Probiotic
Scalp

Probiotic Scalp: With their popularity in food and skincare products, probiotics are now being incorporated into topical hair and scalp treatments. Purported to enhance the appearance and strength of hair, the use of probiotics in this capacity allows for hair care brands to take advantage of consumers' familiarity with live cultures, in a way that's still distinct.

If consumers are already familiar with an item in one industry, seeing it adapted in a seemingly unrelated industry is able to capture attention, without being scared away if the item is more of a novelty purchase. When consumers have a base understanding of the functions and benefits of a product or ingredient in one space, the already-established comfort makes it so that they're more likely to experiment with it in other formats.