# In-Shower Hair-Lightening Treatments John Frieda's Treatment Lightens Brunette Hair During a Wash By Laura McQuarrie | Published 2018-04-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hairlightening-treatment References: [newbeauty](https://www.newbeauty.com/slideshow/2855-awards-hair-heroes/7/) & [johnfrieda](https://www.johnfrieda.com/en-UK/products/brilliant-brunette/visibly-brighter-lightening-treatment/) Those who are looking for a low-maintenance hair-lightening treatment will be pleased to discover the John Frieda Brilliant Brunette Visibly Brighter In-Shower Lightening Treatment. The product is touted as a "five-minute [in-shower hair lightening treatment](https://www.trendhunter.com/trends/color-pro)" that may be used to lighten [dark roots](https://www.trendhunter.com/trends/instant-root-touchup) and brighten the overall color of one's hair. The product's formula is designed to remove melanin for a naturally highlighted look that will not leave one's hair looking brassy or orange. The in-shower hair-lightening treatment has the potential to be used by a wide range of consumers, including those with natural brown hair, as well as highlighted and color-treated styles. For best results, the brand recommends completing the treatment with the John Frieda [Visibly Brighter Shampoo and Conditioner](https://www.trendhunter.com/trends/shampoo-for-brilliant-color). The affordable John Frieda Brilliant Brunette Visibly Brighter In-Shower Lightening Treatment, which retails for $10, was recently named a NewBeauty Award Winner. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 31% | Activity: 37% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **In-shower Hair-lightening Treatments:** Disruptive innovation opportunity: Develop new, more effective and efficient in-shower hair-lightening treatments that offer long-term, natural-looking results. - **Low-maintenance Hair-lightening:** Disruptive innovation opportunity: Create innovative, low-maintenance hair-lightening solutions that save time and reduce salon visits. - **Affordable Hair-lightening Products:** Disruptive innovation opportunity: Introduce affordable hair-lightening products that cater to a wider range of consumers. ### Where This Applies - **Beauty and Personal Care:** Disruptive innovation opportunity: Implement advanced technologies and ingredients in the beauty and personal care industry to develop unique hair-lightening products. - **Salon and Hair Care:** Disruptive innovation opportunity: Explore new techniques and products for hair-lightening treatments to revolutionize the salon and hair care industry. - **Retail and Consumer Goods:** Disruptive innovation opportunity: Explore new distribution channels and retail strategies to make hair-lightening products more accessible and affordable for consumers. ## Related on Trend Hunter - [In-Shower Hair Glosses](https://www.trendhunter.com/trends/hair-gloss.md) - [Rapid Shiny Hair Treatments](https://www.trendhunter.com/trends/mirror-rinse-glass-hair-treatment.md) - [Coffee Color Hair Creams](https://www.trendhunter.com/trends/hair-color-cream-1.md) - [Nostalgic Hair Lighteners](https://www.trendhunter.com/trends/hair-lightener.md) - [Nourishing Hair-Lightening Powders](https://www.trendhunter.com/trends/lightening-powder-zero.md) - [Tone-Correcting Hair Oils](https://www.trendhunter.com/trends/moroccanoil-treatment-purple.md) - [Hair-Repairing Leave-In Treatments](https://www.trendhunter.com/trends/leavein-treatments.md) - [20-in-1 Hair Treatment Sprays](https://www.trendhunter.com/trends/incredilox.md) - [Multi-Dimensional Hair Dyes](https://www.trendhunter.com/trends/dphues-color-dream.md)