The Hair Biology Collection Supports the Needs of Women Over 50
Michael Hemsworth — June 19, 2020 — Life-Stages
References: us.pg & drugstorenews
The Hair Biology collection has been unveiled by Procter & Gamble as a new range of haircare products that are formulated with the needs of mature women in mind to help keep them supported as they get older. The product range targets the needs of women 50 and over, and addresses issues like thinning hair, graying, reduced natural oil production, and irregular strand shape. The products will work to improve on these areas over time, and utilize ingredients like biotin, caffeine and argan oil to do so.
Associate Brand Director at P&G Jennifer Thompson spoke on the new Hair Biology collection saying, "We at P&G aim to make products that promote self-confidence and expression at every age. When developing Hair Biology, we wanted to create something that empowers women to take control of their changing hair by focusing on the science of why these transformations are happening. By targeting the changes at their sources and embracing biological shifts, rather than trying to cover them up, we hope to keep women feeling bolder, not older.”
Associate Brand Director at P&G Jennifer Thompson spoke on the new Hair Biology collection saying, "We at P&G aim to make products that promote self-confidence and expression at every age. When developing Hair Biology, we wanted to create something that empowers women to take control of their changing hair by focusing on the science of why these transformations are happening. By targeting the changes at their sources and embracing biological shifts, rather than trying to cover them up, we hope to keep women feeling bolder, not older.”
Trend Themes
1. Mature Haircare - The Hair Biology Collection focuses on the needs of women over 50, presenting an opportunity for companies to develop specialized haircare for the senior market.
2. Healthy Aging - Procter & Gamble's Hair Biology Collection promotes healthy aging for hair and could inspire other companies to create similar products for other aging concerns.
3. Natural Ingredients - Hair Biology uses biotin, caffeine, and argan oil to improve hair health, opening possible avenues for development of natural haircare products.
Industry Implications
1. Beauty and Personal Care - The Hair Biology Collection showcases the potential to specialize beauty and personal care products for the senior market with a focus on aging concerns.
2. Health and Wellness - Procter & Gamble's Hair Biology Collection promotes healthy aging for hair and can inspire the development of more health and wellness products catered to seniors.
3. Natural Ingredients - The use of natural ingredients in the Hair Biology Collection presents opportunities for the natural beauty and health industries to focus on aging-specific natural solutions.
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