Tress Treatment

Brands market "treatments" as crucial additions to hair care routines

Implications - Hair care brands are using alternate language to provide seemingly "essential" products with similar functions to traditional shampoos and conditioners, but with labels associated with "treatments" rather than cleansing. This shift in marketing allows for these brands to add more of their products to consumers' daily routines, further entrenching brand loyalty as a result.

Workshop Question - How could your brand use alternative labeling to expand its offerings?
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52,410 Total Clicks
Feb 17 - Sep 18
This Year and Mild
FashionHairCosmetics
Featured Examples
Exfoliating Scalp Treatments - Briogeo's Scalp Shampoo is Like a Scrub for One's Head
SCORE 5.3
Warm 642 Clicks Pub: May 31, 17
Exfoliating Scalp Treatments
Briogeo's Scalp Shampoo is Like a Scrub for One's Head
Just as there are a number of exfoliating scrubs for the face, Briogeo launched a unique scalp shampoo that also lightly exfoliates the scalp. The Scalp Revival treatment is made with coconut oil... [More]
Fizzing Scalp Treatments - Bumble and Bumble's Bb.Scalp Detox Removes Impurities & Product Buildup
SCORE 5.4
Warm 633 Clicks Pub: Apr 3, 18
Fizzing Scalp Treatments
Bumble and Bumble's Bb.Scalp Detox Removes Impurities & Product Buildup
Just as routine hair treatments are essential to maintaining lustrous locks, scalp treatments are just as important for restoring imbalances and revitalizing overall hair health. Bumble and Bumble... [More]
Clay Hair Masks - L'Oreal's Pre-Shampoo Mask Absorbs Excess Oil from Roots
SCORE 2.7
Mild 504 Clicks Pub: Feb 22, 17
Clay Hair Masks
L'Oreal's Pre-Shampoo Mask Absorbs Excess Oil from Roots
While clay-based face masks are common, clay hair masks are much harder to come by. L’Oreal is hoping to change this with the introduction of its Extraordinary Clay Pre-Shampoo Mask, which is... [More]
SPF Scalp Treatments - The Nioxin System Four Treatment Protects the Hair and Scalp
SCORE 3.1
Mild 320 Clicks Pub: Jul 25, 17
SPF Scalp Treatments
The Nioxin System Four Treatment Protects the Hair and Scalp
The Nioxin brand offers products aimed at thickening hair that has started to thin out, and its System 4 Scalp treatment was designed to treat and protect the hair and scalp. The product is... [More]
Pre-Shampoo Scrub Treatments - Biolage Offers a Scrub That Treats Users Hair and Scalps
SCORE 2.3
Untested 351 Clicks Pub: Jun 22, 17
Pre-Shampoo Scrub Treatments
Biolage Offers a Scrub That Treats Users Hair and Scalps
While body and facial scrubs are commonly found on the market, hair scrubs are less common – but the hair care brand Biolage is helping to change that fact. Called the Biolage Sugar Shine... [More]
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