Category
Fashion
Scaled Restraint
Trend cluster
Category
On-the-Go
Care
Brands conceptualize haircare products specifically for on-the-go care.
4.0
Trend score
Trend
What is the On-the-Go Care trend?
On-the-Go Care: Haircare brands are offering an increasingly diverse range of on-the-go hair styling products, outside of the booming demand for dry shampoo. Such innovations include products that support functions like on-the-go color touchups and hair-building.
Insight
The consumer insight behind the On-the-Go Care trend
Today's urban consumer is living in a fast-paced environment that has ever-increasing demands in terms of professional performance. As many try to juggle their career with other responsibilities such as home upkeep, family, friends, and so on, individuals in this position prioritize convenience in the products that they purchase. As a result, consumers are able to save time in the day that they can use to relax or repurpose it for other immediate tasks.
Trend themes
Themes within the On-the-Go Care trend
4 behaviours holding the trend together01
On-the-Go Haircare
Haircare brands are offering on-the-go hair styling products that prioritize convenience for time-strapped urban consumers.
02
Biodegradable Sun Protection
Cosmetic manufacturers can now reduce the percentage of UV filters used in sunscreen with Bio-on's biodegradable SPF boosters.
03
Fiber-Building Hair Products
Toppik & Viviscal's haircare range promotes a thicker-looking head of hair through an innovative formula.
04
Root Touchup Solutions
Pen-style products, like the L'Oréal Paris Magic Root Precision Pen, are becoming popular for touch-ups due to high portability and convenience.
Industry implications
What the On-the-Go Care trend means for industry
Where the trend changes the playbookFor
Cosmetics and Personal Care
Consumers' demand for convenience is driving cosmetic brands to create more portable products, using innovative formulas and biodegradable ingredients.
For
Haircare
Hair care brands are expanding their range with products like fiber-building, on-the-go, and root touch-up solutions to appeal to urban consumers' busy lifestyle.
For
Sustainability
Bio-on's use of biodegradable ingredients in cosmetics and personal care products reflects the growing importance of sustainability in the industry.
Workshop question
Conceptualize a product/service within your brand's area of expertise that prioritizes on-the-go consumers, or those who value convenience.
Trend signals
Trend signals for On-the-Go Care
Trend score 4.0 out of 10, from popularity 67%, activity 45%, freshness 8%.
Popularity67%
Activity45%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the On-the-Go Care trend
4 featured examples from May 9 to Nov 8, 2018CategoryFashion
Brush-On Hair Colors
TRUHAIR's Color & Lift Root Cover Evenly Distributes Color & Boosts Fullness
The beauty industry has the opportunity to disrupt the traditional hair dye market with brush-on hair color products, giving consumers more precise and natural-looking results.
CategoryFashion
Root Touchup Pens
The L'Oréal Paris Magic Root Precision Pen Temporarily Conceals Gray Hair
Opportunities for the beauty industry to explore pen-style formats and create solutions for precise application and touch-ups.
CategoryEco
Spray SPF Boosters
Bio-on's 'minerv bio' Range Features Two New Biodegradable Ingredients
The personal care industry can explore the use of biodegradable SPF boosters and renewable plant-sourced ingredients to enhance sunscreen products.
CategoryFashion
Fiber-Building Hair Products
Toppik & Viviscal Releases a Range of Products for Healthier Hair
The haircare industry can tap into the opportunity of developing effective products for healthier hair and addressing hair loss concerns.
