Hair care brands tout the "bond-building" benefits of their formulations
Trend - In order to combat lack of volume or thinning hair from aging or dyes, hair care brands are increasingly touting the "bond-building" complexes in their shampoo and conditioning products. These bond-building ingredients aim to strengthen the hair and therefore improve its volume.
Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.
Insight - Consumers increasingly research products before they buy them, particularly in the cosmetics and hair care space. Now that ingredient and general product knowledge is so common, brands are having to rely less on marketing and claims, and more on featuring ingredients that they know consumers will be looking for.
Workshop Question - How could your brand use consumers' advancing product knowledge to its benefit?
