Hair coloring has drugstores seeing green

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stockchecker on hair coloring

 

Hair coloring has drugstores seeing green

D.P. Hamacher & Associates Inc., a Milwaukee-based management consulting company specializing in drugstore management tools, provided the material for this column. For further information, call the Hamacher firm at 1-(800) 888-0889, or e-mail the company at Hamacher@execpc.com. Hamacher also has a Web site at http://www.hamacher.com .

As demographics change, so does a category's focus. The nation's teen population is growing faster than any other group, a fact not lost on hair care manufacturers. This year's big hit, hair coloring, taps into the style consciousness of Generation X and Y men and women as never before. In the past six months, hair color items accounted for 117 of the nearly 300 hair care introductions. And established brands, like Clairol and L'Oreal, are introducing strong color lines—Herbal Essence and Open, respectively—to target this youth market.

Sales of the subcategory as a whole grew 5.3%, and drugstores lead all other outlets in the hair coloring category. However, both food and mass outlets are gaining ground at the expense of drugstores.

Outlet
Sales (000)
Change %
Outlet Share
Change %
Drugstores
$564,000
+2.3
40%
-1.2
Mass-merchants
535,800
+5.6
38
+.2
Food stores
310,200
+10.5
22
+1
Total
1,410,000
+5.3

Men's hair color is behind a great deal of category growth. Over the past two years, the men's side of the business has been growing twice as fast as the women's market. Sales of men's hair coloring products have reached $200 million, showing no signs of declining any time soon.

Blonde's popularity

Is it true that blondes have more fun? More than 40% of those who color their hair are willing to bet they do. The popularity of blonde shades has spread to—and is driven by—the age 16-24 male market. According to a survey by Teenage Research Unlimited, 63% of teen boys said that dyed hair is cool. Thanks to popular personalities like Eminem and baseball's Mike Piazza, teens are seeing the people they admire going blonde. And in typical teen fashion, they are consciously copying the style.

New items

L'Oreal and Clairol, manufacturers that have catered to mature customers, are trying to make inroads with teens and young adults. L'Oreal's Open line, containing 24 SKUs, and Clairol's Herbal Essence line have debuted with huge marketing budgets. These manufacturers hope to position their products as market leaders among the young who use hair coloring to make a fashion statement. Teens also feel that hair coloring makes them look and feel better about themselves.

Another established name, Revlon, has introduced its High Dimension line to compete with Feria and L'Oreal's new Open line. High Dimension is the first 10-minute color on the market and is available in 24 vibrant shades.

Merchandising

We merchandise hair coloring in brand blocks that follow the manufacturer's number codes. In larger sets, we include a variety of brands to offer customers the best selection and a substantial number of new products. In smaller sets, we pare down the subcategory, focusing on the best-selling line and filling in the gaps with top sellers and product introductions from other brands. This strategy enables retailers to specialize in one brand while still providing the most popular shades of other brands.

We place a small number of men's hair coloring items in the hair care department. However, the bulk of men's coloring products are merchandised on the shelves of the men's shaving & grooming department. These products include men's blonde shades from Feria and Herbal Essence.

Hair coloring is an important subcategory for drugstores. Stay in-stock on a variety of products, and keep your shelves well merchandised. Your customers will appreciate the options.

HAIR COLORING SUBCATEGORY SUMMARY

Large Dept.

Medium Dept.
Small Dept.
Linear Feet
24
20
10
Number of SKUs
80
70
28
Estimated Sales per Year
$3,300
$3,000
$1,725
Estimated Inventory Retail
$1,120
$1,000
$470
Retail Inventory Turns
3
3
3.6

 

NEW HAIR CARE ITEMS

Product
Manufacturer
Clairol Xtreme FX Blue Denim
Bristol-Myers

Clairol Xtreme FX Hot Red

Clairol Xtreme FX Purple
Bristol-Myers
Clairol Xtreme FX Smoldering Orange
Bristol-Myers
Herbal Essence Hair Color 10 Pale Blonde
Bristol-Myers
Herbal Essence Hair Color 13 Light Irides Blonde
Bristol-Myers

