We are living in a world where people are trying new things, not putting them off.
Global haircare and styling tool innovations continue to offer new solutions for healthy, lush and stylish locks.
KINDER HAIR TOOLS
When it comes to styling tools, we aren’t likely to see fantastical leaps in what’s possible this year. Rather, the ongoing priority for hot tool manufacturers will remain on protecting the health of our hair.
“2020 has got to go down as one of the most unprecedented times in modern history,’’ says Sandra Lup, lead design engineer, RDD personal care at Dyson.
“While hair styling trends continue to be a mainstay, there is a growing spotlight on self-care and by relation, hair health. Lockdown was a chance for people to finally give their hair the break it deserves. As a result, heavy styling tool users may have noticed a healthy change to their hair. There’s now a desire among many to maintain this improved, healthier look and feel. So we are anticipating more people looking to achieve their same desired style, but with less heat.”
It’s where Dyson’s development around its tools’ heat management capabilities will be a key focus, set to continue on within the brand’s extensive research facilities. The recent launch of Dyson’s cordless Corrale hair straightener (a feat in itself as far as lightweight battery development) was meticulously engineered to do the job without causing visible – and invisible – stress to your strands.
SKINCARE-LEVEL HAIRCARE
Potentially the most dominant and visible change we’ll see this year is the segmentation of haircare, as more consumers look to embrace new options beyond their shampoo and conditioner. Market research group Mintel pinpoints ‘skincare-level haircare’ as the key area of innovation for hair in its recent APAC Beauty and Personal Care Landscape report. “In formulation and communication, the evolution of hair treatments will see more influence from facial skincare.” Look in particular for brands exploring the use of of cica creams, micellar waters, omegas 3 and 6, collagen and alpha hydroxy acids.
SCALP SUCCESS
As the scalp becomes more widely viewed as an extension of skin, and we understand its place as the factory that grows healthy hair, expect also to see growth in the scalp-health product category. The good news is we’re graduating from the usual stable of products for dry, itchy or flaky scalps to more sophisticated forms that encompass scrubs, serums, masks and sunscreens to treat the area.
CUSTOMISABLE CARE
Because hair, like skin, is unique to each person, products that can be tailored to suit are gaining attention. In 2021 there will be a wider range of options, plus online questionnaires to help pinpoint the right products for you. More advanced approaches will involve handing over personal data and getting a highly customised product recommendation as a result. Strands is a US brand gaining attention for its system that requires you to provide a sample of hair for testing, and then using microscopic imaging and molecular analysis, judges protein levels, scalp sebum, hair texture, and cuticle condition. An algorithm subsequently devises a treatment plan based on your data, and products are delivered to you.
“SELFCARE HAS SHONE A LIGHT ON HAIR HEALTH.”
SANDRA LUP