market
            GRAPH/TABLE 6 The client pool - male population for grooming
            GRAPH/TABLE 7 Male grooming market segments (ABCD)
            TABLE 8 Men as % of clients in different salon/spa types
            Haircut only salons and men
            Full service salons and men
            TABLE 9 Men as % of clients in selected US salon chains

            SECTION 4 MALE GROOMING MARKET (FORECASTS)
            TABLE 10 Male grooming current / projected
            The US economy and male grooming
            Consumer behavior unpredictable
            TABLE 11 Male grooming market variations - historical and forecast
            Earlier forecasts revised
            Mixed experiences of businesses 2009

            SECTION 5 MALE GROOMING MARKET DRIVERS
            TABLE 12 Drivers - professional grooming services for men
            Greater male interest appearance
            Men will catch up with women
            Media and male interest in appearance
            Work related grooming
            Advertising even by competitors grows market
            Male grooming is a global trend
            Personal relationships grow grooming
            Men more open to salons / salons more open to men
            Multi units and franchisers
SECTION 6 MALE GROOMING MARKET - BUSINESS CONCEPTS / PERFORMANCE
Male consumption of professional grooming
TABLE 13 Grooming for men - different business formulas (client gender, market segment, menus)
Mixed views about different formulas
Room for many formulas (quotes)
TABLE 14 Male consumer profiles, by type of salon/spa used
Business concept –– haircut only / barber segment
Barbershops - many closures
Decline of barbering
Barber businesses/training did not adapt
New business formula developed – quick cut salon
Companies - quick cut hair salons (selected names)
Ethnic barbering niche is vibrant
Demographic change will complicate market
Business concept –– full service salons/spas
Views from decade ago (1999)
What men like about full service salons/spas

SECTION 7 MALE GROOMING MARKET – KEY BUSINESS FORMULAS
TABLE 15 Male grooming key success formulas
Convenience (time and location easy)
Convenience trumps loyalty
TABLE 16 Gender markers in grooming businesses
“Comfortable” with gendering of salon
Salon decor and even the surrounding conversations matter to men
Complimentary services male appropriate (shoe shine, beer, chair size)
Americans and men in other parts of world
Male staffing preferences / stylist’s manner
TABLE 17 Gender specific behavior and expectations
Advance planning of salon visit – men walk in
The time men allocate to haircut
Men’s behavior in the salon
Time management status related
Male consumers and their attitudes (“blunt,” “rational”)
Men buy into facts
Wording counts
Men are stylist dependent
Behind closed doors only
Male privacy universal demand
TABLE 18 Salon/spa terminology “traditional/feminine” versus “male friendly”
How to describe services for men
No shiny nails for (some) men
The MAN-icure
Language of autos, sports, and beach (not the boudoir)
New vocabulary hairstyling products
From “cream” to “cement” in 2004
One company’s male gendering strategies

SECTION 8 MALE GROOMING REVENUES HAIR CARE BY CATEGORY, SERVICES AND PRODUCTS)
Salon/spas revenue breakout male grooming
Level of retail in US salon/spa channel varies widely
TABLE 19 Benchmark data, revenues (%) by category in different salon segments
Comparison male spending on grooming products
GRAPH/TABLE 20 Male grooming revenues (%) by category
What to offer men? Fine tuning with little info
Occupational licensure a barrier to diversifying services
TABLE 21 Services offered and male use of services (sample only)
Haircut is the leading service
Quick cuts versus style intensive cuts
Top tools, methods and terms (clipper and buzz)
TABLE 22 Frequency of visits and hair length
Professional and upscale men – frequency of visits
Small changes in frequency big impact on bottom line
Veer from shorn to scruffy to shorn
Male conditioning demand is low
Hair services - salon coloring
Hair services - chemical (perm, texturize, shape)
Shaving services
Hair replacement treatments
Hair replacement specialist services
Surgical hair procedures
Surgical hair transplants grow
TABLE 23 Beauty services for men, best prospects
Surprised at demand for waxing
Media makes men aware of solutions
Waxing marks a life changing event
Men – skin care and hand care
Men - skin care
Men - hands and feet
Men are open to “high tech” beauty?
REVENUES FROM PRODUCT RETAIL TO MEN
Retail positive, but still relatively low
TABLE 24 Male spending on grooming products (estimate by category)
Fewer men buy retail than women
Drivers of male retail
“Product free” male services
Implications of product free for client/salon purchasing – small orders
TABLE 25 Salon retail product categories (ranked)
TABLE 26 Typical product categories in men’s lines
Salon/spa criteria to buy brands
Professional only system
Product diversion/ghost salons
Diversion is resented
Different estimates of diversion products market

