Market Research Reports: Kline PRO

A comprehensive interactive database enables users to access the latest sales performance data on the professional hair care industry like never before. Based on transactional data, it yields category, brand, and product-level sales data on a quarterly basis.

Specifically, this service assists the industry by providing:

• A highly reliable and independent source of timely industry sales performance data
• A resource for identifying the latest market trends and emerging product innovations
• Competitive intelligence for use in benchmarking

This report is available through a Web-based format for easy access anywhere throughout the world. Subscribers have unlimited access to the report contents via a sophisticated but easy-to-use database.

• Category (see Table 1)
• Segment (see Table 2)
• Company
• Master brand
• Brand
• Sub-brand
• Item
• Salon demographics (see Table 3)

• Dollars
• Units (ounces)
• Shares
• % Change vs. previous quarter and year prior

Table 2: Product Category Segmentation
	Conditioners	Hair coloring	Hair straightening/perming	Hair styling	Shampoos
Function	Anti-aging Color depositing Color protection Curl care General Moisturizing Oils Repair/condition Scalp care Smoothing Thinning hair UV/sun protection Volume	Black Blonde Brunette Red	Perming Straightening	Curly Hold Repair/condition Shine Straight Thermal care Volume	Anti-aging Color depositing Color protection Curl care Dry General Moisturizing Repair/condition Scalp care Smoothing Thinning hair UV/sun protection Volume
Form	Daily rinse Leave in Masque Treatment	Demi permanent Developer Lightener Permanent Semi-permanent Temporary Toner Other	NA	Cream Gel Glaze/lotion Mousse Pomade/paste Spray Spritz Powder	NA
Other	Nature-inspired	Nature-inspired	Nature-inspired	Nature-inspired	Nature-inspired

Kline PRO provides an unbiased view of the performance of the professional hair care industry based on hard, transactional data collected from a panel of thousands of independent and chain salons.

This program covers both product purchases (sell in) as well as register transactions (sell through). Data is reported at both the unit and dollar levels. The service is delivered quarterly. A rolling historical database covering eight (8) quarters is maintained so that users will have the ability to do full year-over-year comparisons.

The category scope closely mirrors that of Kline’s Salon Hair Care annual service, as follows:

Conditioners Hair coloring products Hair perming and straightening products Hair styling products and sprays Shampoos

The geographic scope is currently the United States only. Other countries may be added in the future.

This service is an excellent resource to empower sales, marketing, and management personnel to utilize the most up-to-date transaction-based data in their areas of responsibility. It provides subscribers with an accurate picture of the size, segmentation, and performance of the U.S. professional hair care market and enables users to exploit business opportunities by understanding market dynamics, competitive forces, product trends, forecasts, and future trends. It offers a timely source to identify and track emerging trends and the latest new product launches.

Subscribers are encouraged to interact directly with Kline’s team and to arrange for customized consultation, executive summary presentations, training of staff, or additional data or insights.

Specifically, this study can be used as an aid in:

• New product development
• Industry/category/brand assessments
• Competitive intelligence
• Strategic planning
• Acquisition screening

Kline is pleased to collaborate with the Professional Beauty Association (PBA) on this important industry initiative. Kline has the full support of PBA, and PBA is actively encouraging all parties including manufacturers, distributors, salon management software firms, and salons to participate in the program.

Kline PRO leverages our position to partner with key stakeholders to develop a spirit of cooperation that allows us to capture and report in-depth information for the betterment of the industry.

Data is collected from two main sources: chain salons and independent salons via software providers. Development of the panel is in progress. Kline estimates that once the panel is fully developed it will consist of up to 3,000 independent salons and more than 10,000 chain salons. Kline will strive to ensure that the panel is representative in terms of geography, size and type of salon, and brand coverage. Representativeness is expected to improve over time as more salons are added.

Information for the chain salons is sent directly to Kline. Two weeks after the close of each quarter, both the sales and purchase data for all of their locations is transmitted to Kline. On our secure server, that data is then translated into the appropriate categories/ segments and aggregated into one total. At no time is the specific location from which the data originates shared with Kline.

The process for independent salons is very much the same, but instead of being sent to Kline by the salon itself, the salon management software companies are able to collect, aggregate, and send the data. This is a very efficient way to collect data for thousands of locations and also allows the salons to remain anonymous.

Kline respects the privacy of all panelists, both chain and independent, and has agreements in place that prevent Kline from receiving any identifiable information. Only the general demographics of region, salon sizes, and pricing tiers are shared. Data from each participant is anonymously aggregated with data from thousands of other salons. Data that could identify any salon is never disclosed and will always be protected under the strict code of ethics that Kline has practiced for more than 50 years.

Kline & Company is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of confidence. We have been researching and publishing reports for the professional salon industry for more than 20 years; our research in professional beauty now spans 23 countries.