Whether searching for solutions in onthe-go or long-hair care, or to the challenges posed by today’s limited access to salons driven by the coronavirus pandemic lock-down, consumers want answers to their long-term health and beauty needs.
Products that simply wash or condition are no longer enough for consumers, demonstrating a need for upgraded care and personalised hair care routines similar to custom skin care regimens. In response to this growing demand, formulators now make legitimate claims around nourishment, moisturisation or anti-pollution, just like those found in products on the skin care market. Consumers have become aware they can find a personalised routine for achieving wellgroomed, shiny hair and, ultimately, more perfect hair days. This trend is giving rise to a multitude of new products, routines and usage occasions that correlate to their specific hair care needs.
Beyond this push toward more personalised beauty routines, other trends in