While more than 90 million consumers already color or treat their hair at home, the number is growing, thanks to a slacking economy, said executives at hair care company DeveloPlus.
“Reports from both retailers and consumers indicate a growing trend of do-it-yourself home hair coloring and treatment that had previously been done in salons,” noted David Agrey, president of DeveloPlus, which is based in Corona, CA. “It doesn’t appear to be a culturally or socially driven phenomenon, but more of a response to the economic downturn. As a result, our company is seeing a very positive bump in sales. It almost seems counter-intuitive,” he said. “There’s a general financial malaise and, yet, we see growth.”
DeveloPlus newest products include Color Oops, which can undo the mistakes of a botched home hair coloring job. Retailing for $12, it was selected by Good Housekeeping magazine as one of the best new products of 2007. The company also touts No Gray and Splat, which delivers vibrant “rebellious” colors.
Weak Economy Boosts At-Home Haircoloring
Published November 30, -0001
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