The hairdressing market - Italy (2024)

1.2 The global market

The global hairdressing salon market size was valued at $**,***.* million in **** and is expected to expand at a CAGR of*.**% during the forecast period, reaching $**,***.* million by ****.

Global hairdressing market value World, ****-****, in millions of dollars (***) Digitaljournal

Hairdressers play a central role in the sale of styling tools. In the European context, it is noted that the market for hair care products and styling tools was valued at $*.** billion in **** and is expected to reach $*.* billion in ****, with a CAGR of *.**% during the forecast period. Driving the market is the trend of seeking natural products, such as coconut oil, shea butter, and melaleuca oils.

Value of the European market for hair care products and styling tools Europe, ****-****, in billions of dollars (***) Globe News Wire

1.3 The domestic market

The hairdressing and beauty treatment services sector saw an increase in **** compared to the previous year, with a turnover of *.** billion euros. This market saw slow but steady growth until **** and the outbreak of the pandemic, where the value of turnover dropped significantly due to the interruption of services for pandemic containment measures. From **** to ****, the value of turnover grew by*.* percent.

Evolution of turnover in hairdressing and other beauty treatment services Italy, ****-****, in billions of euros (***) Istat

It is then necessary to point out that the cosmetics industry has experienced a definite recovery in ****, with *.* percent growth in turnover compared to ****, and it was precisely hairdressing and beauty salon services that grew the most, by **.* percent and *.* percent, respectively.

**** **** **** Var. % '**/'** Var. % '**/'** Turnover in Italy *.*** *.*** *.*** *,*% *,*% Turnover generated by professional channels *** *** *** **,*% -**,*% - of which hairstyling *** *** *** **,*% -*,*% - of which beauty salons *** *** *** *,*% -**,*% [***]

1.4 Impact of Covid-19

The hairstyling sector accounts for *.* percent of the total cosmetics market in Italy, which is part of the main Made in Italy sectors.Despite the sector's significance, there have been huge losses, seeing its value drop by -**.* percent in **** compared to ****.In ****, the hairstyling sector lost *** million euros in value compared to ****, while Italian exports of hair products worldwide dropped by -**.* percent, due to industry closures and various lockdowns imposed by the government to fight the COVID-** pandemic.[***]. The pandemic had many negative effects on the hairstyling industry in Italy, mainly due to the closures of salons throughout the first lockdown. Mainly, cash shortages, accumulation of debts and outstanding accounts, and staff reductions were noted.

Consequences of lockdown-related closures in the hairstyling industry Italy, ****, % Cosmeticaitalia

The reopening of hair salons, in mid-****, was conditioned by a very strict health protocol put in place by the Ministry of Labor. Salons have also had to adapt their facilities to comply with health measures as well as the new directives. According to a survey conducted by Cosmetica.it, ** percent of hair salons spent less than €*** to adapt their establishments, while ** percent spent between €*** and €*,***. According to the same survey also, hair salons ...

2.1 Demand analysis

In the last available year (***). A first decline occurred in ****, probably due to the Covid-** pandemic and restrictions resulting from it. In **** , the value of spending increased again by **.* percent and then decreased by **.* percent in ****.

Monthly household expenditure on hairdressing services Italy, ****-****, in current euros (***) Istat

2.2 Research interest in hairdressing stores

Analysis of online search interest for hair salon stores through Google Trends reveals interesting seasonal trends. The data indicate that the search term "hair salon store" shows a significant increase during the holidays and during the summer period. This pattern suggests that people are particularly interested in searching for hairdressing services in conjunction with special events and the warm season. Specifically, the average value for June reaches a score of **.*, which is the highest score recorded in recent months.

Google trends index by search term "hair salon store" Italy, ****, Google Trends index Google Trends

2.3 Geographical distribution of demand

To visualize the geographical distribution of the demand for hairdressing services, the value of the average monthly household expenditure item is presented. Specifically, it can be seen that the northern regions (***) are almost unchanged, registering around €**.* average monthly household.

2.4 Organic hair products: consumer demand

Customers are increasingly demanding more treatments with organic hair products, which are useful for improving the shine and appearance of their hair. Organic hair products, unlike those in common and conventional use, use substances and active ingredients, directly extracted from plants or from elements already present in nature. Therefore, they do not in any way contain substances that are potentially hazardous to hair health, such as petrolatum, silicones or parabens.

