Hair care brands adopt anti-aging messaging for tresses
Implications - Brands that specialize in the process of maintaining healthy hair are now targeting customers concerned with aging, and the various impacts that can have on their tresses. Such branding targets the same concerns that most have regarding their hair – such as dryness and hair loss – but introduces it in a new way so as to be perceived as specialized for the demographic it's targeting.
Workshop Question - How could your brand create the perception of specialization or personalization?
Trend Themes
1. Anti-aging Haircare - Brands are introducing haircare products targeting the concerns of aging by creating specialized products that treat dryness, hair loss and more with anti-aging messaging.
2. Drinkable Beauty Supplements - A growing number of consumers are turning to nutritional and dietary supplements that offer anti-aging benefits to support hair, nails and skin.
3. Haircare Systems - New two-step revitalizing haircare systems with innovative ingredients, like melanin, are proven to reduce graying, nourish and promote fuller, stronger hair.
Industry Implications
1. Cosmetics and Skincare - Cosmetic brands can introduce anti-aging haircare products under their established beauty and skincare lines to elevate and expand their brand.
2. Pharmaceuticals - Pharmaceutical companies can expand their product line to develop haircare treatment options that can be taken orally or topically to promote hair growth and reduce graying.
3. Nutraceuticals - With the growing desire for natural ingredients and supplements, the haircare industry can adopt nutraceutical ingredients like collagen for their products that provide health and beauty benefits.
