Category
Fashion
Scaled Restraint
2.5
Trend score
Trend
What is the Dry Conditioning trend?
Dry Conditioning: 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
The consumer insight behind the Dry Conditioning trend
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.
Trend themes
Themes within the Dry Conditioning trend
Three behaviours holding the trend together01
Dry Conditioning
Dry conditioning sprays are becoming increasingly popular as a way to refresh, moisturize and style unwashed hair.
02
On-the-Go Solutions
Consumers are seeking quick and effective solutions that fit into their busy lifestyles, creating opportunities for brands to develop innovative, portable products.
03
Oil-Infused Products
The inclusion of natural oils, such as marula and macadamia, in hair care products is a growing trend, providing consumers with nourishing and protective benefits.
Industry implications
What the Dry Conditioning trend means for industry
Where the trend changes the playbookFor
Beauty and Personal Care
Brands within the beauty and personal care industry can explore the potential of dry conditioning sprays, oil-infused products and on-the-go solutions to meet the evolving needs of consumers.
For
Consumer Goods
The inclusion of dry conditioning sprays and on-the-go solutions in the consumer goods industry can offer convenience to consumers while reducing the need for frequent washing and water usage.
For
Natural Products
The trend of using natural oils in hair care products presents an opportunity for the natural products industry to create more innovative and sustainable products.
Workshop question
How could your brand better balance convenience with function?
Trend signals
Trend signals for Dry Conditioning
Trend score 2.5 out of 10, from popularity 36%, activity 29%, freshness 9%.
Popularity36%
Activity29%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Dry Conditioning trend
4 featured examples from Jun 2, 2019 to Jan 14, 2020CategoryFashion
Hydrating Dry Conditioners
Kevin.Murphy's Young.Again Dry Conditioner Helps Refresh Limp Strands
The haircare industry can explore new product development to tap into the increasing demand for dry conditioners that maintain hairstyles and provide hydration and moisture.
CategoryFashion
Reviving Haircare Collections
The Pantene Pro-V Waterless Collection Refreshes Unwashed Hair
Reviving haircare collections with waterless and specialized solutions for various hair types.
CategoryFashion
Oil-Infused Dry Conditioners
Aussie's Sleekend Warrior Dry Hair Conditioner Adds Bounce & Shine
Haircare industry can explore the development of oil-infused dry conditioners to meet the growing demand for convenient and effective hair conditioning solutions.
CategoryFashion
Restorative Dry Conditioners
VOLOOM's Very Airy Dry Conditioner Refreshes & Moisturizes Hair
The Hair Care industry is constantly evolving and introducing new products to treat hair with care.
