Hair Care Efficacy Expectations Expand with Shifting Consumer Needs
Rising expectations in hair care efficacy are linked to three core consumer needs: hair and scalp health, healthy appearance and ageing hair care. These key needs mirror consumers’ reported hair concerns and span gender and generations.
Healthy Hair and Scalp – An Important Hair Care Priority
Along with efficient cleansing, hair care products are expected to moisturise, nourish and offer reparative benefits. While many consumers engage in time-intensive deep conditioning and spa treatments for maximum impact, busy day-to day routines often spur them to look for convenient products that deliver multifunctional benefits.
Ageing Hair Concerns Span Generations
The normal cycle of hair growth and loss can be disrupted due to multiple factors: stress, hormones, genes, lifestyle, chemical treatments, all of which can cause hair to age faster. Premature ageing and hair loss is a concern for both genders, especially at younger ages when appearance matters most.
Healthy Hair Needs Extended to Appearance and Manageability Solution
Over one quarter of the average total time spent on hair care is dedicated to styling. Appearance-conscious, time-poor consumers, particularly women, expect products to help them manage difficult, tangled and frizzy hair.
Informed Consumers Link Efficacy with Ingredients
With increasing awareness of what goes into their hair care products, informed consumers link efficacy with ingredients. In some cases, untraditional exotic and “green” ingredients are even preferred over luxury brands and consumers are willing to pay more for the perceived benefits.
Future Hair Care Opportunities
The best opportunities for hair care brands and retailers include focusing on three core hair care needs: healthy hair and scalp benefits, healthy appearance (styling, manageability) and solution to premature ageing concerns.
Innovations in both product format, such as the convenience offered by dry shampoos, co-wash or BB creams, and in characteristics, such as the nourishing benefits of serums, oils and masks, will be key to reach consumers with growing product expectations.