Living Proof's PhD Advanced Clean Dry Shampoo is launching this summer and it will be joining the brand's best-selling prestige dry shampoo. Based on a study that says 91% of consumers don't use dry shampoo because they don't believe it will actually clean their hair, the brand created a new formula. As Maria Mahoney, manager of product insights and testing at Living Proof, told NewBeauty, "we wanted to tackle that barrier and break it down, striving to reinvent the dry shampoo category with this launch."
The product was created to offer the benefits of a rinse-out shampoo by providing a soft and silky feel without water and without residue. Thanks to a cleverly designed nozzle, the product allows for plenty of control for how much is sprayed.
What's Driving This Trend
- Advanced Dry Shampoos
- Opportunity to create dry shampoos with formulations, scents, and packaging design that cater to specific consumer needs and preferences.
- No-residue Haircare Products
- Opportunity to develop haircare products that provide cleansing benefits without leaving residue, such as no-residue conditioner or no-residue hair sprays.
- Haircare Marketing Tactics
- Opportunity to educate consumers about the benefits and applications of dry shampoos and other haircare products through informative and engaging content, such as tutorials, blog posts, and social media campaigns.
Who This Affects Most
- Haircare Products
- Opportunity for haircare brands to create and market innovative dry shampoo formulations, packaging designs, and application methods that address consumer concerns and preferences.
- Beauty Retail
- Opportunity for beauty stores to feature and promote brands that offer advanced dry shampoos and other haircare products with unique and effective features and benefits.
- Consumer Research
- Opportunity for market research firms to conduct studies and surveys to gain deeper insights into consumer attitudes, perceptions, and behaviors towards haircare products, particularly dry shampoos.
