IS SKIN CARE THE NEW HAIR CARE?
As more of us spend much of our day on social media, sharing selfies and being exposed to influencers and celebrities, the pressure to always look well-groomed and styled is fuelling demand for the necessary products.
It only makes sense that hair care brands would seek to innovate and engineer new products as a way of remaining competitive and relevant. Brands are looking to the skin care market, which was projected (prepandemic) to reach $183 billion by 2025, to influence hair care formulas, marketing and packaging.
The beauty industry has always been a leader in innovating and adopting technology, science and nature to provide products that address the concerns of customers of every age, gender, culture, ethnicity and their varying grooming needs.
The growth of both celebrity hairstylists and influencers has resulted in a more competitive hair care market with many niche brands reaching cult status.
Anti-aging
Factors that are driving innovation in skin care are also shaping the direction of hair care products.
Brands are addressing the concerns of an aging society that is increasingly worried about climate change and the environmental impact on our health and appearance.
According to Gcimagazine’s- Market Trends, approximately 80% of middleaged women revealed that they want their hair to make them feel prettier and more confident. And more than 60% said they preferred to buy shampoos and conditioners that are customized to address their personal hair care goals, including more youthful, healthylooking hair.
Luxury hair care brand Alterna champion’s caviar as its key nourishing ingredient. One of its recent product additions is the Replenishing Moisture CC Cream, a 16-in-1 complete correction leave-in. Alterna has not only named its products after popular skin ingredients but has also targeted luxury consumers who are seeking sustainable, ethical products.
The brand’s formulations are free of synthetic colors, sulfates, parabens and dyes. Instead, products are reliant on botanical ingredients and proprietary blends like Alterna’s Marine Plumping Complex, as well as caviar and sea silk as used in its Anti-aging Shampoo and Conditioner.