Herbal Essence Hair Color 14 Light Golden Blonde

Herbal Essence Hair Color 22 Medium Blonde
Bristol-Myers
Herbal Essence Hair Color 25 Med Irides Blonde
Bristol-Myers

Herbal Essence Hair Color 26 Dark Blonde

Herbal Essence Hair Color 38 Bright Auburn
Bristol-Myers
Herbal Essence Hair Color 40 Bright Burgundy
Bristol-Myers

Herbal Essence Hair Color 42 Deep Auburn

Herbal Essence Hair Color 44 Deep Red
Bristol-Myers
Herbal Essence Hair Color 45 Auburn Brown
Bristol-Myers
Herbal Essence Hair Color 46 Copper Brown
Bristol-Myers

Herbal Essence Hair Color 48 Radiant Burgundy

Herbal Essence Hair Color 48.5 Deep Intense Copp
Bristol-Myers
Herbal Essence Hair Color 49 Deep Intense Ruby
Bristol-Myers
Herbal Essence Hair Color 54 Light Golden Brown
Bristol-Myers

Herbal Essence Hair Color 56 Light Brown

Herbal Essence Hair Color 60 Med Golden Brown
Bristol-Myers
Herbal Essence Hair Color 61 Bronze Brown
Bristol-Myers
Herbal Essence Hair Color 63 Med Rich Brown
Bristol-Myers
Herbal Essence Hair Color 65 Deep Bronze Brown
Bristol-Myers
Herbal Essence Hair Color 67 Deep Rich Brown
Bristol-Myers
Herbal Essence Hair Color 70 Bright Black
Bristol-Myers
Herbal Essence Hair Color XL2 Extra Light Blonde
Bristol-Myers
Herbal Essence Hair Color XL4 Ex Light Cop/Bld
Bristol-Myers

L'Oreal Excellence Cream 4RB Dark Red Brown

L'Oreal Excellence Cream 4RR Intense Deep Burg
L'Oreal
L'Oreal Excellence Cream 5RR Intense Cop/Red
L'Oreal

L'Oreal Excellence Cream 6RR Intense Auburn

L'Oreal Excellence Cream 7G Dark Golden Blonde
L'Oreal
L'Oreal Excellence Creamlights
L'Oreal
L'Oreal Feria 82 Iridescent Blush
L'Oreal
L'Oreal Feria 92 Iridescent Bloom
L'Oreal

L'Oreal Feria 102 Iridescent Bliss

L'Oreal Feria Extra Bleach Blonde
L'Oreal
L'Oreal Open 3W Magic Spell
L'Oreal
L'Oreal Open 4C Calypso
L'Oreal
L'Oreal Open 4G Equinox
L'Oreal
L'Oreal Open 4M Solar
L'Oreal
L'Oreal Open 4N Terrestrial
L'Oreal
L'Oreal Open 5G Odyssey
L'Oreal
L'Oreal Open 5K Borealis
L'Oreal
L'Oreal Open 5M Equator
L'Oreal

L'Oreal Open 5N Atlantis

L'Oreal Open 5R Aurora
L'Oreal
L'Oreal Open 6C Venus
L'Oreal
L'Oreal Open 6G Oxygen
L'Oreal
L'Oreal Open 6M Orion
L'Oreal
L'Oreal Open 6N Stellar
L'Oreal
L'Oreal Open 7C Zenith
L'Oreal
L'Oreal Open 7G Solstice
L'Oreal
L'Oreal Open 7N Harmony
L'Oreal
L'Oreal Open 8G Comet
L'Oreal

L'Oreal Open 8K Osiris

L'Oreal Open 8N Azure
L'Oreal
L'Oreal Open 9G Celestial
L'Oreal
L'Oreal Open 9N Lunar
L'Oreal
L'Oreal Open 10G Astral
L'Oreal
L'Oreal Open 10N Horizon
L'Oreal
Lumina Hair Color 21 Black Iris
Maybelline
Lumina Hair Color 32 Plum Orchid
Maybelline

