Carlos Rojas, vice president of global sales for Biotop Professional, talks to Happi about professional hair care as it regains its footing after the pandemic, holiday style and how brands and suppliers can work together to elevate the category.
HAPPI: How would you describe 2021 and what it has done to the hair care industry? Did the salon industry come back from a devastating 2020?
Rojas: In 2021, like with so many service industries, we started to see a reemergence of the salon industry and salon clientele. Slower at first but then, busier and busier, especially after vaccines became available and restrictions were lifted. While traditional salon services like color returned with a vengeance, it was accompanied by a new demand for more maintainable and natural services. After months of being forced to go “all natural,” many consumers opted for salon services that lightly enhanced their natural hair color or texture and were easier to maintain with at-home care. They either wanted to be prepared for the next lock-down, stretch their dollar in between services or embrace their own natural hair color and texture. As a result, we saw stylists and salons shifting their service and product offerings to reflect this. This opened up the salon for more retail and at-home-use product-selling opportunities. Color maintenance or color-enhancing products, toning shampoos, at-home blowout products, self-care-inspired hair treatments and especially masks and serums that care for both the scalp and hair. This shift in consumer demand definitely allowed professional brands and salons to have that retail conversation with their clients and consumers and it was taken more seriously to help maintain their desired styles.
The pandemic accelerated changes to digital that were already underway by about five years. 2022 offers the opportunity to charge ahead with a new perspective and more digitally savvy way of doing business to help salons grow and succeed and help consumers experience beauty on their terms.
HAPPI: What is in store for Holiday 2021? Do you think consumers will get up and get out and try some glamorous hair styles for the end-of-year celebrations?
Rojas: Yes! We are already seeing positive signs, as our holiday promotions sold out well in advance. People are ready to travel by plane or car and see their friends and relatives again. They want to look their best as they re-emerge into the world. Because our holiday boxes are attractive, innovative and affordable, there is great opportunity.
HAPPI: How will they accomplish those looks; what products will be in demand?
Rojas: Scalp care is one of the fastest-growing categories in beauty—especially with younger consumers who are concerned about the environment and its impact on their skin. Biotop Professional’s shampoos, conditioners, masks and serums have always cared for the scalp and hair.
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