NEW YORK— The beauty category as a whole continues to see growth and vendors have noted an increased demand for mini hair tools, supported by advanced drying technologies in addition to economic and consumer trends.
Laura Novak, director of marketing for FHI Brands, noted that in the past, the difficulty with minis has often been translating the power and performance of their full-size counterparts. “Mini tools didn’t get hot enough or push out enough air to produce quality results,” she said.
However, technological advances have changed the game. “Now that we are able to harness the power and performance of full size tools, we can provide high performing products that create the same beautiful, shine enriched results as full size irons and dryers,” Novak said.
For InStyler, advanced technologies and the innovation it affords helped launch the company into the dryer category this year with the Blu collection, according to Dave Richmond, CEO, Tre Milano.
“The Blu collection is a breakthrough in hair dryer technology, one that took us over seven years to develop. We wanted to deliver the power of a 2,000-watt dryer in an ultra-lightweight design that made styling much easier for our customers. The Blu mini delivers the same performance, utilizing the high compression, jet turbine inspired design,” he said.
According to product suppliers, a major factor helping boost the mini haircare tools segment is improvements in rechargeable battery technology, which has allowed cordless options to hold a charge longer.
Vendors also noted that economic factors, such as lower fuel costs, have led to an increase in travel, and consumers now look to mini tools with confidence for on-the-go styling.
“There is more demand for styling products women can take with them so that they know they have a quality, reliable tool with them. Hotel hair dryers in particular can be inconsistent with quality and hotels don’t provide other heated styling tools like flat irons or curling irons,” Richmond said. “Women are also more conscious of damage to their hair, and hotel room hair dryers are one of the most common culprits that can fry hair.”
Michelle Stearns, director of marketing, fashion hair appliances with Conair, noted that Millennials are also a factor in increasing demand. “One hypothesis is that Millennials are highly beauty involved and spend a lot of time and effort on hair styling and make-up. Having tools that can allow them to maintain their look and touch up on the go or when traveling is a bonus,” she said.
In addition, while vendors traditionally launched mini hair tools as companion products to their full sized counterparts, increased demand for these tools has caused vendors to offer minis as standalone hair care appliances, with some launching full scale mini product lines.
Stearns said Conair, for example, after noticing mini resurgence introduced a new, refreshed line. To date, the company has a full line of minis, both corded and cordless, including curling irons, flat irons, specialty stylers and dryers. This past year, it also launched a soft touch version of its mini flat irons in bright colors and packaging as well as additional seasonal colors.
“Our minis are standalone products but we have offered minis as limited edition bonus items with a regular sized styling tool as well as combo travel packs offering a mini dryer and styling tool,” Stearns said. “Retailers are also benefiting from growth and are giving minis more placement in-store both within the styling section as well as new sections like hair accessories and travel.”
For InStyler, Richmond said the company launched the Blu mini travel dryer in conjunction with the full-sized version in order to promote the Blu collection together, but is also available as a standalone product.
He noted, “For men or women who rarely use a blow dryer, the Blu mini is a competitive alternative to a lot of full size dryers on the market. The Blu mini, offered at just $30, also stretched our entry-level pricepoint and made the collection more accessible.”
Novak said FHI Brands offers its mini stylers in many ways, including standalone items, combined with full size tools in limited edition colors and travel kits that include multiple mini tools.
“The creation of sampling programs and trial size beauty products have given consumers the ability test, try and purchase in bite-size portions. This is now translating into hair tool purchases. Consumers are able to test professional grade tools in smaller, budget friendly sizes and take their favorite looks on the road,” said Novak.