The growing demand for salon-quality results at home is also reshaping the relationship between professional and retail haircare.
Rather than replacing professional services, consumers are increasingly combining salon visits with advanced maintenance routines designed to extend treatment results between appointments.
According to Mintel, 44% of German salon clients undertake at-home touch-ups between appointments, while 34% believe at-home treatments can deliver salon-comparable results.
This presents an opportunity for brands to create integrated ecosystems that connect in-salon treatments with personalised take-home regimens.
Professional recommendations can play a critical role in driving retail sales, particularly in categories such as colour maintenance, bond repair, scalp care and anti-breakage treatments.
As McDougall notes, only 38% of UK hair treatment users currently purchase products directly from treatment venues, suggesting significant growth potential for professional retailing.
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