Are you looking to start your own hair products business and are interested in understanding the target market for hair extensions?
You already know that different types of hair extensions will appeal to different consumers for different reasons. Some consumers will look at adding volume to their hair. Others will look for a wig to cover a thin hair or bald patch. Some consumers will prefer synthetic extensions for their flair while others will only accept human hair extensions for their natural look.
So how do you wrap your arms around this complex market so that you can devise a marketing strategy to target the segments or niches in this market that you can serve the best?
In this article, we will review the various ways in which this vast market can be segmented and try and understand the motivations of consumers in each segment as they make their purchase decisions for hair extensions.
Why do people buy hair extensions?
According to Arizton, the target market for hair extensions including hair wigs is expected to grow to $13.3 billion by 2026. Who are the people who make up this large market? And what drives them to make their purchases?
There are a variety of reasons why people buy hair extensions. These reasons can be broadly classified as: (1) a need (2) a perceived benefit or (3) an occasion.
When the target market for hair extensions is segmented based on need, we get a group of people who have a real need, a necessity, for hair extensions. This includes people looking for a way to disguise thinning hair or bald patches. It includes those who have had hair damage from heat or chemical treatment and need hair extensions as a way to repair damaged hair without having to cut it off. This group also includes those suffering from cancer and undergoing chemotherapy.
When the same market is segmented based on benefits, we get a group of people who value the perceived benefits of hair extensions over other things. This group includes people who want to add length or volume to their hair or want to change their hairstyle without waiting for their hair to grow.
Those in this group typically feel they look better or more professional when they have a hair styled in a certain way using a hair extension. When marketing to this segment of consumers, you should focus more on the perceived benefits that they will get from buying your product.
And then there are those who buy for special occasions. This market segment will use hair extensions for events like weddings, costume parties or proms. Consumers in this group are infrequent users are hair extensions, but they are the ones willing to spend the most. So, if were to segment the market for hair extensions based on price, we would target those buying for special occasions with the most expensive items.
Segmentation of the Target Market for Hair Extensions
A large and complex market like the one for hair extensions can be segmented using a large number of variables. In this article, we will cover the most important ones. These are:
- Purchase motivators
- Type of Installation
- Type of Hair
- Gender
- Distribution Channel
- Geography
Purchase Motivators
Purchase Motivators are the reasons why people buy hair extensions. The reasons or motivations for purchase is a primary segmentation variable in any market and certainly in the market for hair extensions.
As we saw in the previous section, people purchase hair extensions either because they have a need and/or they see a benefit and/or they need the extension for a special occasion.
Some people have a need to buy hair extensions for cosmetic reasons. Others see aesthetic benefits in them. While some others see leisure and fun in using hair extensions or wigs.
Marketers can use purchase motivators to create new products, build distribution channels, and develop marketing messages that are suitable for each sub-segment of the market.
Type of Installation
Hair extensions can be classified based on the type of installation, including clip-in extensions, sew-in extensions, and bonded extensions. Clip-in extensions are the most common because they are easy to use and can be removed at will. Sew-in extensions are a good choice for people who want a more permanent solution, while bonded extensions are a good option for people who want to add length and volume.
Each type of installation has its own set of benefits and drawbacks. Clip-in extensions are the least expensive option, but they also tend to be the least durable. Sew-in extensions are more expensive than clip-ins, but they last longer and look more natural. Bonded extensions are the most expensive option, but they offer the most permanent results.
In addition to choosing the type of installation, customers also need to choose a method for installing extensions. Clip-in extensions are typically installed by a professional hairstylist at home or in a salon. Sew-in and bonded extensions can be installed by professionals or at home with special tools that are sold online or at beauty stores.
When choosing a hair extension product to manufacture or sell, it’s important to consider your target market. If your target market is teenage girls, clip-in extensions are the best option because they are affordable and easy to use. If you’re targeting women over 30, sew-in or bonded extensions are a better choice because they offer more permanence and a more natural look.
Type of Hair
The hair used in hair extensions can be synthetic hair, animal hair or human hair.
Human hair is the most popular type of hair used in hair extensions because it looks and feels natural. It also blends in better with existing hair.
Synthetic hair is less expensive than human hair, and it does not look as natural. Also, Synthetic hair extensions are available in all quality levels from cheap plastic products to high-end monofilament-based products. Monofilament is also commonly used in human wigs.
Yak hair is a type of animal hair that is used to make wigs and hair extensions. However, the use of animal hair to make extensions is petering out as more and more people are turning towards products that do not exploit animals.
Gender
Gender is not a limiting factor when it comes to hair extensions. Both men and women use them to improve the look of their hair. Since most hair extensions are made from human or synthetic hair, they come in a variety of colors and textures. This makes it possible for people with all different types of hair to find the perfect extension for their needs.
Extensions such as wigs and toupees are common amongst men. Men often use these products to cover up bald spots or thinning hair.
Women have been using hair extensions for centuries to enhance their appearance. Some women use them to add volume, while others use them to add length. Many women also choose to color their extensions to match their own hair color. This helps to create a more natural look.
Since the target market for hair extensions is anyone who wants to improve the look of their hair, both men and women can benefit from using them. But men and women look for different things. So be clear who your target market is before deciding what to sell and how to sell it.
Distribution Channels
Manufacturers of hair extension products are able to get their products to the end customer both online as well as offline. Online options include both company websites and online retailers. Offline distribution options include hair salons, beauty stores, department stores, and other specialty stores.
The ease of accessibility of online stores and the vast range of products available has made online retail a popular choice for consumers looking to purchase hair extensions. However, offline distribution still remains strong and is often the preferred option for those who want to be able to see how the product looks on them before purchasing it.
Also, younger customers are more likely to buy hair extension products through an online retailer. So be sure you know who you are targeting before finalizing the go-to-market strategy for your hair extension or hair products business.
Summary
Hair Extensions appeal to different consumers for different reasons. Most purchase decisions can be categorized into three motivating factors: need, benefit or occasion.
Some people buy hair extensions to cover bald patches or thinning hair. Others buy them because they feel it makes them look better. And some others buy them just for fun – because they like the idea of wearing a hair extension or a wig.
Hair Extensions can also be classified based on how they are installed in the hair. You have clip-ins, sew-ins and bonded extensions. Each extension type has its pros and cons. Younger consumers prefer clip-ins for the ease with which they can be added or removed. Using clip-ins also makes it easy to keep changing hair extensions – something that is appealing to the younger crowd. Sew-ins and Bonded extensions have more permanence.
The hair that is used in an extension can be synthetic, human or animal with the first two being the most common. Synthetic hair is the least expensive but also the least natural. And so those who want their extension to blend in, prefer extensions made of human hair.
Both men and women can benefit from hair extension and as personal grooming starts to become as popular with men as with women, the overall market for hair extensions will continue to grow.
Finally, the target market for hair extensions can be segmented based on the distribution channels available to manufacturers to get their product to the consumer. These channels are both online and offline. Online channels offer convenience and easy comparison between brands and products. Offline channels allow the consumer to touch and try the product out before making a purchase.