| TABLE OF CONTENTS |
| THE GSP SERIES |
| PRODUCTS AND TOOLS USED TO STRAIGHTEN HAIR |
| EXECUTIVE SUMMARY |
| MARKET TRENDS |
| THE SIZE OF THE STRAIGHTENING MARKET |
| Some comparisons: China and the UK |
| MARKET CHARACTERISTICS |
| Age of consumers |
| MARKET DRIVERS |
| CONSUMERS' HAIR CONCERNS |
| Summary |
| Table 1 Top consumer hair concerns |
| THE RISE OF STRAIGHT HAIR |
| Any return for the curl? |
| The fall of the curl |
| The unfashionable and the unsafe permanent wave |
| One chemical bad, two chemicals worse |
| Chemical combiners |
| Bleached black hair |
| Liability waivers |
| CONSUMER SEGMENTS FOR HAIR STRAIGHTENING IN ASIA |
| Table 2 Consumer segments for hair straightening |
| Straightening curly and straight hair |
| PRODUCT REQUIREMENTS ' CHEMICAL STRAIGHTENERS |
| Summary |
| Safer straighteners to avoid bad hair days |
| Table 3 Chemical perils |
| FORMULATIONS FOR ASIAN HAIR |
| The uniqueness of Asian hair |
| 'Foreign' formulations |
| A simpler product range |
| One size fits all |
| Safe on natural and treated hair |
| The straightening cycle |
| A multi-functional perm product |
| Simpler process |
| Shorter product development times |
| Example product(s) |
| Requirements of professional-only products |
| Restricting sales to quality salons |
| Strong demand for add on products |
| Table 4 Check list of product requirements 'the dos' |
| Table 5 list of product requirements 'the don'ts' |
| DEMAND FOR PERMING SERVICES IN GSP ASIA |
| Table 6 Markets in Asia in GSP series |
| Table 7 Demand for perming services in 10 countries |
| Table 8 Demand for perming services by type in 7 countries |
| SAMPLE PRICES OF PERMING SERVICES IN SALONS |
| Table 9 Average spending |
| Table 10 Prices for perming services |
| HAIR STRAIGHTENING BRANDS IDENTIFIED IN GSP ASIA |
| Summary |
| The unregulated market |
| Table 11 Companies and brands 'Europe and USA' in GSP Asia |
| Table 12 Companies and brands ' Japan (16) ' in GSP Asia |
| Table 13 Companies and brands ' Korea (11) ' in GSP Asia |
| Table 14 Companies and brands 'Taiwan ' in GSP Asia |
| Table 15 Companies and brands ' other countries ' in GSP Asia |
| APPENDIX GLOSSARY OF TERMS |
| Table 16 Glossary of hair perming and straightening terms |
| APPENDIX HAIR STRAIGHTENING ' CHEMICAL PROCESSES |
| Table 17 The chemical formulas and popular terms |
| Lye and no lye |
| Thio and Acid-Based formulas |
| How the chemicals work |
| APPENDIX HAIR STRAIGHTENING IN SALONS |
| Table 18 Hair straightening process in salons |
| Summary |
| The salon consultation |
| Pre-treatment test |
| Are tests carried out? |
| Appling the scalp protector and chemical formula |
| Rinse and apply neutralizer |
| Thermal straightening XE "Thermal straightening" |
| On-going care of straightened hair |
| Table 19 Product development times and duration |
| APPENDIX REGULATORY SYSTEMS |
| The 'Western' and 'Asian' systems |
| Harmonization for AFTA |
| Product categories |
| Table 20 Hair care products by regulatory category |
| APPENDIX PROBLEMS ESTIMATING THE SIZE OF PERMING MARKET |
| Table 21 Hair care market retail and professional in China |
| Table 22 Basic data on hair salons and hair care products in China |
| APPENDIX PROFILE OF COMPANIES AND BRANDS |
| Problems with accurate identification and spellings |
| INDEX OF COMPANY AND BRAND NAMES
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