ANALYSIS 39
sensory experiences give life, brands and products deeper meaning. Tapping into this trend, brands can look beyond scent and bring other sensorial features to the forefront such as colour, texture and sound.
Mintel GNPD
indicates that just 5% of hair care launches in APAC in the 12 months to April 2018 featured the aromatherapy claim. In fact, Mintel research indicates that over a third of Chinese consumers would be interested in trying hair care products with sophisticated notes of fragrance. Hence, there is also room for the niche hair fragrance/mist segment to expand, and stress on both hair care and mood-boosting properties.
Iluily Purple Shampoo, South Korea (Source: Mintel GNPD) This product is said to provide purple colour therapy to hair and scalp tired due to environmental pollution and stress while calming the senses with a lavender fragrance.
Mise en Scène Aroma Essential Magnolia Nourishing Conditioner (Source: Mintel GNPD) This product is described as an innovative conditioner that can be used on the scalp and hair. According to the manufacturer, it moisturises the scalp and softens the hair, while leaving a layering, lingering fragrance of magnolia. It claims to be free from silicone oil, paraben, animal originated ingredients, mineral oil, synthetic colour, triethanolamine or imidazolidinyl urea.
Kaya Hair Dandruff Control Overnight Purifying Lotion, India (Source: Mintel GNPD) The product is designed to loosen flake build-up and stimulate healthy turnover on the scalp surface. This mild lotion is a blend of dandruff controlling actives, and claims to moisturise, soothe and calm itchy scalp
and control flaking, leaving the scalp feeling rejuvenated and fresh.
Exploring newer engaging and convenient concepts Established claims that stress on hydration, shine and damage prevention in hair care - especially conditioner and treatments - are basic in nature. And hair care innovations must try to stand out in this space. Season- specific claims and new product development that addresses hair issues such as dryness in winter or frizz/UV damage in summer can help bring differentiation—with just 1% of hair care launches in APAC having a seasonal claim, indicates Mintel GNPD.
Companies can potentially tap into the link between sleep and beauty and develop overnight concepts and promote multi- benefits beyond hair care. Furthermore, there is plenty of scope for more hair care brands to emphasise convenience, given notable interest in time-saving benefits but limited new product development.
Conclusion Trends from the food industry have been having a big influence on trends in the personal care industry, and the hair care sector is no exception, with a great deal of interest in the use of heavily publicised superfood ingredients in particular. These can be used to improve scalp as well as hair health and convey a strong sense of wellbeing.
In addition, there is abundant scope for brands to introduce more creative concepts that feature fragrance, colour and texture as well as providing a more convenient format for consumers, who now expect their products to take into account their time-starved, highly stressed way of life. Seasonal formulations again present an opportunity to create products that precisely fit the needs of the consumer and their hair.
PC
A’Pieu Oily Hair Blotting Papers, South Korea (Source: Mintel GNPD) This product is described as a dry powder sheet that effectively, quickly and conveniently absorbs excess oil from the fringe and scalp to freshen up just like it would be right after the shampoo.
April 2020
PERSONAL CARE EUROPE
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196
