Consumers desire more from their hair care products more than ever before – healthier, meaningful, authentic and sustainable products are becoming table-stake slowly but surely. Here’s what we believe will be some of the trends in hair care category.
The Skinification of hair is still at the nascent stage as trend and only will continue to grow. While ingredient-based approach is easier, hence appealing to get onto to the trend, there is more required to capture the essence and soul of the trend of the Skinification. It will take creativity and technological breakthrough to find the expression for benefits like anti-ageing, extreme dryness pore management and more. This is waiting to explode – we can only look at the success of bondplex to know of its potential.
The conversation on scalp care is only to grow bigger and remains a relatively untapped opportunity. A good scalp care is essential for great hair and so more innovations on this will be seen ahead.
Hairfall remains to be one of the biggest concern and mainstream brands are addressing it but the level of satisfaction of the consumers on this remains low. The occasions when this gets heightened are being addressed by niche brands and product that can deliver this can go mainstream effortlessly.
Hair is personal and each of the consumers have unique hair and needs. Hence, the personalization at mass scale remains a challenge for delivery and waiting to unfurl. Pending that, DIY remains very much a trend where each of the consumer are in search for finding the ultimate solution for their hair care that can become a statement for themselves. DIY largely remains anchored on traditions and rituals and their proven history of delivering benefits. ‘Oiling’ will only grow globally as next generation serums which deliver unbeatable benefits.
Consumers care about sustainability and will hold brands accountable to deliver products that are good for the environment which being great for their hair care. Sustainably sourced natural ingredients, sulphate free, natural preservatives, allergen free and minimalistic products will increasingly be differentiating factor on the shelves.
Hair care is an exciting category and possibilities are infinite.