The cosmetic product certified as organic obviously contains a very large amount of ingredients and active ingredients, such as to enhance its real effectiveness on the hair. Thanks mainly to the presence of this fundamental type of natural ingredients, it is therefore possible to achieve decidedly relevant results on both skin and hair. On the other hand, on the other hand, conventional cosmetics are used to create invisible films, which act only on the surface of the skin or hair. Organic hair products, on the other hand, will act all the way down, leaving the tissues free to be able to breathe and thus visibly improving their outward appearance as well. Organic products are, therefore, not as aggressive as chemical products, causing much more rarely the usual irritations and allergies of ...

3.1 Market structure and dynamics

To visualize the size of the hairdressing market, Istat data on hairdressing and other beauty treatment services are taken into account. The sector has maintained significant stability, with a marginal increase of *.** percent. Businesses active in this area continue to offer quality services and meet customer needs, thus contributing to the sustainability and continuity of the sector.

Enterprises active in services of hairdressers and other beauty treatments Italy, ****-****, in thousands Istat

Analysis of the legal form of businesses in the hairdressing and other beauty treatment services sector reflects a predominance of sole proprietors, freelancers and the self-employed, accounting for**.* percent of the landscape. The significant presence of this category suggests an entrepreneurial structure characterized by independently managed activities. General partnerships make up*.* percent, while limited partnerships account for *.* percent, indicating the presence of businesses with partners with different levels of responsibility. LLCs (***) contribute *.* percent, revealing significant participation of more formally structured firms with limited responsibilities.

Legal form enterprises active in services of hairdressers and other beauty treatments Italy, ****, % Istat As for the number of employees of enterprises active in the sector, there is a slight increase (***) of *.** percent.

Number of employees active enterprises in the hairdressing and other beauty treatment ...

3.2 Value Chain

The value chain in the hairdressing market includes several key elements that contribute to the creation and distribution of the services offered.

Training: the basis of a value chain in hairdressing begins with professional training; this includes specialized courses to acquire advanced skills in cutting, coloring, and styling hair. Equipment and product suppliers: another key element are the suppliers of salon equipment and products (***). These suppliers play a crucial role in ensuring that salons have access to quality tools and materials. Hair salons: salons are at the center of the value chain, offering a wide range of hair styling and hair care services to their clients. Hair salon franchises and chains: in some cases, salons may be part of franchises or chains, offering a replicable business model and a recognized brand.

A crucial aspect is the promotional marketing of services, a process that takes place through both traditional and digital marketing, which is useful for increasing the number of clients.

3.3 Distribution of salon products

Essential in this market is to equip oneself with cosmetic products that can be used in the provision of the service. The majority of hairdressers rely on representatives (***), while **.* percent believe they favor combined wholesaler/distributor and representative supply. As for **.*% of hairdressers rely on wholesalers or distributors and **.*% rely on branded manufacturers. The E-commerce channel is also recently highly considered, being chosen by *.*% of hairdressers.

Distribution of cosmetic products for hair salons Italy, ****, % Cosmetics Italy

Average in recent years JUL-SEPT ** OCT-DEC ** JAN-FEB ** MARZ-APR ** Predominantly or exclusively by the representative **,*% **,*% **,*% **,*% **,*% Equally from both wholesaler/distributor and representative **,*% **,*% **,*% **,*% **,*% Predominantly or exclusively from wholesaler/distributor **,*% **,*% **,*% **,*% **,*% Manufacturing companies with brands **,*% **,*% **,*% **,*% **,*% E-commerce channel *,*% *,*% *,*% *,*% *,*% Contract manufacturers (***) *,*% *,*% *,*% *,*% *,*%

3.4 Main actors

Uala is one of the best-known networks in the collection of the best hairstyling salons, as well as beauty and aesthetics centers in the Italian territory. Hairstylists, hair stylists, barber shops and beauty salons were awarded according to three categories of excellence: * Gold Diamonds, * Gold Diamonds and * Gold Diamond. All were evaluated by following technical and stylistic aspects, such as the creation of workmanlike cuts, expertise and the way of dealing with customers, the welcome and explanation of treatments, style and also the location in the city. A total of ** centers have been awarded by Uala:

Three Gold Diamonds

Two Golden Diamonds

A Golden Diamond

[***]

4.1 Supply analysis

In Italy, hair salons offer a variety of services for men, women and children, highlighting a strong commitment to hair care and styling.

