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Hair Consumer Insights

Hair Brightening
Hair-brightening products are offered in distinct formats
Trend - Though "brightening" is typically a term associated with skincare products, brands in the hair care space are replicating brightening effects in unique formulations. These products often work on all different hair types and colors, and aim to enhance overall appearance in convenient formats.

Insight - When purchasing self-care or enhancement products and services, today's consumer often prioritizes distinction in format or formulation. Many are no longer seeking only what's most familiar to them--they're also looking to experiment with new products that offer them unheard of benefits. Brands that prioritize experimentation are able to pique the curiosity of both new and loyal customers.
Workshop Question - How is your brand incorporating experimentation in its product/service?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Invisible Care
“Invisible” skin and hair products offer seamless care
Trend - Brands in cosmetic and hair care industries are prioritizing “invisible” products that go on clear, ensuring that consumers can use the products with discretion. Everything from skin-enhancing masks to dry shampoos are prioritizing “clear” applications.

Insight - With North American consumers now being passionate about self-care and everything that falls under that umbrella—including skin and hair care, fitness, and mental wellbeing—these individuals are now prioritizing products that can be seamlessly integrated into their routines without effort. Balancing “self-care” can be time-consuming, so products that are able to offer efficiency and discretion are appealing to consumers.
Workshop Question - How is your brand prioritizing seamless product experiences?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Post-Workout Care
Post-exercise hair care products appeal for their ease and portability
Trend - Brands in the hair care industry are increasingly focused on niche benefits or targeting, and are now offering post-workout hair care products. Whether to give the appearance of clean hair or to moisturize and protect it, these products are marketed specifically for those who live active lifestyles.

Insight - Today's consumers are increasingly prioritizing their physical fitness due to their increased awareness on the subject, and they're having to balance this priority with their professional and personal responsibilities. Products and services that are able to make fitness more convenient–for example, by easing the transition from exercising to the next step in customers' routines–are alluring to consumers because they acknowledge and provide solutions for their busy schedules.
Workshop Question - How could your brand prioritize convenience for its customers?
7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Neutral Hair Care
Brands in the hair care space adopt gender-neutral branding
Trend - Taking note of the popularity of gender-neutral branding in cosmetic and skincare industries, brands in the hair care space are adopting their own versions of gender-neutrality into their products. Both in research and in branding, these items are able to appeal to a broader range of demographics.

Insight - Young consumers today are increasingly pointing out the frivolity of gendered marketing, and are less inclined to purchase items just because they're targeted to the gender they identify as. This comes as their understanding of gender issues and politics is more readily informed by their peers and easy access to information online. As a result, trends in everything from pop-culture to fashion are blending aesthetics and forgoing traditional gender norms.
Workshop Question - How is your brand catering to the values and priorities of its Gen Z customer?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dry Conditioning
Mist-on conditioning sprays clean and revive hair
Trend - Taking note of the popularity of dry shampoos, brands in the hair care space are creating "dry conditioners" with similar functions, but ones that focus on both refreshing hair and adding moisture. These on-the-go products are ideal for individuals with dry hair that still requires cleansing.

Insight - In North America, consumers are concerned with personal maintenance, but often don't have the time for thorough upkeep between work, responsibilities and social activities. Quick solutions are becoming increasingly popular because of this–offering consumers an effective compromise that enables them to effectively move through their routines instead of adding to them.
Workshop Question - How could your brand better balance convenience with function?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Collagen Haircare
Brands infuse collagen into topical hair care products
Trend - Collagen is an increasingly popular ingredient in the hair and skincare industries, with brands often creating topical or ingestible products that contain it. Where once collagen that improved hair was largely from edible items, brands in this industry are increasingly incorporating the ingredient into topical haircare products.

Insight - Consumers are increasingly seeking out natural and effective forms of self-care as they turn to their wellness routines as a form of escapism. The appeal of "natural" ingredients comes from the consumer desire to approach their well-being in an all-encompassing way. The growth in knowledge that comes with the digital age has brought on a push for natural products or ingredients that work in conjunction with medically backed forms of self-care.
Workshop Question - How could your brand offer more natural solutions for its customers?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Gel Conditioning
New formulas of hair-conditioning products come in gel form
Trend - Brands in the hair care space are re-formulating traditional formulas that historically haven't changed much–with gel conditioners being one of those emerging formulas. These new conditioning formats work for hair types that don't require excessive hydration.

Insight - With the rapid growth of the skincare industry in recent years, consumers are expecting the same level of customization in other industries related to self-care. The overwhelming choices that consumers now face when it comes to taking care of themselves come with their ability to form highly specific routines that work best for them–and their expectations for this benefit are now crossing over into other businesses and products.
Workshop Question - How could your brand imitate the success of the diversity of choice in the skincare industry?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Treated Scalp
Targeted scalp-specific serums are increasingly popular
Trend - In another effort in the hair care industry to mimic the popularity of various skincare products, scalp-specific serums are now being offered to consumers. These products aim to target common scalp issues like hair-thinning, graying hair, or dryness.

Insight - The self-care industry has grown exponentially in recent years as consumers seek out comforting daily routines that they have full control over, in an age where consumer uncertainty is rampant. The skincare industry is particularly prominent in this space, and brands are aiming to mimic that success by focusing on the areas in which skincare most helps consumers. Targeted care is particularly popular among consumers, as it allows them full control--and therefore, peace of mind--over the daily routines they take part in.
Workshop Question - How could your brand take inspiration from popular trends in adjacent industries?
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Salicylic Care
Hair products incorporate salicylic acid for its exfoliating properties
Trend - With many people now turning to scalp-exfoliation products, these items are typically offered in abrasive scrub forms. Now, brands are instead incorporating salicylic acid into hair care products in order to achieve the same benefits, without the harshness associated with scrubs.

Insight - Now that the self-care movement has turned into an entire industry in itself, brands that fall under this industry are having to reach consumers with increasingly innovative promises, formulations, or services. With the overwhelming choice they now face in this space, consumers are always seeking products that go farther in meeting their needs and expectations, and they're now frequently equipped with their own research when making these purchase decisions.
Workshop Question - How could your brand change its tactics in light of consumers' doing more research into the benefits and effects of most products/services on the market?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Custom Hair
Customized hair care products allow for more targeted care
Trend - Brands in the hair care industry are increasingly offering personalized options, whether those are for topical hair-enhancing products or ingestible ones. These custom products offer the perception of luxury and premium-quality.

Insight - As consumers become accustomed to market oversaturation in the self-care space, brands are increasingly turning to personalization to set themselves apart. The preference for personalization comes with consumers' desire for purchasing items based on how exclusive they are, even in cases where they're affordable. Having products that are customized for the individual enhances their perceived luxury in the eyes of the consumer.
Workshop Question - How could your brand adopt personalization into its product/service?
6.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends