Opportunities ahead in Hair Care and Hair Coloring

by Kyle Lentz, category analyst, part of Monthly Retailer Category Tips

Be prepared to meet shopper demand with your hair care and coloring product assortments.

  • Hair care products focusing on dandruff, psoriasis, and seborrheic dermatitis continue to perform well in the independent market. Twelve of the top 15 items within HRG’s PAC (performance analysis calculation) product rankings are used to treat at least one of the three conditions mentioned. Hair care products in general sell better in chain, mass, and grocery, leaving independent drug stores to focus on a more robust medicinal selection. Take time to learn about these medicinal hair care items so you can consult with customers and recommend the products best suited to treat their condition.
  • As the nation continues to struggle with the COVID-19 pandemic and people tighten their budgets, look for continued growth in both the value and hair coloring segments. The value segment consisting of brands like Suave, VO5®, Finesse®Hair care, and Aussie offer a wide selection of shampoos, conditioners, and styling aids at more affordable prices. The hair coloring segment is down a bit in unit sales from the same period last year, but we expect this to change over the next several months as consumers continue to tighten their belts. A four-foot hair coloring planogram is available so you can capitalize on this category poised for growth. If you don’t have space for a full section but want to offer your customers options, carry a range of shades from a leading brand. You can satisfy demand and take advantage of these profit-building products.
  • Head & Shoulders® continues to introduce shampoos and conditioners targeting the full range of customers with dandruff issues. They offer clinical strength and men’s specific, along with their classic line. Additional products, like Smooth & Silky, Ocean Lift, and Apple Cider Vinegar target women, a segment Head & Shoulders is focusing on growing. This brand anchors the therapeutic subcategory, and brands like Neutrogena®, Selsun Blue®, and DHS are also lines that no independent pharmacy should be without. Use shelf signs to highlight new items in this subcategory to draw the attention of shoppers and capture sales and profits.