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Summary of our market study
The home hairdressing market is estimated at around €400 million.
Since 2020, the home hairdressing market has experienced significant growth. The home hairdressing sector grew at an estimated annual rate of 8.5% between 2010 and 2020, with 25,490 home hairdressing activities declared in 2020
This expansion is partly due to the health crisis, which seems to have had less of an adverse impact on home hairdressing than on traditional salons, as evidenced by platforms such as Wecasa, which saw growth peaks of 700% in 2020.
The market has also seen a trend towards digitization, with increased reliance on the Internet and mobile apps for customer engagement and service delivery in the home hairdressing segment.
Despite the pandemic, hairdressing salons have increased rates by 2 to 5 euros per customer to maintain profitability.
Home hairdressing networks such as Viadom Coiffure and Wecasa have achieved significant sales, with 52 million euros and 25 million euros respectively in 2021.
Home hairdressing market trends and dynamics
The home hairdressing market in France is a dynamic sector that has seen significant growth compared to the overall hairdressing industry.
A significant percentage of the population, around 16%, visit the hairdresser every month, while a third do so every two months.
The main factors influencing customers' choice of hairdresser are price and proximity,
Customer loyalty plays a crucial role in market sustainability. Loyal customers act as brand ambassadors thanks to powerful word-of-mouth marketing.
Loyalty seems to increase with age, and loyalty to a specific hairdresser seems just as important as loyalty to a salon brand.
The home hairdressing market is showing structural growth, with a significant number of new entrants. The segment has tripled in size in just a few years.
Home hairdressers manage to provide a range of services close to those available in traditional salons, despite equipment limitations.
Home hairdressers offer services at competitive rates compared with salons. For example, haircuts for men and women cost between 15 and 20 euros and 35 and 45 euros respectively. However, there are wide variations, with prices significantly higher in Paris than in other regions.
Home hairdressing players
A wide variety of players, with a mix of established networks, innovative platforms and independent professionals.
- Viadom Coiffure
Viadom Coiffure is a leading figure in the medium segment of home hairdressing networks. With years of experience, Viadom has built a reputation for providing practical, reliable services to customers who prefer the comfort of their own home for their hairdressing needs.
- Wecasa
Wecasa is at the forefront of the digital revolution in home hairdressing. This platform acts as an intermediary between customers and hairdressing professionals, simplifying the booking process with a user-friendly app.
- The Reporthair
The Reporthair takes home hairdressing up a notch by targeting the luxury market segment. Focusing on major cities such as Paris and Lyon, The Reporthair is positioned to serve those who are willing to pay a premium for the exclusivity and personalized attention that comes with high-end home hairdressing.
- Independent home hairdressers
Independent home hairdressers maintain a vital presence in the market. These independent professionals often rely on their entrepreneurial skills, personal reputation and recommendations to build a loyal clientele.
- Smartphone applications
The hairdressing market has also seen the introduction of various smartphone applications designed to connect customers with independent hairdressers. These applications are aimed at a mobile audience that values convenience, choice and flexibility.
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
being a hairdresser consists of carrying out various hygienic and aesthetic care operations on the hair, in a hairdressing salon or directly at the client's home. It can be a cut, a coloring or a perm for example. Salons have developed various additional activities, notably the sale of beauty products and accessories in order to create a complementary income.
Working in a more particular framework, the hairdresser at home is a professional who maintains an activity similar to that of a hairdresser in traditional salon. However, he has no fixed installation, does not need heavy or sophisticated equipment, and moves by his own means to the place of residence of the customer (house, apartment, house of cure?).
The absence of material restricts him in his activities, but he can perfectly ensure the usual services of the hairdressers (straightening, cut, coloring, care of the hair...). He can also sell products to his customers.
The market of the hairdressing at home is studied in parallel with the hairdressing sector in general because they remain similar, whether it is on a part of the demand of the customers, in terms of tendencies for example, but also because they solicit people with similar formations, etc...
However, the two markets have different dynamics on other points, such as turnover, we can observe a stagnation of the hairdressing market as a whole with a growth of 0.5% over 2014-2018, while for the home hairdressing market, estimates show a growth of 21% over the same period, which continues until 2020 with a growth of 9% between 2019 and 2020.
The health crisis and the digitalization of connecting supply and demand have been two growth factors for the market.
List of charts presented in this market study
- Hierarchical criteria for a client's choice of hairdresser
- Survey on customer loyalty by age
- Main criteria for choosing a hairdresser
- Frequency of visits to the hairdresser
- Breakdown of revenues by activity
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the home hairdressing market | France
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