The hair and skin care salon C&T sector in Poland is thriving. According to figures by US market researcher Kline Group, the market size of professional hair care products reached USD $112m in 2013, growing by 6.5% per year since 2008.
The increase was driven by the many new market entrants and the increasing demand of customers for specialised hair treatments. Like in most countries, the majority of women visit hair salons to get their hair coloured or highlighted. And Poland was no exception here: hair colouring was the biggest and quickest growing category last year, followed by styling and shampoo and conditioning treatments. The smallest category was hair texturising.
Looking at the major players in the market, the professional hair care sector is dominated by international brands. L’Oréal occupies the top spot here, followed by P&G and Kao. These three companies account for almost 50% of total market size.
In salon skin care, things look different. Just like in retail skin care, Polish brands have a very strong position in the market. Since 2008 the professional face care sector has been growing by 5.5% per year and Kline Group says that it is one of the fastest growing markets in Europe.
Although French brand Thalgo is the biggest salon face care brand in Poland, local manufacturers Bielenda Professional and Dr. Irena Eris are number two and three on the market. Both brands have a highly segmented portfolio of professional ranges and a number of stand-alone spas and salons. They are also amongst the biggest retail brands in face care so customers know and trust these brands.
Amongst Bielenda Professional’s latest launches is the Laser Lifting range which comprises a face mask, serum, face cream and ultrasonic massager. And Irena Eris recently launched Oxy Energy Q10, a regenerating facial treatment.
The professional ranges are also popular with salon customers who buy products to take home after their treatment. Unsurprisingly the biggest category here was anti-ageing products which grew 4% in 2013. Next in line were products promising to tackle skin conditions like sensitivity, cellulite and sun protection, followed by products for dehydrated skin, acne-affected skin and skin with hyperpigmentation.
And the outlook for the salon skin care sector is very promising indeed, according to Kline Group. Further expansion of franchised and own-branded salons and spas as well as increased marketing activity will drive the sector forward. Another growth area will be urban salons/spas and destination spas. These types of facilities will gain in popularity with both Polish and international customers who are attracted by affordable prices, high quality service and products and a wide range of treatment options.
Annemarie Kruse