Shampoo and massage: hair cleansing service followed by a relaxing scalp massage. Women 's haircut: dedicated haircut for women, customized according to preferences and needs. Men 's cut: haircut tailored for men. Men's cut + beard machine: includes men's haircut and beard trimming with the machine. Men 's beard trimming: service specifically for men's beard care and trimming. Partial/spiked cut: targeted cutting on specific parts of the hair or simple trimming. Child cut (***): haircut dedicated to children up to ** years old. Drying: hair drying service after washing. Hairstyling: creation of various hairstyles and styles according to the client's requests. Color: application of dye to change or enhance hair color. Reflexing: treatment to give highlights to hair without drastically changing its color. Light bath: illuminating treatment to give shine to hair. Flambayage: hair coloring technique similar to balayage, but with more pronounced effects. Airtouch: coloring technique to achieve a blended and natural effect. Henna bath: henna treatment to color and strengthen hair. Balayage: coloring technique that creates a natural sunny effect. Soft Balayage: gentler variant of balayage with softer ...

4.2 The prices

Prices for the services of a hairdresser vary widely depending on the city being analyzed. The following is an overview of prices in the major Italian capitals for: hair styling, cutting and color.

Milan is the city where the prices of a crease range between **.** €, registering as the most expensive. Naples, on the other hand, is the city of low-cost salons, which is a double-edged sword as well as a real trend, leading many to reduce staff to cut costs.

[***]

There is a relevant sub-segment in the hairstyling industry, namely that of home hairdressers. These professionals offer cosmetic and hygienic hair care directly in consumers' homes, collective establishments (***) or at their own place of work or vacation. Therefore, they do not present a fixed installation, constantly traveling with their own equipment. This type of hairdresser is necessary on occasions when the client presents reduced mobility. Web platforms and apps for home wellness and beauty have multiplied in Italy, making it easy to order an appointment with a home hairdresser in just a few clicks. Older clients rely more on word of mouth in the neighborhood.[***]

Average prices for the services of a home hairdresser in Italy in **** (***) [***]

4.3 Marketing Strategies for Hairdressers: Using AI

Hair salons are a central location in the beauty industry, so it is necessary to keep up with the latest trends in the industry. Marketing strategies that include the use of artificial intelligence (***) are also being used to give salon owners a competitive advantage. Here are some ways in which the new technology is being used:

virtual hair cut simulation: haircut simulation solutions are a great way for hair salons to offer their clientele a unique and personalized experience. With this technology, consumers can experience the power of virtual hair trial and a variety of hairstyles and colors before deciding on a new look. Virtual haircut simulation is useful for previewing the look of different styles before making a decision.Virtual hair trial has become the norm for those who want to experience different looks from the comfort of home. In addition to the virtual haircut simulation, clients can preview a wide variety of colors, but that's not all: virtual hair trial also supports four different dyeing methods, including single color, two-color shades (***), and multicolor. In addition, virtual hair-testing technology allows each client to evaluate the various lengths and styles that best suit their face shape. personalized recommendations: artificial intelligence can ...

5.1 Regulations

Hairdressers in Italy must follow several regulations and guidelines to ensure the safety, hygiene and proper administrative management of their salons.

Hygiene and Safety Standards: it is essential that hairdressers comply with the hygiene and safety standards established by the Local Health Authorities (***). This includes regular cleaning and sterilization of equipment such as scissors, brushes, and proper handling and storage of chemicals. it is also required that operators maintain scrupulous personal hygiene, washing their hands before and after each service and wearing disposable gloves during some treatments. COVID-** Specific Measures: although some COVID-**-related restrictions have been relaxed, salons must still maintain certain precautions. This includes reorganizing spaces to ensure spacing between stations, wearing surgical masks or superior protective equipment for operators and clients, and properly sanitizing surfaces and tools between clients Regulationsfor the practice of barbering, hairdressing for men and women, and beautician activities

Representative body

The representative body for the hairdressing industry in Italy is the Italian Chamber of Hairdressing. Founded in **** by Cosmetica Italia and headquartered in Milan, CNA Benessere e Sanità and Confartigianato Benessere, it is a nonprofit association that is the representative body for the profession.

6.1 Positioning of actors

• Trilab Srl
• Redcoil
• Hair Medical Device
• Bartorelli Hair Couture