The hairdressing market - Spain

1.1 INTRODUCTION

The hairdressing market is represented by all the hairdressing salons (own or network) as well as by designers and distributors of hairdressing products and equipment (hair dryers, gels, waxes and creams). This is a market that must adapt to the consumption trade-offs of French households but also to the emergence of "the" ? do it yourself? "favored by the emergence of low-cost technological products such as advanced hair clippers and dryers, for example.

Concerning the typology of establishments in Spain, hair salons are divided into in four models taking into account the average cost and the added value that they offer:

• The classic hairdressers with medium to high prices and careful attention;

• The low-cost hairdressers mostly sole proprietorships and ethnic salons;

• The modern hairdressing salons with low prices and varied services at very competitive prices (it is in this category that franchise chains can be classified);

• The premium centres with higher prices and services with very high added value.

The salons low - cost and the salons modern represent approximately two thirds of the total number of exhibitions . The top ten companies in the sector alone total ~10% of the market value.

The hair salon market in Spain has a few tens of thousands of companies, including one majority of sole proprietorships operator a local clientele . The market is therefore highly competitive with many flagship brands that are also developing into franchises but remain reserved for wealthier customers. A report from the Stanpa (Asociación Nacional de Perfumería y Cosmética) carried out in collaboration with Key Stone and delivered in 2016 provides us with precise data on the hair salon market in Spain. So, according to this report, 85% of women and 65% of men regularly visit a hair salon, which corresponds to 16 and 12 million people respectively per year, or a market of 28 million people . The female gender is also distinguished by having a high percentage of female users with higher than average consumption: 12 million of female users are "female" heavy users "and every quarter, 5.5 million of them visit a professional hair salon. The report also tells us that Spain has a hairdresser for 900 inhabitants This is higher than the European average of one show per 1500 inhabitants. This is therefore a specific cultural feature of Spain.

As the market is a multitude of local markets, the proximity of brands within territories is essential. Innovation is driving the market strongly with a recurrence of new product releases, mainly on accessories (lacquers, gels, etc.).