SECTION 9 PRODUCT MANUFACTURERS (BRANDS)
TABLE 27 Different products/brands dominate professional hair channel (men and women)
Difference brand pictures, men’s and women’s market
Why a few lead in professional channel
The big name brands in salon hair care
Different brand patterns - men’s and women’s hair care
TABLE 28 Brands - hair care/shampoo identified and ranked
TABLE 29 Brands handled in multi-unit salon chains (unranked)
Own label products
TABLE 30 Brands with a men’s line in hair care (43 identified, unranked)
Other data /quotes on brands identified
Retailers of upmarket men’s lines
TABLE 31 Brands non-hair care, men’s lines (11 identified, unranked)

SECTION 10 CONSUMER PROFILES (MEN)
TABLE 32 Profile of male consume(s) in experts sampled
TABLE 33 Ages of different segments (child, young man, adult)
TABLE 34 Salon services and men most likely to use
Socioeconomics not the only variable

SECTION 11 MALE GROOMING MARKET COMPANIES IDENTIFIED (SALONS/SPAS)
TABLE 35 Multi-unit salon companies identified (25 names, unranked)
Companies operating male focused businesses - snapshots

SECTION 12 MALE GROOMING MARKET, SERVICE MENUS AND PRODUCT LINE UPS (EXAMPLES)
Baskets of services popular with men
TABLE 36 Service menus / packages (example -salon 1 )
TABLE 37 Service menus (example - salon 2 )
TABLE 38 Service menus (example - salon 3 )
TABLE 39 Product categories in selected upmarket men’s lines
TABLE 40 Product categories in men’s grooming “essentials” (salon)
TABLE 41 Special formulations/formats in men’s products

SECTION 13 MALE GROOMING MARKET PRICES AND SPENDING
Prices - national trends / benchmarks
Criteria used to determine pricing
Price banding - staff expertise
Pricing and staff commissions
Men as tippers
Prices stated are starting prices only
“Discounts for heroes”
Prices gender based
Non-gender pricing current laws - history
TABLE 42.A Prices services (example salon )
TABLE 42.B Prices salon membership (example salon )
TABLE 43 Prices men’s haircut (starting) by salon market segment
TABLE 44 Male spending/ticket prices (example - salon )
TABLE 45 Price men’s services (example – salon )

SECTION 14 - DATA SECTION (DEFINITIONS, REGULATORY, TOTAL MARKET)
TABLE 46 Census definitions relevant to barber channel
NAICS code
Census and NACCAS definitions
TABLE 47 Estimates of barber numbers
Regulatory frames for hair salons/barbers
Reciprocity practices “a mess”
Licensure (State Board of Cosmetology)
Schools close but a 12% growth in jobs
TABLE 48 Hair salons/spas - distribution by US state (2007)
TABLE 49 Salon industry - average work stations by type
Micro businesses dominate

SECTION 15 EXPERT SAMPLE, SOURCES, AND METHODOLOGY
Methodology
Expert sample – size, represents
TABLE 50 Expert sample - years in business, and size and
Expertise of sample
Geographical representation of sample
Professional organizations associated with experts
Media expertise
Product formulators expertise
Data sources – salon/spa market authorities
NACCAS 2007 study
Modern Salon Magazine 2007 study
On line professional groups

SECTION 16 COUNTRY DATA USA
TABLE 51 USA country data at a glance
TABLE 52 USA population - current and projections, racial and ethnic demographics (2008 and
2050)
TABLE 53 USA population projections, 2010-2020
TABLE 54a US population males age distribution (i)
TABLE 54b US population males age distribution (ii)

SECTION 17 ESTIMATING THE MALE GROOMING MARKET (WORKSHEETS)
Data on men
Reasons why men’s market hard to quantify (services and products)
TABLE 55 Estimate USA male grooming market based on population
TABLE 56 Estimate USA male grooming market based on market segmentation of male consumers
TABLE 57 Estimate basis - salon types, clients a week, % of men clients

SECTION 18 SYMBOLS AND ABREVIATIONS
Symbols used in tables
            Report formats

            SECTION 19 INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS
            (REGULATORY, TRADE, PROFESSIONAL)
            OUR REPORTS STATEMENT



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