Andrew McDougall, associate director of beauty and personal care at Mintel gave a presentation on what’s next in haircare: emerging trends’ on 3 April at the Marketing Trends Theatre, during in-cosmetics Global.
He said most women consider hair care as important as skin care, with the scalp seen as an extension of the face. There is an opportunity for brands to educate consumers about the importance of scalp health and direct them towards products with specific benefits.
The scalp is more delicate and has a higher number of sebaceous glands, sweat glands and hair follicles compared to the skin on the rest of the body. To keep a healthy scalp, it’s imperative to follow a scalp care regime that includes good cleansing (at least three times a week), re-balancing and moisturising.
Claims in focus
Brands can position scalp care products in the same way as in facial skin care, and direct them towards different needs. For instance, we are seeing scalp care claims around protecting against external factors, such as UV rays and pollution, as well as products that address specific problems like ageing, thinning or greasy hair. There’s also an opportunity to formulate using ingredients typically found in skin care (such as niacinamide, salicylic acid, or stem cells) to address scalp care needs.
But ensuring that the right products are being used for certain needs can be confusing, so brands must help consumers find the right products and understand their hair better.
My Hair Doctor uses a quiz that makes consumers describe their hair and scalp type, issues and desired look, and then it ‘prescribes’ a group of products for multiple needs. This can then create a ‘prescription package’ that may encourage women to buy into a full regime.
Mintel research shows that less than one in five European women place priority on products that target multiple problems, highlighting that consumers are keen to take time over their hair to achieve the right results, rather than opt for a convenient ‘multi-fix’. Indeed, many are likely to question the efficacy of a product that says it can do everything.
For those who may be concerned with the amount of time that a thorough regime would take up, the night care market presents a great solution. Mintel’s Life Hacking Trend discusses how to maximise every free minute and use solutions that help increase productivity. When the body is at rest, cell regeneration is at its peak, so scalp specific treatments and serums can get their best results.
This Works Modern Natural Beauty Sleep Plus+ Hair Elixir (UK) is described as a two in one night treatment designed to promote better sleep and boost hair vitality thanks to its essential oil-rich formula. While Jean Louis David Recharge Me! Five in one Night Serum (France) claims not to leave a greasy residue on the pillow and emphasises its benefits while the user sleeps.