The growing trend for vibrant, coloured hair is said to be driving sales in the US professional hair care market in 2015.
According to Kline Pro, brights are up 48.4 per cent in Q1 of 2015 as opposed to the same quarter in 2014 and has eight consecutive quarters of growth. The trend boosting this growth is a move towards mermaid-inspired hair, pastel rainbow locks and lavender hues. Coloured hair is moving away from being a niche look for a select few and is moving into the mainstream.
Other hot hair care trends in the US include mixing yellow, orange and red to create an ombre flame affect, and shaowing roots with violet, teal, and pink, then alternating colouring at the ends with white, teal, and blue to create a mermaid look.
According to Kline, red tones have shown steady growth over the last year, up 6.3 per cent in Q1 from the comparable period.
In terms of brands leading the pack, Joico KPak Color is soaring ahead with sales up 208 per cent in Q1 2015, compared to the same period last year, while other brands offering vibrant shades include Goldwell Elumen, which was up 51 per cent in the comparable period of 2014, while Kenra also made waves in the hair care market this year. This brand is among the country’s top 10 sub brands with a 2.7 per cent market share.
The trend for dramatic hair colours was said to have exploded following Darnell Wold’s creation of sapphire, indigo, and amethyst ombré hues took first place in the Joico Intensity Haute Hues Instagram Contest.