Category
Fashion
Scaled Restraint
Trend cluster
Category
Treated
Scalp
Targeted scalp-specific serums are increasingly popular.
2.3
Trend score
Trend
What is the Treated Scalp trend?
Treated Scalp: In another effort in the hair care industry to mimic the popularity of various skincare products, scalp-specific serums are now being offered to consumers. These products aim to target common scalp issues like hair-thinning, graying hair, or dryness.
Insight
The consumer insight behind the Treated Scalp trend
The self-care industry has grown exponentially in recent years as consumers seek out comforting daily routines that they have full control over, in an age where consumer uncertainty is rampant. The skincare industry is particularly prominent in this space, and brands are aiming to mimic that success by focusing on the areas in which skincare most helps consumers. Targeted care is particularly popular among consumers, as it allows them full control--and therefore, peace of mind--over the daily routines they take part in.
Trend themes
Themes within the Treated Scalp trend
Three behaviours holding the trend together01
Scalp-Specific Serums
Targeted scalp-specific serums are increasingly popular in the hair care industry, as consumers seek out comforting daily routines that they have full control over, and brands are aiming to mimic the success of skincare.
02
Plant-Based Hair Treatments
Brands like Sisley are capitalizing on their expertise in plant-based skincare to develop nourishing hair treatments that use natural ingredients to strengthen hair and promote a healthy scalp.
03
Soothing Scalp Serums
Brands like Love Beauty & Planet are using naturally sourced ingredients like hemp seed oil and nana leaf to develop hair products that soothe the scalp and promote overall hair health.
Industry implications
What the Treated Scalp trend means for industry
Where the trend changes the playbookFor
Haircare
Innovations in scalp-specific serums, plant-based hair treatments and soothing scalp serums are driving new product development in the haircare industry.
For
Skincare
Brands are mimicking the success of skincare by focusing on targeted care and developing products that offer consumers full control over their daily routines.
For
Self-Care
Consumers are seeking out comforting daily routines that they have full control over in an age where consumer uncertainty is rampant, driving growth in the self-care industry.
Workshop question
How could your brand take inspiration from popular trends in adjacent industries?
Trend signals
Trend signals for Treated Scalp
Trend score 2.3 out of 10, from popularity 39%, activity 22%, freshness 9%.
Popularity39%
Activity22%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Evidence
Examples of the Treated Scalp trend
5 featured examples from Feb 12, 2018 to Dec 2, 2019CategoryFashion
Anti-Aging Hair Systems
SeroVital Hair Regeneres Delivers Melanin to the Roots & Reduces Graying
Hair care industry can explore natural ingredients and innovative delivery mechanisms for hair therapy products.
CategoryFashion
Soothing Scalp Serums
Love Beauty & Planet's Scalp Care Product Features Hemp Seed Oil & Nana Leaf
The scalp serum by Love Beauty & Planet reflects advancements in the haircare industry, emphasizing the potential for disruptive innovation in the formulation and ingredients of h…
CategoryFashion
Plant-Powered Hair Treatments
Sisley Released Its First-Ever Nourishing Hair Treatment Sets
Disruptive innovation opportunity: Expanding into the hair care market by leveraging expertise in plant-based skincare to create nourishing hair treatments.
CategoryFashion
Hairline Repair Serums
Biotopic Naturally Enables Stronger Full Bodied Hair Growth
Disruptive innovation opportunity: Introduce new haircare products focused on addressing specific hair loss issues and promoting natural hair growth.
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…
