“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.