As fewer Covid-19 cases are reported in the U.S. and vaccinations reach a critical mass, going out hair returns.
It was just six months ago, that it appeared that shoppers were seemingly putting down the blow dryers and hair tools for good. Faced with never-ending stay-at-home lifestyles, Kline Group saw the U.S. market for hair tools and appliances decline by 1% in 2020. At the time, a return to normal was not expected until 2023 when the hot tools category is projected to reach modest 2% growth. Even in-salon blowouts and event-esque looks for weddings and proms were depressed as U.S. salon bookings declined by 60% nationwide, according to SafeGraph.
While the overall hair category did grow last year, it was largely due to hair treatments and the larger self-care effect. But, like makeup, which is starting to see a resurgence, going out hair is making a comeback.
Jessica Hanson, GHD North America general manager, said the hair appliance company grew double digits in 2020. She expects that to hold through 2021. “We were very lucky, our business was growing pre-pandemic and has only continued to grow,” said Hanson speaking of North American and every country GHD sells. She credited GHD’s strength to the fact that its hair tools are “not consumables.”
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