Retailers are clearing shelves to make room for bolder hair colors from Splat.
The impact indie brands have made in beauty categories is widely chronicled. But there is a similar, sometimes less noted, story in the hair color category where a smaller brand has outstripped the growth of category giants.
Splat, from Developlus Inc., has accomplished what most other hair color brands haven’t — moved hair color sales into the black. That’s been done with bold “fantasy color” shades that are miles away from ash blonde or jet black. For the 12-week period ended Aug. 13 in multiunit doors, overall hair color sales continue to lag, down 1.1 percent. Women’s hair color sales declined almost 2 percent, but Developlus posted 5 percent gains. Splat has been at the forefront of moving a wide spectrum of hair colors from a niche to a core business for retailers.
To keep the momentum going, Splat recently launched an e-commerce site and has plans for an app to help customers virtually try on shades they might be afraid to make a commitment to apply.
“We want to serve our customers wherever they are and in today’s market that includes e-commerce. We are going to still point our customers