Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Kiwi women’s hairdressing trends drive thriving industry

February 23, 2014

Kiwi women’s hairdressing trends drive thriving industry

The scale and economic power of New Zealand’s hairdressing community has been revealed for the first time in the inaugural L’Oréal Hairdressing Industry Report.

The report shows Kiwi women are spending more on their hair per visit than before the GFC and the number of young people entering the industry is growing.

The report is the result of months of industry research and surveying and shows 8,000 hairdressers and 1,200 apprentices are employed in New Zealand.

Together they create an annual turnover of $0.6 billion - more than each of retail giants The Briscoes Group (Briscoes, Rebel Sport and Living and Giving) and Hallensteins Glassons.

The large consumer market turnover is the result of an increasing spend per visit by Kiwi women. The report reveals an average spend of $161 for a cut, colour and blow dry – with an average visit rate of every nine weeks for a haircut and every four months for a colour.

L’Oréal New Zealand Professional Products Division General Manager Gary Marshall says the industry is in good health, despite the economic recession of the past few years.

“The number of visits per woman has reduced slightly over that time but the overall industry revenue is stable because of increased spend,” he says. “Almost 30 per cent of New Zealand women now rank hair as their top day-to-day beauty priority. It’s a necessity, not just a luxury.”

The health of the industry is reflected in the growing number of young people training to become hairdressers – 17 per cent more qualified in 2012 than the year before. Of the 1,200 apprentices in 2012, 80 per cent were under the age of 25 and many were direct school-leavers.

“It’s a career that offers travel, the ability to start your own business and lifelong learning,” says Marshall. “But it’s also fiercely competitive due to low-entry costs and the rivalry in securing and retaining customers.”

The industry is dominated by independent owners who have weathered the economic storm by driving customer loyalty and adapting to meet increased demands from clients.

The L’Oréal report shows time-pressured New Zealanders are increasingly looking for express products and greater levels of customer service as salons move toward more spa-like environments.

It has long been known that women reveal much to their hairdressers, but the depth of that client relationship may have been underestimated.

The report’s customer insights reveal women want to “fall in love” with their hairdresser and feel guilty when they “cheat” on a regular stylist.

Profiled within the report are many of the country’s top stylists who say exceptional service is as important as a great result to ensure customer loyalty.

The inaugural L’Oréal Hairdressing Industry Report coincides with an exciting time for the industry as stylists throughout the country prepare for the 20th L’Oréal Colour Trophy Awards, the industry’s premiere event.

The awards attract more than 300 entrants seeking recognition in a number of categories including NZ Hairdresser of the Year, Men’s Image, Young Colourist and Salon of the Year.

Twenty finalists compete for the awards at Auckland’s Vector Arena on Saturday February 22.

About L’Oréal New Zealand
L’Oréal is the world’s leading cosmetic, skin care and hair care company. In New Zealand, it employs 192 staff including nationwide area managers and educators who work to create a strong brand presence for L’Oréal products and services.

About the L’Oréal Colour Trophy Awards
The L’Oréal Colour Trophy is the most prestigious hair event in the industry and is held every two years. Hair stylists submit a photographic entry into an award category. The finalists are brought together in Auckland to recreate their photographic entry for live judging by a panel of three judges to determine the winner in each category. The event attracts more than 300 entrants from across NZ in search of NZ Hairdresser of the Year, Men’s Image, Young Colourist and Salon of the Year awards. MC Dai Henwood introduces fashion shows by WORLD, Trelise Cooper, COOP and Huffer which are presented together with the above awards as well as the two special awards. This year’s is the 20th presentation of the L’Oréal Colour Trophy.

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Scoop Business: NZ Dollar Falls To 3-Year Low As Investors Favour Greenback

The New Zealand dollar fell to its lowest in more than three years as investors sold euro and bought US dollars, weakening other currencies against the greenback. More>>

Scoop Business: NZ Govt Operating Deficit Smaller Than Expected

The New Zealand’s government’s operating deficit was smaller than expected in the first five months of the financial year as a clampdown on expenditure managed to offset a shortfall in the tax-take from last month’s forecast. More>>

ALSO:

0.8 Percent Annually:
NZ Inflation Falls Below RBNZ's Target

New Zealand's annual pace of inflation slowed to below the Reserve Bank's target band in the final three months of the year, giving governor Graeme Wheeler more room to keep the benchmark interest rate lower for longer.More>>

ALSO:

NASA, NOAA: Find 2014 Warmest Year In Modern Record

Since 1880, Earth’s average surface temperature has warmed by about 1.4 degrees Fahrenheit (0.8 degrees Celsius), a trend that is largely driven by the increase in carbon dioxide and other human emissions into the planet’s atmosphere. The majority of that warming has occurred in the past three decades. More>>

ALSO:

Scoop Business: New Zealand’s Reserve Bank Named Central Bank Of The Year

The Reserve Bank of New Zealand’s efforts to stifle house price inflation by using new policy tools has seen the institution named Central Bank of the year by Central Banking Publications, a publisher specialising in global central banking practice. More>>

ALSO:

Science Media Centre: Viral Science And Another 'Big Dry'?

"Potentially, if there is no significant rainfall for the next month or so, we could be heading into one of the worst nation-wide droughts we’ve seen for some time," warns NIWA principal climate scientist Dr Andrew Tait. More>>

ALSO:

Get More From Scoop

 
 
Standards New Zealand

Standards New Zealand
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news