Beauty Store Business

DEC 2014

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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68 December 2014 | The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from Beauty Store Business. © 2014 by Creative Age Communications, Inc. All rights reserved. Deborah Carver Publisher/CEO » Mindy Rosiejka Vice President/CFO » EDITORIAL Stephanie Yaggy Lavery Editorial Director » Marc Birenbaum Executive Editor » Shelley Moench-Kelly Managing Editor » Manyesha Batist Senior Editor » Karie L. Frost Fashion/Beauty Director » ADVERTISING Jerry Lovell Associate Publisher/Advertising Director » Nazli Ozen Santana Account Executive » ART Dawn Cobalt Creative Director Michael Block Art Director Cristen Wilson Graphic Artist Armando Sanchez Photographer/Photo Editor Cam Campanaro Pre-Press Manager Sophia Freeman Desktop Specialist WEB/MARKETING Andrew B. Smith Marketing Director Ryan Boydstun Web Art/UX Director Mantas Andri Web Developer Lizzy Sherman Senior Web Editor PRODUCTION Garnet Blair Production Director Madlen Martinez Production Manager Claudia Marquez Production Coordinator » Flora Robinson Production Assistant CIRCULATION Barbara L. Shepherd Circulation Director Steve Verba Intranet Marketing Specialist Jamie Andrew Audience Marketing Manager ADMINISTRATION Lourdes Nuno Accounting Manager Viktoriya Milshteyn Accounts Receivable Manager Susie Chavez Accounting Assistant April Menendez Show Manager Denise Maiman Special Projects Manager Dario Dicochea Administrative Assistant For advertising information, call 800.442.5667, 818.782.7328. SUBSCRIPTION QUESTIONS? Write to Beauty Store Business , Attn: Subscriptions, PO Box 1072, Skokie, IL 60076-8072; call 800.624.4196 or 847.763.9615 or email PUBLICATION OFFICES: Beauty Store Business , 7628 Densmore Ave., Van Nuys, CA 91406-2042 For all nonsubscription questions, call 818.782.7328 or fax 818.782.7450. M a g g i e Aw a r d Wi n n e r Kline has teamed with the Professional Beauty Association (PBA) for its own "big data" initiative: to ofer a source for timely, detailed sales performance data on the professional beauty market. Based on transactional data culled from a panel of independent salons, chain salons, and distributors, this data initiative yields category, brand, and product-level sales data on a quarterly basis. Among the highlights from the data just released covering Q2 2014 is that men do like to look stylish, so long as it's quick and easy. Products specifcally targeting men outpaced the overall market in both chain and independent salons. Of particular note are products that add texture, which comprise 84% of men's hair styling products. The top items in this segment are American Crew's Forming Cream, followed by two items from Paul Mitchell's Mitch line: Reformer Strong Hold Texturizer and Clean Cut Medium Hold Styling Cream. Treatments is another bright spot, with the second quarter of 2014 witnessing the product type's highest sales since 2012. The treatment segment currently represents 20% of the conditioners category in independent salons. The new Pureology Strength Cure range has helped repair damaged hair and segment sales alike. Kevin Murphy's BODY.MASS, with its eyelash thickening and lengthening technology, is another one of the top movers for the quarter. With this type of data now becoming available, industry participants will be in a better position to identify the latest market trends and emerging product innovations helping the professional beauty industry carve out a larger piece of the total beauty market. Kline will share further insights on the changing beauty landscape and bright spots in the professional segment at the PBA Executive Summit to be held December 4-5, 2014 at the Montelucia Resort in Scottsdale, AZ. Visit for information and to register. The Professional Beauty Association (PBA) advocates for the rights of every member and is dedicated to tracking, introducing and responding to legislation at both the state and federal levels with potential to affect the beauty industry. Visit for more information. emerged as "essential." Digital has moved from the peripheral to the epicenter of a brand's marketing and distribution strategy. Brands that were previously exclusive to the professional channel are now using retail outlets as part of their channel strategies. The internet has become a legitimate venue for professional products thanks to initiatives like Loxa Beauty by BSG and L'Oréal's collaboration with StyleSeat. The formula for a winning marketing approach can be created based on the right retailing mix and what is appropriate for a particular product, brand, or category. The professional sector has always been a place where consumers can fnd a high level of quality when it comes to both service and products. Professional outlets—which include salons, spas, beauty institutes, and doctors' ofces—account for about 7% of total U.S. market sales when factoring in back-bar (professional use) products, making it the smallest retail outlet. In contrast, mass outlets (food stores, drug stores, and mass merchandisers combined) command the lion's share of market sales at 61%. Department stores also control a sizable portion at 13% of the U.S. beauty industry. The beauty retailing landscape is constantly in fux and has changed dramatically in the 50+ years that Kline has been tracking the market. The consumer's path to purchase is not always clear as ofine and online shopping are more intertwined than ever before. Alternate shopping channels and sub-channels once dismissed by many in the industry as being "negligible" or "insignifcant" have T Th e be The be consta onst d rama t ram The Changing Face of the Beauty Industry and the Professional Channel professional beauty association advancing our industry

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