HAIR CARE: SHAMPOOS AND CONDITIONERS
Romanowski noted that men look for gender specific products, too.
“However, men also want an easy shopping experience so brands
need to clearly communicate benefits that are relevant to men so
products don’t get overlooked,”she added.
In the Aisles
Today, consumers are“confused and frustrated” shopping the shampoo and conditioner aisles at mass retailers, agreed Fadi Mourad, chief
innovation officer of hair care brand Dollar Shave Club, Marina del
Rey, CA, which is launching a new product this season.
“Some consumers opt to purchase their products through their
hairdresser at the salon for the quality. With our Wanderer line, Dollar
Shave Club’s mission is to provide the consumer with the high qual-
ity shampoo and conditioner expected from a professional hair care-
brand with the convenience of delivering to your door, but at a much
Besides convenience and cost savings, clients want scalp nourish-
ment and care within their shampoo and conditioners, said Deborah
Gavin, international artistic director for Keratin Complex and owner
of Fresh Hair Studio, Southampton, PA.
“They have also become more conscious of seasonal changes that
effect their hair and scalp and are looking to purchase different products for these changes,”she said.
According to Gavin, ingredients that are hot right now include
plant-based components like aloe vera and shea butter which moisturize and nourish hair.
“Plant oils, natural oils such as argan and coconut are still key,
but we are now seeing more natural oils introduced, which are also
important aspects of the fragrance of the shampoo and conditioner,”
Demand is rising too for paraben-free products.
“I also have seen that plants we don’t normally think of for hair
care are increasing, like onion!” she asserted. “These types of ingre-
dients have great benefits, such as helping to deter hair loss
and increasing scalp health. Personally, I prefer lavender!”
Rhys told Happi that for color-treated tresses, quinoa
complex, barley and soy could strengthen and repair.
Time for Treatments
The modern woman is a multi-tasker seeking to curate her
products to reflect her lifestyle, observed Lauren McCowan,
lead editorial hairstylist, Evo Hair, Australia.
“Shoppers are looking for high performance, multipurpose shampoos and conditioners that will give them
amazing hair while being time effective,” she told Happi.
“Women want value for the investment into their hair and products
that will extend and maintain the longevity of the services they re-
ceive from professionals.”
Building on the tradition of pushing cre-
ative boundaries, Sebastian Professional is
once again bringing innovation to the hair
care industry with the introduction of Dark
Oil. Developed by Sebastian Professional
Global Art Directors Michael Polsinelli and
Shay Dempsey after five years of research,
this treatment is unlike other hair oils as it
contains DiffusX, a self-evaporating tech-
nology. The formula is said to disappear
into hair with no oily residue along with the
natural benefits of sandalwood, cedarwood
and argan oil to replenish the hair from the
“Sebastian Professional’s new Dark Oil
is an amazing product, particularly because it is extremely versatile
and lightweight,” said Christina McCarver, North America prestige
education manager, Sebastian Professional, Atlanta, GA. “It can be
used on damp hair as the perfect base to begin any style or applied
to dry hair as the perfect finish. Not only does it provide immaculate
shine, Dark Oil adds body and leaves hair with weightless texture.”
Suave Professionals found mass appeal with its Coconut
Oil hair care formula. Suave Professionals Coconut Oil
Infusion Damage Repair Oil Treatment penetrates strands
for deep nourishment while the Coconut Milk Infusion
Intense Moisture Mask is said to instantly deliver 10 times
more moisture vs. non-conditioning shampoo for touchably
softer hair with just one use. And, the Suave Professionals
Moroccan Infusion Dry Shampoo is said to be ideal to get a
fresh look and hair that’s full of body.
Meanwhile, L’Oréal is touting Garnier Whole Blends
Refreshing Shampoo with Green Apple & Green Tea Extracts
for its invigorating formula that“blooms” with a fresh, crisp
fragrance of green apple and green tea. A conditioner enhances the experience, and for extra shine and softness,
there’s a Refreshing 5-in-1 leave-in treatment.
Sister brand L’Oréal Paris Advanced Haircare
Nexxus is seeing success with its dry shampoo formulation