Dry shampoo formulas are made with hair and scalp-benefitting ingredients
Trend - While standard dry shampoos are made only to absorb oils and improve the appearance of hair, some brands are breaking away from that sole purpose by including nourishing, scalp and hair-benefitting ingredients that actually improve the quality of hair over time.
Insight - As consumers face unprecedented choice in the self-care space, whether that's in skin, hair, or beauty industries, they seek out products that offer the most benefits. These products stand out in oversaturated markets for offering even more than what consumers are looking for, and help them make easy decisions on what to purchase.
Insight - As consumers face unprecedented choice in the self-care space, whether that's in skin, hair, or beauty industries, they seek out products that offer the most benefits. These products stand out in oversaturated markets for offering even more than what consumers are looking for, and help them make easy decisions on what to purchase.
Workshop Question - How is your brand enhancing its product with additional benefits?
Trend Themes
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Nourishing Dry Shampoos — Dry shampoos that include nourishing, scalp and hair-benefitting ingredients are becoming popular as consumers seek out products that offer the most benefits beyond just oil absorption.
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Customized Dry Shampoos — Brands like Prose are creating customizable dry shampoo formulas specifically tailored to individual hair needs and goals using a survey-based approach.
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Scalp-caring Dry Shampoos — Dry shampoos such as Living Proof's PhD Advanced Clean Dry Shampoo that prioritize scalp care and cleansing without leaving residue are on the rise to address the concerns of consumers who don't believe dry shampoo actually cleans hair.
Industry Implications
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Haircare Industry — Innovation opportunities for the haircare industry include creating dry shampoo products that focus on scalp health, customizable formulas, and offer nourishing benefits to the hair and scalp.
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Beauty Products Industry — The beauty products industry can take advantage of the trend towards multi-functional products that offer consumers the most benefits by creating dry shampoo formulas that do more than just absorb oils, such as including nourishing, skin-benefitting ingredients.
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Survey-based Consumer Products Industry — Brands that offer survey-based approaches to create customized dry shampoo formulas like Prose could also expand into other consumer product categories such as skincare and personal care, offering tailored solutions to individual needs and goals.
