Hair thinning is de-stigmatized for the female consumer
Implications - Already a touchy topic among male consumers, hair loss is a common issue for both genders,with brands often avoiding the topic altogether for female consumers. A recent shift can be observed however, with brands using careful language and marketing to create that safe space for consumers of all genders to seek the help they need. This signifies a greater transition in terms of consumers' openness and the backlash of the "aspirational lifestyle" as pushed by social media.
Workshop Question - How are you supporting your consumers on their journey towards self-improvement?
Trend Themes
1. Gender-neutral Hair Loss Treatments - Brands are using careful language and marketing to create a safe space for consumers of all genders to seek help for hair loss, disrupting the typical gender segmentation of beauty products.
2. Scientific Hair Restoration - New hair restoration treatments such as the L'Oreal Professionnel System and the Aptyl 100 molecule provide high-level repairs for hair damage, with the added advantage of providing at-home maintenance.
3. Bacteria-resistant Haircare Products - Hair and skincare products such as 'Sleep Away' travel pillow case and PrettyPills use unique materials like bamboo to prevent bacteria growth on hair and skin, disrupting the typical ingredients used in haircare.
Industry Implications
1. Beauty & Personal Care Industry - New scientific discoveries and bacteria-resistant product development in hair care and skincare can disrupt the traditional beauty and personal care industries as consumers demand safer and more effective products.
2. Health & Wellness Industry - As consumers become more health conscious, the trend for food and beverage-inspired beauty products such as kale-infused hair tonics has the potential to disrupt the health and wellness industry.
3. Medical Industry - Innovations like the 'DigniCap' demonstrate how healthcare technology can be applied to cosmetic concerns, creating new opportunities for medical professionals to offer hair loss prevention and other services for patients.
