By Andrew McDougall, Associate Director – Beauty & Personal Care at Mintel
Most women consider haircare as important as skincare, with the scalp seen as an extension of the face. There is an opportunity for brands to educate consumers about the importance of scalp health and direct them towards products with specific benefits.
Scalp skin is more delicate and has a higher number of sebaceous glands, sweat glands and hair follicles compared to the skin on the rest of the body. To keep a healthy scalp, it’s imperative to follow a scalpcare regime that includes good cleansing (at least thrice a week), re-balancing and moisturising. Brands can position scalpcare products in the same way as in facial skincare, and direct them towards different consumers’ needs. For instance, we are seeing scalpcare that claims to protect against external factors, such as UV rays and pollution, as well as products that address specific problems like ageing, thinning or greasy hair. There’s also an opportunity to formulate using ingredients typically found in skincare (such as niacinamide, salicylic acid, or stem cells) to address scalpcare needs.
But ensuring that the right products are being used for certain needs can be confusing, so brands must help consumers find the right products and understand their hair better. Brands like My Hair Doctor use a quiz that makes consumers describe hair and scalp type, issues and desired look, and then ‘prescribes’ a group of products for multiple needs. This can then create a ‘prescription package’ that may encourage women to buy into a full regime. Mintel research shows that less than one in five European women place priority on products that target multiple problems, highlighting that consumers are keen to take time over their hair to achieve the right results, rather than opt for a convenient ‘multi-fix’. Indeed, many are likely to question the efficacy of a product that says it can do everything.
And for those who may be concerned with the amount of time that a thorough regime would take up, the night care market presents a great solution. Mintel’s Life Hacking Trend discusses how to maximise every free minute and use solutions that help increase productivity. When the body is at rest, cell regeneration is at its peak, so scalp specific treatments and serums can get their best results. This Works Modern Natural Beauty Sleep Plus+ Hair Elixir (UK) is described as a 2-in-1 night treatment designed to promote better sleep and boost hair vitality thanks to its essential oil-rich formula. While Jean Louis David Recharge Me! 5 In 1 Night Serum (France) claims not to leave a greasy residue on the pillow and emphasises its benefits while the user sleeps.
Andrew McDougall will host the presentation ‘What’s next in haircare: emerging trends’ on 3rd April 2019, 14:00 – 14:45 at the Marketing Trends Theatre, during in-cosmetics Global in Paris.