Traditional hair care regimes are evolving from simply shampooing, conditioning and styling the hair to multi-step, more sophisticated approaches influenced by K Beauty. New products finding their way into consumers’ hair care regimes include pre-shampoos, serums and pre-style and after-style products.
The key drivers influencing hair care developments are Customisation, Smart Technology and more eco-friendly Waterless Systems. Iliyana Mesheva, an associate analyst at GlobalData, discussed these and other hair care trends during a marketing trends seminar at in-cosmetics Global.
GlobalData predicts the hair care industry in Africa and the Middle East to grow by 3.9 percent between 2016 and 2021. Currently, the fastest growing categories within the industry are shampoo followed by conditioner and hair colourants.
A one size fits all approach is no longer relevant in hair care. This is because 71 percent of global consumers find hair care products customised to their individual needs appealing.
A market leading example of customisation in hair care is Oleum Vera’s Do-it-Yourself Organic Hair Care Kit. The kit, which is sold online, includes three DIY hair treatment oils, four hair masks and two hair rinses consumers can make using simple household ingredients.
Although smart technology in hair care is an emerging trend, it’s becoming more and more in demand. Mesheva said 23 percent of global consumers are interested in and actively buying smartphone connected beauty devices.
The Kérastase Hair Coach Powered by Withings launched in 2017 is the world’s first-ever smart hairbrush. Developed in collaboration with L’Oréal’s Research and Innovation Technology Incubator, the brush features Withings’ advanced sensors and seamless product design along with L’Oréal’s patent-pending signal analysis algorithms to score the quality of hair and monitor the effects of different hair care routines. An accompanying mobile app provides additional insights and customised product recommendations to help people better care for their hair.
While waterless products generally target time-poor consumers in the Asian and European markets, they are incredibly relevant to the South African market where dwindling water resources are driving brands and consumers to reduce their water consumption in every way possible.
One international brand already innovating in this space is OUAI with its Anti-Frizz Hair Sheets. Paraben and sodium chloride free, these purse-portable frizz defying sheets are a new secret weapon to fight frizzy, static-prone hair.
The future of hair care
DNA-based hair care products, the influence of the skin care industry with day and night time focused hair care solutions and the rise of athleisure-based products are set to find prominence in hair care in the future.