This week we’re exploring all that’s popular with hair care and products.
Following the surge in people buying skincare, scalp care has become increasingly popular. Consumers want to look after aspects of their body and the tops of their head are the most recent fascination.
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Just like the Korean skincare trends, multi-step regimes are increasingly popular. Pre-shampoo products are a recent addition following on from the masks and leave-in products that are already popular.
This is the fastest growing category in haircare. More and more people ask for natural ingredients in products and adding in botanical ingredients gives consumers peace of mind.
More brands are using botanicals as the featured part of the product for the illusion of a more natural hair care routine, even if the other ingredients aren’t.
If there’s one obvious trend this year so far it’s bright and bold hair colour. Previously an ‘alternative’ look, colourful and unicorn hair has been everywhere.
As more celebrities don an interesting colour it’s creeping into the mainstream. Pinks and blues have hit the high-street and fun colours show no signs of slowing down. And consumers want this without the price tag, they’re moving away from salon visits to at home DIY’s, so products that aid this are set to succeed.
Everyone has individual hair goals and brands are starting to adapt product offerings to suit this and this comes from active and passive options.
Active innovation allows customers to customise their own products through the brand. Passive, on the other hand, is from brands interacting with consumers online and working form that information. Whether it’s wash or colour, brands are learning a lot from listening to customers.
Time and cost
Consumers are increasingly time and cost conscious. People want products that make their lives easier and don’t break the bank.
Waterless and multi-functional products are becoming increasingly popular with this market. It also means that people want products that extend the time before another salon trip, but innovation that gives them the same results at home.