May 7, 2021

Indie Hair Color Brand Packs Punch in Dull Market

Retailers are clearing shelves to make room for bolder hair colors from Splat.

The impact indie brands have made in beauty categories is widely chronicled. But there is a similar, sometimes less noted, story in the hair color category where a smaller brand has outstripped the growth of category giants.
Splat, from Developlus Inc., has accomplished what most other hair color brands haven’t — moved hair color sales into the black. That’s been done with bold “fantasy color” shades that are miles away from ash blonde or jet black. For the 12-week period ended Aug. 13 in multiunit doors, overall hair color sales continue to lag, down 1.1 percent. Women’s hair color sales declined almost 2 percent, but Developlus posted 5 percent gains. Splat has been at the forefront of moving a wide spectrum of hair colors from a niche to a core business for retailers.
To keep the momentum going, Splat recently launched an e-commerce site and has plans for an app to help customers virtually try on shades they might be afraid to make a commitment to apply.
“We want to serve our customers wherever they are and in today’s market that includes e-commerce. We are going to still point our customers

Follow WWD on Twitter or become a fan on Facebook.

Read More…