The hair care market has been energized by a flurry of new product launches. Although product aesthetics continue to be important, hair protection seems to be the featured product attribute shared by the most recent hair care launches.
Formulas that claimed hair strengthening, color protection and heat protection benefits represented nearly 64% of the 1,155 hair care products introduced in 2007 and early 2008. In 2009, the “protection” trend doesn’t appear to be slowing down. With greater numbers of consumers cutting back on expenses and opting to perform some salon treatments at home, hair protection becomes a real issue of importance.
Protection takes on many different forms. It might refer to color protection, UV protection, to imparting added moisture or conditioning ingredients to the hair shaft, or it can also refer to environmental responsibility.
Consumers are ever more vigilant about: companies’ manufacturing practices and sustainability initiatives, biodegradability of product packaging materials, and product ingredients’ ultimate effect on the environment. This has given rise to an increasing number of launches of sulfate-free shampoos and conditioners, which are perceived as healthier for the hair as well as the environment.
Last – but not least – aesthetics, particularly consumers’ desire for their hair care products to deliver an overall “sensory experience”, continues to be a valuable enhancement to product performance attributes. Texture, product-feel during application and visual impact are also important product features.
The scent, meanwhile, must convey freshness, purity, naturalness and promote a feeling of well-being, while also incorporating fragrance notes that communicate the protective, healing and nourishing product characteristics.
Fragrance Insights 