Category
Fashion
Scaled Restraint
Trend cluster
Category
Hair
Brightening
Hair-brightening products are offered in distinct formats.
4.1
Trend score
Trend
What is the Hair Brightening trend?
Hair Brightening: 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
The consumer insight behind the Hair Brightening trend
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.
Trend themes
Themes within the Hair Brightening trend
Three behaviours holding the trend together01
Hair Brightening
Hair care brands are replicating brightening effects in unique formulations.
02
Distinctive Formulations
Consumers prioritize distinction in format or formulation when purchasing self-care or enhancement products.
03
Solid Hair Care Products
Solid hair care products are becoming more popular as a way to reduce waste and retain natural hair oils.
Industry implications
What the Hair Brightening trend means for industry
Where the trend changes the playbookFor
Beauty Industry
Companies in the beauty industry can focus on developing unique formulations to offer unheard of benefits to adventurous customers.
For
Sustainability Industry
Companies in the sustainability industry can benefit from creating solid hair care products that offer the same benefits as liquid products while minimizing waste.
For
Hair Care Industry
Hair care brands can leverage the trend towards distinctive formulations to offer products that appeal to a wider range of consumers beyond their conventional customer base.
Workshop question
How is your brand incorporating experimentation in its product/service?
Trend signals
Trend signals for Hair Brightening
Trend score 4.1 out of 10, from popularity 58%, activity 57%, freshness 9%.
Popularity58%
Activity57%
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 Hair Brightening trend
4 featured examples from Aug 2, 2019 to Apr 1, 2020CategoryFashion
Hair-Brightening Powders
The Blonde Ale Vibrance-Boosting Brightening Powder Enhances Hair at Home
The beauty industry can explore the development of more DIY hair treatment products to cater to consumers' demands for at-home solutions during salon closures.
CategoryEco
Solid Purple Shampoos
Ethique's Toning Purple Shampoo Helps to Brighten Blonde Hair & Reduce Waste
Beauty brands can expand their offerings by creating solid versions of their haircare products and color-specific hair products.
CategoryFashion
Hair-Conditioning Mists
Philip B's Weightless Conditioning Water Restores Shine & Moisture
The haircare industry can innovate by introducing more water-based and sprayable products that are formulated with organic plant-based ingredients to meet the needs of the environ…
CategoryFashion
Comfortable Brightening Hairsprays
The 1800-Hold-Me No-Crunch Flexible Hold Spray Adds Shine
Opportunity for beauty companies to create new hair products or add to their existing line with brightening, multipurpose or clean beauty features.
