Hair care brands market skincare-like treatments for the scalp
Trend - The booming skincare industry has resulted in the hair care space imitating the popular trends and products in this space. Products that contain common ingredients seen in skincare, like chemical exfoliators and prebiotics, are being used to care for the scalp in the same way people care for their skin.
Insight - The self-care industry has evolved to something that's more than just appearance-based, but a space where Millennial and Gen Z consumers in-particular can create accessible rituals that aid them in their mental health and overall wellness goals. Skincare as "escapism" has resulted in brands in adjacent spaces taking note, and adapting to the consumer desire to create a holistic personal routine.
Insight - The self-care industry has evolved to something that's more than just appearance-based, but a space where Millennial and Gen Z consumers in-particular can create accessible rituals that aid them in their mental health and overall wellness goals. Skincare as "escapism" has resulted in brands in adjacent spaces taking note, and adapting to the consumer desire to create a holistic personal routine.
Workshop Question - How is your brand contributing to its customers "wellness" journeys or practices?
Trend Themes
1. Skincare-inspired Hair Products - Hair care products are becoming more skincare-like, incorporating ingredients such as hyaluronic acid and Vitamin C to double down on holistic personal care
2. Chemical Exfoliators or Serums for Scalp Care - Salicylic acid and AHA-infused serums and shampoos are emerging to clear the scalp of buildup, excess oil, dead skin and pollution
3. Prebiotics for Scalp Health - Scalp serums with prebiotics nourish the scalp, acknowledging it as a complex ecosystem and enabling strong hair growth
Industry Implications
1. Haircare Industry - The haircare industry can boost their sales by incorporating familiar skincare ingredients, developing more specialized scalp-care products and supplementing hair oil with Vitamin B and peptides to support hair health
2. Skincare Industry - Skincare industry can extend their market with more hair care products, developing scalp exfoliators, and prebiotic-laden formulas to nourish and protect the scalp
3. Personal Care Industry - The overlapping nature between the hair care and skincare can benefit Personal Care industry by offering more holistic and accessible personal care options that appeal to millennial and Gen Z consumers
4 Featured, 34 Examples:
46,193 Total Clicks
Date Range:
Apr 20 — Jul 20
Trending:
Warm
Consumer Insight Topics:
