Hair care doesn’t always get he same headlines as skin care and makeup, but the category is taking some
lessons from these two high-profile
segments. In addition to providing
global and U.S. hair care market
figures (Page 17 and 18, respectively)
and offering insights from Clairol’s
vice president of global and U.S.
marketing, Heather Carruthers (Page
46), this month’s issue provides some
insights and examples of how the
category is evolving.
Like skin care and makeup bridge products, hair care brands are finding that
multiple benefits within one product can appeal to consumers seeking fewer steps
in their beauty care routines.
2. New claims
Want to know how hair care claims will evolve? Keep an eye on skin care. As
skin care adopts emerging claims such as anti-pollution and IR defense, hair care
has taken notice.
3. Situational beauty
As noted in a recent Kantar* report, situational care that changes with the
occasion or season can allow consumers to get the right result for the right
moment, as seen with Clairol’s Color Crave Hair Makeup, a washable hair color
product that allows consumers to achieve on-trend looks without the commitment
of permanent color for festivals, birthdays and other special occasions. Situational
hair care could also include lines designed for specific seasons or life stages.
4. Scalp care is skin care
Consumers and brands are increasingly bracing the notion that healthy scalps
equal healthy hair. From special serums to exfoliating shampoos and UV-defense
products, scalp care is entering a skin care-inspired renaissance.
5. Multicultural matters
Just as makeup brands both large and small have broadened their skin tone
options, traditionally “ethnic” and mainstream brands alike have modified their
marketing strategies to embrace textured hair consumers of every background.
While the move promises growth for some brands, marketers must beware of
alienating their core consumers (Page 48).
We hope you enjoy this months’ issue. We’ll see you in July.
GLOBAL COSMETIC INDUSTRY MAGAZINE
EDITORIAL ADVISORY BOARD
ALISA MARIE BEYER
Coastal Salt & Soul
MARIE ALICE DIBON
Alice Communications, Inc.
Alchimie Forever, The Polla Beauty
ART RICH, Ph.D.
A. Rich Development
Editor in Chief
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SPARK | BY JEB GLEASON-ALLURED
5 Things Hair Care Is Learning from
Makeup and Skin Care