Cross category inspiration in haircare

Haircare has become an increasingly interesting sector for NPD, as manufacturers are trying to convince consumers that they should adopt a haircare regimen to match their skincare regimen, according to Vivienne Rudd, Director of Global Insight, Beauty and Personal Care.

At her presentation on Oils, BB, Scalp Treatments – What’s Hot And What’s Next In Haircare, Vivienne pointed out that brands are doing this by using a new lexicon, learning from other categories and extending formats into new segments.

Oils are a great example of this. Once a traditional Asian treatment, hair oils hit the Western mainstream last year with a blend of sophisticated fragrances, luxurious textures and complex claims. This year, oils have moved into styling and colourants.

From the L’Oréal stable, Garnier Olia Coloration Permanente is formulated with 60% natural flower oils in a non-drip cream. The floral scented product is said to improve shine and smoothness and is ammonia-free.

Henkel, meanwhile, introduced got2b Ol-la-la Styling OilSpray, which contains argan oil, natural tocopherols and vitamin E. Together, these are said to leave the hair sleek, glossy, smooth and shiny.

Another important shift has been the migration of colour cosmetics and skincare claims and formats into haircare, inspired by the runaway global success of BB creams. KeratinPerfect 3-in-1 Multi-Action Hair Beauty Balm is the purest expression of the BB appeal, positioned as a serum, cream and oil hybrid. The product is said to reinforce the hair from within with nano-keratin molecules, smooth its texture with oils, and rejuvenate and thicken it with apple stem cell extract.

Emphasizing the relationship between the skin and hair, a growing number of scalp products claim to cleanse, detoxify and exfoliate the scalp while nourishing and hydrating the hair. Alterna’s Caviar Clinical Weekly Intensive Boosting Treatment is described as an 'ultra-powerful' weekly scalp treatment designed to provide an intensive stimulating boost to the hair and scalp, reinforcing the energising and protective effects of Caviar Clinical Daily Root & Scalp Stimulator.

More specific anti-ageing claims have also entered the haircare category, particularly in Asia Pacific which has seen a hike in related launches. Procter & Gamble brought together its Pantene and Olay experts to create the Age Defy Advanced Thickening Treatment, which claims to thicken each existing individual hair strand and deliver a potent blend of vitamin B3, panthenol and caffeine deep within the hair, providing suppleness.