HAIR CARE 31
Hair solution for full splits reparation
nMarie Arzel - Solvay, France
The hair care market is currently undergoing a real revolution as consumers continue clamouring for customised products that fit their own unique needs. Whether searching for solutions in on-
the-go or long-hair care, or to the challenges posed by today’s limited access to salons driven by the coronavirus pandemic lock-down, consumers want answers to their long-term health and beauty needs. Products that simply wash or condition are
no longer enough for consumers, demonstrating a need for upgraded care and personalised hair care routines similar to custom skin care regimens. In response to this growing demand, formulators now make legitimate claims around nourishment, moisturisation or anti-pollution, just like those found in products on the skin care market. Consumers have become aware they can find a personalised routine for achieving well- groomed, shiny hair and, ultimately, more perfect hair days. This trend is giving rise to a multitude of new products, routines and usage occasions that correlate to their specific hair care needs.
Beyond this push toward more
personalised beauty routines, other trends in personal care are emerging from the current Clean Beauty wave. More than a trend, it is a movement in which wellbeing, healthfulness, sensorial experience and sustainability can drive decisions around purchasing personal care products. The trend is so multifaceted, in fact, that it poses a greater challenge than merely offering a selection of products that contain fewer chemical ingredients. Products perceived as clean beauty are typically formulated with ingredients that are sustainably and ethically sourced and produced with personal and environmental health in mind. Consumers want products that leave them with clean hair and a clean conscience. It also comes with a battle cry for the development of highly effective, certified and naturally-derived personal care ingredients that meet complex formulator requirements.
De-averaging and customisation De-averaging, or finding a range of right answers, and customising formulations are
Multi-split end
solutions that can help decrease complexity around routines and also enable formulators to personalise hair care products that focus on specific demands and desires, solve problems or enable self- expression through products designed “just for me.” This is validated by recent Mintel surveys: l A total of 41% of U.S. women (24% for men) in 2018 said they look for hair care products that have been designed for their hair type
l Some 46% of Chinese consumers in 2018 said they are interested in hair care products customised by hair type and needs
l A total of 48% of French women in 2018 reported they found it difficult to understand which products are best for their hair type As customisation becomes an
expectation, more brands are seeking to develop unique products that can meet the wants and needs of the individual. Consumers can pick and choose from lines of specialised products that can be adapted to their specific needs, providing them with
Single split end
Figure 1: Single and multi-split ends by scanning electron microscopy. August 2020 PERSONAL CARE GLOBAL
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