SCALP CARE
"I would be interested in haircare/styling products that protect my scalp microbiome" 46%
37% 32% 29% 26% 36% 30% 36%
103
4 3 2 1
0
C.acnes France Germany Italy Spain All ■ Scalp treatment users ■ Figure 5: Survey result of consumer interest about product for the scalp microbiome protection
consider scalp cleansers, capable of removing styling and hair make-up products. In this context, the scalp care active can
help with the cleanser development because it has been tested in a rinse-off application with excellent results in oiliness reduction, both in self and expert assessments as visible in Figure 4.
European consumers In general, European users of scalp treatments are more concerned than non-users about their scalp microbiome, indicating that they are already looking at specific elements of scalp care and scalp biology. In all markets, apart from France, interest in the microbiome peaks
among 16-24 year olds (Figure 5). The scalp care active can balance the
scalp microbiome, selectively inhibiting Cutibacterium acnes. Less than 1% of the active ingredient is effective against this unfavourable microorganism. The growth of Staphylococcus epidermidis is regulated only at higher concentrations than the recommended use level (0.5% - 1%) (Figure 6). These bacteria are, under normal circumstances, desirable for a healthy skin flora. The European consumer analysis was done
especially taking into consideration two main markets, the German and the UK. UK women with itchy, flaky scalps are the biggest users
Mean + SEM; n= 2
S.epidermidis
Figure 6: The scalp care active controls the growth of the skin microbiota. It prevents uncontrolled growth for C. acnes, the micro- organism which overgrows when oily and sensitive scalp occurs
of scalp treatments and are most attracted to claims of long-lasting increase of hair growth and scalp microbiome health. Women with oily scalps are the most
attracted to lasting results, presumably oil control, while those with dry scalps want more hair growth. All of this visible in Figure 7. On the other hand, a third of German
women say they have a balanced or dry scalp, which opens opportunities for scalp products that promise long lasting benefits and care of the microbiome as visible in Figure 8.
American consumers In contrast to Chinese consumers, half of
www.personalcaremagazine.com
April 2024 PERSONAL CARE
Scalpinist-Senso (%)
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