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Hair Consumer Insights

Hair Thickening
Hair loss products are increasingly marketed to women
Trend - With most hair loss campaigns and branding being focused primarily on men, more brands are prioritizing women's needs in this space. Products that aim to mitigate women's hair loss and thinning concerns are increasingly common, often catering specifically to women experiencing health-related transitions and issues.

Insight - Though women are often catered to when it comes to cosmetic concerns, women-specific health issues are often underserved in several industries. With women increasingly demanding that their health issues are equally addressed by brands and institutions alike, more industries are slowly evolving in order to be more inclusive.
Workshop Question - In what ways is your brand not as inclusive as it could be? How could it resolve those disparities?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Free-From Hair
Hair care products are now prioritizing "clean" formulations
Trend - "Free-from" hair care products and collections are increasingly popular as consumers turn to "clean" claims in industries like F&B and skincare. These products aim to give users results without the inclusion of potentially harmful ingredients.

Insight - As consumers become more educated on food, hair and skincare ingredients thanks to increased education via platforms like social media, they seek out products that are free of the ingredients that don't align with their needs, values, or personal preferences. Brands are increasingly having to cut out ingredients or be more transparent in their claims in order to appeal to this growing group of customers.
Workshop Question - How is your brand prioritizing "clean" or free-from formulations?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Unbiased Hair
Brands are supporting groups that are fighting against Black hair discrimination
Trend - Brands are supporting local Black-led organizations that are fighting against Afro hair discrimination that exists in workplaces and schools. This includes funding, workshops, and support to help put policies in place to end this form of racial discrimination.

Insight - Visible acts of racial injustice and police brutality have led to a global awakening to the experiences that the Black community has faced for centuries. This includes the systemic racial aggressions that exist in corporate workplaces and schools surrounding beauty and appearances. Local Black-led organizations and activists have been fighting these unfair standards for decades and the movement has also extended to corporations looking to change their discriminatory policies. These brands can no longer simply pay lip service as consumers demand action be taken against these forms of discrimination.
Workshop Question - How can your brand help address forms of racial discrimination both internally and systemically?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Heatless Haircare
Reduced heat and cyrotherapy hair tools promise healthier hair
Trend - Reduced heat and cryotherapy styling tools are being introduced to the market as consumers pay closer attention to their haircare routines. These new tools minimize or eliminate heat-damage, to allow hair to maintain its moisture and overall health.

Insight - Many consumers have turned to self-care, skincare, and other wellness routines as a form of therapy in recent years. With this movement comes an increased interest and deepened knowledge of the ingredients and consequences some haircare treatments can have. Brands that cater to customers' overall wellbeing while still prioritizing function and impact will attract the wellness-minded consumer.
Workshop Question - How can your brand play a part in consumers' wellness routines?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cannabinoid Beauty
Alternative cannabinoids are entering the beauty and haircare industry
Trend - After the immense success of CBD in the beauty industry, brands are looking to other, lesser-known cannabinoids. As new additions to the formula, these ingredients carry a multitude of benefits—CBG, for example, boasts antioxidant properties and encourages hair health, while CBC is believed to fight acne.

Insight - Encouraged by the robustness of beauty products in the market, contemporary consumers are consistently looking for new experiences that can improve their daily routines or satisfy their curiosity. In opting in for new ingredients and innovations, individuals do not only become excited by indulging in novelty but also gain satisfaction from exploring the different available options and reassuring themselves that they have the most beneficial and appropriate routine that fits their needs.
Workshop Question - How can your brand use alternative cannabinoids?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Vitamin Hair
Hair and scalp-care products are infused with vitamin C
Trend - Hair care brands are increasingly imitating the formulations and ingredients that have become so popular in the skincare space, and vitamin C is one that's increasingly popping up. Everything from treatments to dry shampoo products are being infused with the antioxidant to benefit the hair and scalp.

Insight - The prioritization of "self-care" in the form of taking care of one's skin is on the rise among consumers, and people are much more knowledgable now about the various ingredients that go into the products they use. This increased trust of certain ingredients has led to consumers wanting to incorporate them in other aspects of their wellness regimes.
Workshop Question - How could your brand take inspiration from similar industries?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Overnight Hair
Overnight hair treatments help repair or refresh the hair as users sleep
Trend - Overnight hair treatments are being offered in a variety of formulations for varying purposes. Some come in the form of dry shampoos that help absorb oils overnight and keep hair fresh for longer. Others are serums that hydrate and treat the scalp to improve its health and the appearance of hair.

Insight - Self-care is an important part of many North American consumers' routines--and it encompasses many things. Skin and hair care are now considered things that contribute to people's overall mental and physical wellbeing, and are treated as long-term investments that require consistency and quality products to maintain. Brands that seamlessly integrate themselves into consumers' existing routines are able to cut down the amount of time consumers spend on self-care, without compromising results.
Workshop Question - How is your brand integrating itself into customers' existing routines?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Inspired Oil
Brands are offering contemporary hair oils inspired by historic rituals
Trend - The act of massaging oil into hair to improve its appearance and health has been a long-practiced ritual in South Asian and African countries. New hair oil products are directly inspired by these rituals and are packaged as extensions of this long-established practice.

Insight - Natural health and self-care rituals are increasingly preferred by consumers, particularly for those who come from backgrounds where these rituals hold cultural meaning. These consumers look to practice these rituals in a way that suits their contemporary self-care needs and preferences, and are drawn to brands that take their personal history into account.
Workshop Question - How does your brand prioritize the cultural rituals of its target demographic?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Dye
Men's hair-coloring products and kits are now more advanced and customized
Trend - Men's hair-coloring kits are becoming more modernized and prioritizing innovative functions, with everything from customized hair dye kits to hair dye applications that only take ten minutes to work.

Insight - For time or money-strapped consumers, personal care can't always involve luxurious in-store pampering experiences. However, it's still important to most consumers that their personal upkeep, whether that's in beauty, skin and hair care, or health, is prioritized by brands. Thus, consumers seek out accessible but innovative formulas, products and services that help them achieve their goals when it comes to personal maintenance.
Workshop Question - How is your brand prioritizing accessibility for its customers?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bar Shampoo
Shampoo bars allow for easy and waste-free cleansing
Trend - Brands are increasingly offering shampoos in solid form, much like soap bars, so they can reduce the amount of packaging and waste they create in the production process. Innovations in this space has resulted in these products having high-quality ingredients that rival their liquid shampoo counterparts in efficacy.

Insight - When it comes to self-care, enironmentally conscious purchase decisions are on the rise as consumers reexamine all the aspects of their lives in which they tend to be wasteful. These individuals are drawn to "natural" brands that do as little harm to the environment as possible, whether that's in waste-reduction or reducing carbon emissions.
Workshop Question - How is your brand prioritizing waste reduction?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends