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discount stores. Products sold through this distribution channel
are heavily dependent upon extensive and expensive mass-media
advertising to generate an awareness of the product and consumer
demands. "Over-the-counter" products are sold through beauty
supply stores, which sell products that are not "salon-only"
products (and are generally not available in the mass market).
"Salon-only" (or "professional-only") products (such as the Paul
Mitchell line described hereinafter) are available to the public
only through professional hair salons. Throughout the 1980's, the
greatest growth in sales of hair care products was in the salon-
only market.
Salon-only products do not require a high level of advertising
expenditures, but they are heavily dependent upon the
recommendation of a brand, product, or system, by the hair stylist
to the consumer in the salon. Because of the hair stylist's
ability to influence the consumer, companies that sell their
products through salons emphasize marketing to hair stylists and
salon owners. Furthermore, these companies place importance on
educating hair stylists and salon owners about their products in
order to ensure correct recommendations to consumers, which in turn
increase the possibility of repeat sales.
The professional hair care industry is trendy and fashion
oriented and sells the public on changes in looks. Hair stylists
learn the latest trends and fashions through trade magazines (such
as Modern Salon, Salon Today, American Salon, and Salon News).
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Last modified: May 25, 2011