104 SCALP CARE Oily 40% Dry 38% Itchy 45% Flaky 52% Balanced 16%
Scalp type influences product use and desired benefits Oily
Increases hair growth
Improves scalp microbiome health
UK women's use of scalp treatments
Offers long-lasting results
Designed to replace salon treatments
Figure 7: Survey results on UK women, who have a different scalp situation3 Oily 21% Dry 30% Itchy 17% Flaky 14% Balanced 35%
Scalp type influences product use and desired benefits Oily
Increases hair growth
Improves scalp microbiome health
German women's use of scalp treatments
Offers long-lasting results
Designed to replace salon treatments
Figure 8: Survey results on German women, who have a different scalp situation3
American consumers use hair treatment, but the use of scalp treatment is still on a low level compared to the other product formats (Figure 9). It is also possible to observe that when US
consumers use hair treatments, they tend to turn to familiar, straightforward products such as hair oils. In contrast, skincare-inspired formats such as serums have been slow to gain market traction. However, it is notable that usage of scalp treatments, while slightly lower overall than serums, is uniform across men and women. There is potential to attract both genders
with products that claim to address sensitivity, dry scalps and/or hair loss. In this context, the US market has not yet
60% 50% 40% 30% 20% 10% 0%
53% 48% 42% 37% 29% 21% 9% 12% 7% Any treatment
Pre-shampoo treatment
(eg pre-poo) 12% 9% 15% 16% 10% 20% 14% 14% 14%
matured for scalp care treatment and it can be a market where companies can focus on for the development of scalp care products addressing both women and men consumers.
Conclusion Overall, it is possible to state that scalp care is building up around the globe, with some markets in a more advanced situation than others, showing that there are opportunities, which can be used by raw material producers and finished cosmetic products manufacturers for the development of products, which can fit the markets’ requirements. Another interesting aspect, that emerges
"Which of these products have you used in the last six months?"
Female ■ Male ■ All ■
from this analysis, is that scalp care is not only related to women consumers, but it is also emerging for men. Across all the considered countries, the main
scalp issues are related to dryness, oiliness and itchiness, which push consumers to search for products that can relief them from these discomforts. An extension of a well-nourished scalp is translated in an improvement in hair growth and hair thickness. Scalpinist®-Senso, with its ability to inhibit
the four factors, which are provoking the vicious circle of sensitive scalp, is therefore an active ingredient that can especially target a disbalanced scalp microbiota, an oily and sensitive scalp, providing a relief of the scalp discomfort. The scalp care active is therefore an
active ingredient, which we have designed to answer this rediscovery of the scalp as a part of the body, which also is in needing of care, especially in a surrounding context in which personal health and wellbeing is highly looked after and pursued by the modern consumer.
(eg bond builder, keratin)
Specialized hair treatments
Hair serum
(eg Morocan, marula)
Hair oil
Scalp treatment (ie treatment before
shampooing) Figure 9: Survey result on American consumers about their habits of using hair care products PERSONAL CARE April 2024
References 1. Valenti L. Why the ancient Indian tradition of hair-oiling is the perfect form of self-care for right now. Vogue. 14 April 2020. https://
www.vogue.com/article/hair-oiling-indian- ayurveda-self-care-longer-thicker
2. Kantar Profile/Mintel. 2023 3. KuRunData/Mintel. 2023 4. Dynata/Mintel. 2023
www.personalcaremagazine.com 39% 37% 42% 18% Dry 31% 42% 37% 15% Itchy 41% 52% 36% 15% Flaky 34% 55% 34% 16% Balanced 25% 22% 30% 5% 38% 24% 48% 22%
Dry 38% 31% 37% 23%
Itchy 34% 42% 42% 22%
Flaky 43% 39% 40% 23%
Balanced 27% 13% 39% 16%
PC
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