With salon and spa services limited, virtual, or entirely unavailable due to Coronavirus precautions, at-home and DIY products that (to an extent) replace professional services are selling well. Hair color in particular has seen a lift; and brands big and small are responding to the surge in consumer demand.
Late last month, for instance, L’Oréal launched a new suite of digital services—virtual color-matching tools, video consultations, and more—under the heading Haircolor Concierge. And new product lines from Henkel and Madison Reed are gaining traction in the at-home hair color market as well.
dpHUE sees accelerated sales growth during COVID
“The past few months have been a particularly interesting period for dpHUE as sales growth accelerated even further during the COVID-19 outbreak in March,” Donna Pohlad, the brand’s Founding CEO tells the press this week.
“We had an exponential increase in the number of customers and salon professionals we were engaging through our direct channels, as well as continued strong momentum across the rest of the retail trade,” explains Pohlad in the media release announcing a new CEO for dpHUE.
During this time, “retaining new customers while continuing to build our awareness became paramount,” she says, adding that, “When I met Beth, I knew she was the right person to lead us in these efforts well into the future.”
The right people and partnerships are helping dpHUE gain market share
Pohlad launched dpHUE in 2011 with a singular focus: “dpHUE creates and sells products that are designed to help maintain fresh hair color between salon visits,” as she noted in her Indie Beauty Profile a few years back.
Over the years, retail partnerships and the brand’s affiliation with renowned colorist Justin Anderson have been instrumental in growing awareness and loyalty among both consumers and salons pros.
“The brand took flight in 2016 when it launched in all Ulta stores, on Ulta.com, Sephora.com, and began building out its direct to consumer platforms,” explains this week’s media release. “Co-Founder and Celebrity Colorist Justin Anderson has played an instrumental role in engaging with the salon community and establishing dpHUE as a trusted brand amongst hair professionals.”
Now, Beth Spruance Bennett has joined dpHUE as CEO, bringing her marketing experience from roles with Origins Natural Resources, Estée Lauder, and L’Oréal to the benefit of the brand.
“My goal,” she says, “is to take the organic need, and new customers generated during this time, and to build on that, as well as to build on the partnerships we have formed with salon professionals.”