# On-the-Go Care Brands conceptualize haircare products specifically for on-the-go care. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 10, 2018 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/onthego-care ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: May 9 to Nov 8, 2018 - Published: Nov 10, 2018 - Patterns: [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the On-the-Go Care trend ### On-the-Go Haircare Haircare brands are offering on-the-go hair styling products that prioritize convenience for time-strapped urban consumers. ### Biodegradable Sun Protection Cosmetic manufacturers can now reduce the percentage of UV filters used in sunscreen with Bio-on's biodegradable SPF boosters. ### Fiber-Building Hair Products Toppik & Viviscal's haircare range promotes a thicker-looking head of hair through an innovative formula. ### 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. ## What the On-the-Go Care trend means for industry ### For 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 for On-the-Go Care Trend score 4.0 out of 10, from popularity 67%, activity 45%, freshness 8%. - Popularity: 67% - Activity: 45% - Freshness: 8% ## Examples of the On-the-Go Care trend 4 featured examples from May 9 to Nov 8, 2018. - [Brush-On Hair Colors](https://www.trendhunter.com/trends/truhair): TRUHAIR's Color & Lift Root Cover Evenly Distributes Color & Boosts Fullness (Category: Fashion) Implication: 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. - [Root Touchup Pens](https://www.trendhunter.com/trends/magic-root-precision-pen): The L'Oréal Paris Magic Root Precision Pen Temporarily Conceals Gray Hair (Category: Fashion) Implication: Opportunities for the beauty industry to explore pen-style formats and create solutions for precise application and touch-ups. - [Spray SPF Boosters](https://www.trendhunter.com/trends/bioons-minerv-bio): Bio-on's 'minerv bio' Range Features Two New Biodegradable Ingredients (Category: Eco) Implication: The personal care industry can explore the use of biodegradable SPF boosters and renewable plant-sourced ingredients to enhance sunscreen products. - [Fiber-Building Hair Products](https://www.trendhunter.com/trends/products-for-healthier-hair): Toppik & Viviscal Releases a Range of Products for Healthier Hair (Category: Fashion) Implication: The haircare industry can tap into the opportunity of developing effective products for healthier hair and addressing hair loss concerns. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)