Key takeaways
- Professional haircare retail is shifting from channel competition to a connected ecosystem.
- E-commerce will dominate for convenience, research, and refills, supported by digital education.
- Salons remain the most trusted source for expert advice and personalised recommendations when it comes to buying hair care products.
- Hybrid spaces and experiential stores will drive product discovery and brand loyalty.
- Education is critical for stylists to influence clients across all touchpoints.
On 4 December, Cosmetics Design will launch a special broadcast on ‘Future Hair Care Innovation’, which will include insights from:
- Connor Spicer, Beauty & Consumer Health Care Consultant, Euromonitor International
- Christine Hall, VP Global Hair Care & Colour Research, Estée Lauder Companies
- Claire Wilson, Commercial Education Director EMEA, Kao Corp Salon Division
Ahead of the broadcast, we spoke to Claire Wilson about the rapidly changing environment for professional haircare retail.
Salons as the credible anchor in a connected retail ecosystem
According to Wilson, selling hair care products is shifting from a channel-versus-channel mindset to an ecosystem where each ‘touchpoint’ plays a different role in the consumer journey.
Wilson said that e-commerce will continue to grow as a haircare sales channel, simply because consumers expect convenience, fast delivery, and transparent information. However, she highlighted that there is a notable divide happening whereby e-commerce is increasingly becoming the place where consumers research, compare routines, and buy refills.
“Digital education – product explainers, stylist-led tutorials, and social proof will influence these decisions more than ever,” she said. “In-salon retail, however, will stay the most authoritative channel.”
Wilson pointed out that consumers trust their stylist to provide expert advice and personal recommendations in a way that even the best online tool cannot replicate. As a result, the salon will still remain the leading sales channel for consumers with hair or scalp problems, who want a new look and/or full consultation or want help to build a routine.
“In-salon product recommendation takes a mix-and-match approach between sub-lines based on needs that is not really replicated online, where same-line product sets are often prescribed,” she explained.
Hybrid spaces and experiential stores: the future of discovery
Wilson believes that experiential stores and hybrid spaces will grow because consumers want to experience the products, learn techniques ‘live’, and engage with brands while utilising a ‘try before you buy’ concept. “These environments will act as discovery hubs that strengthen brand loyalty, especially for premium professional categories,” she said.
Wilson believes we will see more ‘connected retail’ where the salon will remain the ‘credible anchor’, e-commerce will be the convenience channel and drive reach, while the hybrid model will drive product discovery. “Education is the glue – equipping stylists with the expertise and confidence to influence clients across all these touchpoints," she said.
“What will change is that salons need to become more seamless,” said Wilson. “The winning salons will treat retail as part of the service experience, rather than an upsell at the end, through consultation and product explanations, especially on how to use correctly throughout all touchpoints.”
For more insights on the future of the hair care category, sign up here to watch our broadcast on Future Hair Care Innovation on 4 December at 5pm CET (4pm GMT or 11am EST), or on-demand whenever you want.
