Top consumer haircare trends that your brand needs to know.
Knowledge-thirsty consumers and disruption-hungry innovators are driving a new wave in hair care, and it’s just getting started. This report reveals how brands can get ahead of the curve.
Luxury hair care is a rapidly expanding industry, fuelled by brands such as star player Olaplex, which expanded rapidly over the past year and posted a growth of 171% for the first half of 2021.
Premium brand Davines grew 35% in the first four months of the year 2021 versus 2020, Aveda’s online sales grew strong double digits in the 2021 fiscal year and the L’Oréal Group stated that Kérastase sales were ‘particularly dynamic’ in the first quarter of 2021.
The category is still facing some key challenges. Kantar has tracked the impact of salons reopening at-home hair colourants, and in the UK the segment lost one million shoppers this year – equating to a £32m fall – as consumers returned to having their hair professionally colored.
Here are top consumer trends and interests to keep your brand ahead of the market:
1. Curl power: Consumers with curly hair are seeking products that are suitable for their hair and nourishes their natural texture.
2. The regimen revolution: Different types of hair require different regimes, its important for brands to consider all types of regimes best for all hair.
3. Menopausal hair care: During menopause, women experience hair loss or thinning, what can haircare brands do to help women take care of their hair.
4. Building bonds: A bond-building treatment can reduces the oxidative stress inside the hair by protecting the strong bonds and restoring the broken bonds, forming a new bridge between the keratin proteins.
5. Store appeal: Although online is extremely popular, consumers still want an in-store experience. Your store communicates so much to your customers and mostly potential customers. How can you attract more customers using your store?
Global value and growth, 2021:
These trends represent the need for diversity in the haircare industry. By personalizing your brands’ product offering using a product finder you as a haircare brand are able to provide online consultations to your customers. Transforming your brand into a personalizing machine puts your brand miles ahead of other brands, not only in the haircare industry but the beauty industry as a whole. A brand that is considered a personalizing machine, builds loyal consumers by reassuring your customers that you care about their individual needs.
