This is the view of senior beauty analyst and market expert, Vivienne Rudd of Mintel, who states that it is now an exciting time for the hair care area.
Recent reports from a number of analysts suggest that as a saturated and well developed beauty category, hair care will not quite see the strong growth that other areas exhibit; but this does not mean it will take a backward step.
Learning from others
“Hair care has become an exciting space for NPD,” comments Rudd.
“Manufacturers are trying to convince consumers that they should adopt a hair care regimen to match their skin care regimen, and they’re doing this by adopting a new lexicon, learning from other categories and extending formats into new segments.”
The Mintel guru explains that other categories such as colour cosmetics and skin care could provide a key insight into growth areas and trends that could boost the hair care category.
Dual claims
The migration of colour cosmetics and skin care claims and formats into hair care represents an important shift according to Rudd, who singles out the global success of BB creams as an example.
“KeratinPerfect 3-in-1 Multi-Action Hair Beauty Balm is the purest expression of the BB appeal, positioned as a serum, cream and oil hybrid,” she says.
“The product is said to reinforce the hair from within with nano-keratin molecules, smooth its texture with oils, and rejuvenate and thicken it with apple stem cell extract.”
Emphasising the relationship between the skin and hair, has also seen a growing number of scalp products claim to cleanse, detoxify and exfoliate the scalp while nourishing and hydrating the hair.
Ageing trends
Anti-ageing is also one of the claims that has always been a big hit in hair care, as it is in skin care.
Consumer worries over hair loss or greying hair has always ensured demand stays high and has seen the big manufacturers focus on products to thicken hair density , strengthen hair and focus on the hair follicle cycle.
The industry has also seen hair oils move into the mainstream, particularly in styling and colourants, thanks in part to a growing influence from the East.
Vivienne Rudd and her team will be focusing on hair care influences from the East, along with providing more information from the global category at the Innovation Zone at incosmetics Asia 2013 taking place in Bangkok, 29-31 October.