Category
Fashion
Scaled Restraint
Trend cluster
Category
Scalp
Relief
Products that specifically target scalp irritation are on the rise.
2.2
Trend score
Trend
What is the Scalp Relief trend?
Scalp Relief: Scalp irritation that typically results in itching is now being targeted, not specifically for the reduction of the issue that's causing the irritation, but for general relief. With scalp "itchiness" not typically being a specific target in haircare.
Insight
The consumer insight behind the Scalp Relief trend
As consumers have become better educated about products available on the market and their personal care needs more broadly, there's been an accompanying hunger for highly targeted products that help consumers feel as though they've optimized nearly every part of their bodies. This is motivated not only in an inherent interest in new products, but also a desire to control and improve one's body as much as possible.
Trend themes
Themes within the Scalp Relief trend
Three behaviours holding the trend together01
Targeted Scalp Relief Products
Haircare brands are creating products to relieve scalp irritation, not for treating the root cause but just to alleviate the symptons, responding to consumers' demand for highly targeted and optimized personal care.
02
Specialized Scalp Treatments
Companies are launching specialized treatments that focus on scalp health and include microbiome-balancing, time-release hydration, and low-lather cleansing formulas, as scalp care becomes perceived as essential weekly routines.
03
Itch-Relieving Hair Milk Oils
Brands are formulating hair milk oils with natural ingredients that promote hair growth and hydration while providing relief from scalp itchiness and damage, such as avocado, jojoba, castor, and olive oils, responding to consumers' demand for effective and non-greasy hair products.
Industry implications
What the Scalp Relief trend means for industry
Where the trend changes the playbookFor
Haircare
Haircare brands are catering to consumer's needs by offering specialized scalp treatments and relief products that are suitable for various types of hair.
For
Beauty
Consumers are placing a higher value on personalized beauty products to achieve a feeling of optimization and self-improvement for their bodies.
For
Natural Ingredients
There is a growing trend for using natural ingredients in personal care products, such as coconut oil, hyaluronic acid, and peony extract, as consumers become more educated about the potential benefits and safety of natural ingredients.
Workshop question
How could your brand cater to niche consumer needs and preferences?
Trend signals
Trend signals for Scalp Relief
Trend score 2.2 out of 10, from popularity 34%, activity 25%, freshness 8%.
Popularity34%
Activity25%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Scalp Relief trend
4 featured examples from May 12, 2018 to Jan 21, 2019CategoryFashion
Microbiome-Balancing Scalp Treatments
The Restore Dry Scalp Treatment Features Time-Release Tech
Opportunity for beauty and personal care companies to develop microbiome-balancing scalp treatments and time-release hair care products.
CategoryFashion
Itch-Relieving Hair Milk Oils
Kristin Ess' New Hair Milk Oil Deeply Hydrates the Scalp and Hair
Disruptive innovation opportunity: Explore new formulations and technologies to create innovative beauty and personal care products that enhance hair health and address common con…
CategoryFashion
Low-Lather Conditioners
Head & Shoulders' Royal Oils Moisturizing Co-Wash Relieves Itchy Scalps
The hair care industry can capitalize on the trend towards gentle, non-stripping formulas by developing new products that offer innovative cleansing and conditioning benefits.
CategoryFashion
Irritation-Relieving Hair Serums
Klorane's 'SOS Serum with Peony' Provides Relief for Dry Scalps
Companies and innovators in the beauty and personal care industry can explore more plant-based formulations and multi-use packaging to make their products more effective and effic…