Lumina Hair Color 36 African Violet

Lumina Hair Color 40 Flowering Maple
Maybelline
Lumina Hair Color 42 Chestnut Petals
Maybelline
Lumina Hair Color 43 Hazelnut Bloom
Maybelline
Lumina Hair Color 44 Autumn Bouquet
Maybelline

Lumina Hair Color 50 Maple Blossom

Lumina Hair Color 52 Flowering Chestnut
Maybelline
Lumina Hair Color 53 Amber Lily
Maybelline
Lumina Hair Color 54 Ginger Petals
Maybelline
Lumina Hair Color 55 Cherry Blossom
Maybelline
Lumina Hair Color 56 Blooming Berry
Maybelline

Lumina Hair Color 60 Wheat Bloom

Lumina Hair Color 63 Golden Nectar
Maybelline
Lumina Hair Color 64 Copper Peony
Maybelline
Lumina Hair Color 65 Copper Carnation
Maybelline
Lumina Hair Color 69 Tiger Lily
Maybelline
Lumina Hair Color 70 Jasmine Bouquet
Maybelline
Lumina Hair Color 71 Passionflower
Maybelline
Lumina Hair Color 73 Goldenrod
Maybelline
Lumina Hair Color 80 Blond Gardenia
Maybelline
Lumina Hair Color Golden Honeysuckle
Maybelline

Natural Instincts Exotic Peruvian Fire 83

Natural Instincts Exotic Rio Red Ginger 84
Bristol-Myers
Natural Instincts Exotic Burmese Ruby 85
Bristol-Myers
Nutrisse Hair Color 92 Chardonnay
Maybelline
Nutrisse Hair Color 94 Apricot
Maybelline
Nutrisse Lightening Kit
Maybelline
Revlon High Dimension 01 Ult/Light/Nat/Blond
Revlon

Revlon High Dimension 02 Ultra Soft Blond

Revlon High Dimension 21 Bright Black
Revlon
Revlon High Dimension 22 Mahogany Black
Revlon
Revlon High Dimension 35 Velvet Brown
Revlon
Revlon High Dimension 40 Dark Brown
Revlon
Revlon High Dimension 44 Dark Copper Mahog
Revlon

Revlon High Dimension 45 Burgundy Brown

Revlon High Dimension 50 Medium Brown

Revlon High Dimension 54 Bronzed Brown
Revlon
Revlon High Dimension 55 Medium Auburn
Revlon
Revlon High Dimension 56 Auburn Brown
Revlon
Revlon High Dimension 58 Med Golden Brown
Revlon
Revlon High Dimension 60 Light Brown
Revlon
Revlon High Dimension 61 Light Cl Brown
Revlon
Revlon High Dimension 66 Light Auburn
Revlon
Revlon High Dimension 70 Dark Blonde
Revlon
Revlon High Dimension 74 Bark Copper Blonde
Revlon
Revlon High Dimension 80 Medium Blonde
Revlon
Revlon High Dimension 83 Medium Gold Blonde
Revlon
Revlon High Dimension 83 Rich Gold Blonde
Revlon
Revlon High Dimension 90 Light Blonde
Revlon
Revlon High Dimension 92 Very Light Cl Blonde
Revlon
Revlon High Dimension 96 Light red Blonde
Revlon

 

HAIR COLORING NEVER-OUT LIST

Use this never-out list to monitor your in-stock condition. The items listed account for more than 50% of the dollar sales in the hair coloring subcategory. An out-of-stock on any of these items represents a significant loss of sales.

____ Clairol Frost & Tip Blonde

____ L'Oreal Frost & Design Kit

____ L'Oreal Preference 5 Medium Brown

____ Nice n Easy 98 Extra Light Brown

____ Nice n Easy 122 Black

____ Nice n Easy 124 Blue Black

 



Sandra Levy. Hair coloring has drugstores seeing green.

Drug Topics

2001;22.

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