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市場調查報告書
亞洲直髮產品需求：2004年版
GSP 2004 - Demand for Hair Straightening in Asia - (Straightening, relaxing, services, products, professional, retail, requirements, chemicals.)
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本報告已在2011年07月19日停止出版。
亞洲的直髮產品與服務市場正呈現整體看好的成長趨勢，美容院對直髮產品與服務的需求領先全球。
擅長各種消費性服務市場調查的專業公司 Diagonal Reports（總公司：愛爾蘭），調查了亞洲直髮產品需求後，出版了一本綜合報告書 "GSP 2004 - Demand for Hair Straightening in Asia - (Straightening, relaxing, services, products, professional, retail, requirements, chemicals.)"。
報告書內容包括：市場規模、動向、特性、影響因素、亞洲髮型趨勢、產品要項、主要產品品牌等等。全書含圖表共53頁，內容綱要摘記如下：
摘要
市場動向
直髮產品市場規模
市場特性
市場影響因素
消費者對頭髮的關注
直髮的歡迎度
- 捲髮會重新受歡迎嗎？
- 捲髮不受歡迎
- 對燙髮不合潮流、欠缺安全的認知
- 對使用藥品的不良印象
- 使用多種藥品（染色與燙髮）
- 脫色的黑髮
- 理髮師免除對頭髮的責任
亞洲直髮產品的消費者劃分
產品要項：直髮藥品
亞洲髮質用溶劑
- 亞洲人的髮質
- 國外的溶劑
- 更簡單的產品系列與使用過程
- 更簡單的產品系列
- 適應各種髮質的產品
- 對自然髮質及染燙過後的髮質皆安全的產品
- 直髮流程
- 具備多種功能的燙髮產品
- 更簡單的過程
- 產品研發時間的縮短
- 產品事例
- 專業產品的要項
- 高級沙龍限定產品
- 對附加產品的廣大需求
亞洲對燙髮的需求
美容院燙髮的樣本價格
直髮產品品牌
附錄：用語集
附錄：直髮的化學過程
附錄：美容院的直髮作業
附錄：規範體制
附錄：燙髮市場的規模定義問題
附錄：企業與品牌資料
企業與品牌名稱索引
The market for all hair care products and services in Asia is positive. Demand for hair straightening services and products is higher in the professional channel (salons) than in other markets around the world. These services are lucrative for salons because they are
among the most expensive.
Hair straightening clients spend more than twice the average spending per salon visit. They are also the most important purchasers of retail hair care products in salons. They buy premium, high mark up products (shampoo and conditioners, treatments, styling aids), particularly those specially formulated for chemically treated hair. TABLE OF CONTENTS 2
- THE GSP SERIES 5
- PRODUCTS AND TOOLS USED TO STRAIGHTEN HAIR 6
- How terms are used 6
- EXECUTIVE SUMMARY 7
- MARKET TRENDS 8
- THE SIZE OF THE STRAIGHTENING MARKET 8
- Some comparisons: China and the UK 8
- MARKET CHARACTERISTICS 9
- Age of consumers 9
- MARKET DRIVERS 9
- CONSUMERS HAIR CONCERNS 10
- Summary 10
- Table 1 Top consumer hair concerns 10
- THE RISE OF STRAIGHT HAIR 10
- Any return for the curl? 11
- The fall of the curl 11
- The unfashionable and the unsafe permanent wave 11
- One chemical bad, two chemicals worse 11
- Chemical combiners 12
- Bleached black hair 12
- Liability waivers 12
- CONSUMER SEGMENTS FOR HAIR STRAIGHTENING IN ASIA 12
- Table 2 Consumer segments for hair straightening 12
- Straightening curly and straight hair 12
- PRODUCT REQUIREMENTS - CHEMICAL STRAIGHTENERS 13
- Summary 13
- Safer straighteners to avoid bad hair days 13
- Table 3 Chemical perils 14
- FORMULATIONS FOR ASIAN HAIR 14
- The uniqueness of Asian hair 14
- "Foreign" formulations 14
- A SIMPLER PRODUCT RANGE AND PROCESS 15
- A simpler product range 15
- One size fits all 15
- Safe on natural and treated hair 15
- The straightening cycle 15
- A multi-functional perm product 16
- Simpler process 16
- Shorter product development times 16
- Example product(s) 16
- Requirements of professional-only products 17
- Restricting sales to quality salons 17
- Strong demand for add on products 18
- Table 4 Check list of product requirements "the dos" 19
- Table 5 list of product requirements "the donts" 19
- DEMAND FOR PERMING SERVICES IN GSP ASIA 20
- Table 6 Markets in Asia in GSP series 20
- Table 7 Demand for perming services in 10 countries 20
- Table 8 Demand for perming services by type in 7 countries 21
- SAMPLE PRICES OF PERMING SERVICES IN SALONS 22
- Table 9 Average spending 22
- Table 10 Prices for perming services 22
- HAIR STRAIGHTENING BRANDS IDENTIFIED IN GSP ASIA 23
- Summary 23
- The unregulated market 23
- Table 11 Companies and brands -Europe and USA- in GSP Asia 23
- Table 12 Companies and brands - Japan (16) - in GSP Asia 24
- Table 13 Companies and brands - Korea (11) - in GSP Asia 25
- Table 14 Companies and brands -Taiwan - in GSP Asia 25
- Table 15 Companies and brands - other countries - in GSP Asia 25
- Salon own label products 26
- APPENDICES 27
- APPENDIX GLOSSARY OF TERMS 27
- Table 16 Glossary of hair perming and straightening terms 27
- The new vocabulary to avoid the p... word 27
- APPENDIX HAIR STRAIGHTENING - CHEMICAL PROCESSES 28
- Table 17 The chemical formulas and popular terms 28
- Lye and no lye 28
- Thio and Acid-Based formulas 28
- How the chemicals work 28
- APPENDIX HAIR STRAIGHTENING IN SALONS 29
- Table 18 Hair straightening process in salons 29
- Summary 29
- The salon consultation 29
- Pre-treatment test 29
- Are tests carried out? 29
- Applying the scalp protector and chemical formula 30
- Rinse and apply neutralizer 30
- Thermal straightening 30
- On-going care of straightened hair 30
- Table 19 Product development times and duration 31
- APPENDIX REGULATORY SYSTEMS 32
- The "Western" and "Asian" systems 32
- Harmonization for AFTA 32
- Product categories 32
- Table 20 Hair care products by regulatory category 33
- APPENDIX PROBLEMS ESTIMATING THE SIZE OF PERMING MARKET 34
- Table 21 Hair care market retail and professional in China 34
- Hair market 34
- Table 22 Basic data on hair salons and hair care products in China 35
- APPENDIX PROFILE OF COMPANIES AND BRANDS 36
- Problems with accurate identification and spellings 36
- INDEX OF COMPANY AND BRAND NAMES 49
- DIAGONAL REPORTS STATEMENT 53
- Symbols used in tables 53
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