Hair Straightener: No Longer a One-Size-Fits All Category

Product Overview

Hair Straightener is tool used to change the structure of the hair using heat. The straightener works by breaking down the hair hydrogen bonds, which are found in the hair’s cortex, which causes hair to bend and become straight. Once the bond is broken, hair is prevented from holding its original and natural form. Hair-straightener are loaded with multiple features nowadays as compared to the older versions. If the goal is to attain fine thin hair, then the ceramic flat irons is the option. But, if someone has thick, unruly hair it would require hair straighteners with high temperature. Further, someone with thin hair require hair straightener with less heating.

Table 1: Buying Guide for Hair Straightener

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Global Hair Straightener Market: Overview

The evolving trends in hairstyling is influencing the manufacturers to develop hair styling equipment for different hairstyles as per the demand of consumers and hair salon professionals globally. The growing fashion consciousness and interest for personal grooming is influencing the sales of hair straightener market. Asia-Pacific is the major region producing hair straightener and also the main export market, due to the improving living standards of people’s and its rising population. Braun, Philips, Panasonic, YSC, Babyliss, CREAT ION, CONAIR, TESCOM, POVOS, eisan, Paiter, FLYCO, HSI PROFESSIONAL, Remington, Good Hair Day, Cloud Nine, L’Oreal, are some of the major players operating in the market globally. In global hair straightener market, Europe and the United States have registered strong CAGR in the past. Consumers in these regions afford luxury products due to their high disposable incomes and high standard of living.

Increasing Online Retail of Hair Styling Equipment

Increasing income levels, improving sedentary lifestyle and growing work pressure is driving the purchase of products online, leading to a shift in favor of e-commerce shopping, from traditional shopping formats. These modern retail outlets offer a wide range of products under one roof and save time. Growing organized retail coupled with increasing brand awareness are surging the demand for different types of hair straightener through e-retail channels globally.

Figure 1: Global Internet Penetration Rate, By Region, June 2016 (%)

                                         Source: UN Department Of Economic and Social Affairs

Figure 2: Global Individual Internet Access Rate, By Economy Type, 2016 (%)

Source: International Telecommunication Union

Changing Preferences of Younger Generation

Global hair straightener market continues to offer huge potential as youth population in rising and manufacturers have marked their presence in the global hair straightener market over the past few years. This trend can be partly attributed to the changing preferences of young and dynamic generation that is highly active on digital media and has strong focus on personal grooming and hair styling products. Moreover, rising urban population has given immense opportunities for manufacturers to cater the demand for hair straightener globally. Companies expect most of the potential growth in sales of higher priced products from the young population, so they are coming up with innovations to target the untapped market with innovative and high-end hair straighteners.

Figure 3: Global Urban Population in Mid-Year, By Region, 2010, 2015 & 2020F (Million)

Source: UN Department Of Economic and Social Affairs

People across the globe are more careful about the hair grooming than ever before and expenditure on hair care products is rising. A significant development in the hair straightening industry leads to the industry growth as the hair straightener has become an integral part of hair care toolkit in urban areas. The consumers’ demand for such customized attachments in a single product which has pushed manufacturers to launch multifunctional products that serve multiple purposes while styling the hair. A straightening hair brush enables consumer to carry out hair brushing to detangle the hair and simultaneously straightening it. Also, the vendors are adding Keratin infusion to maintain the health of hair. The advent of such multi-functional products in the industry for styling hair is contributing the growth of the hair straightener market.