HAIR CARE: SHAMPOOS AND CONDITIONERS
multicultural hair care space, as women of color turn to brands that
address their specific needs which they feel mainstream brands cur-
rently fail to do.”
The increasing popularity of various anti-shampoo trends, where-
by consumers abandon daily shampoo use for one of a variety of al-
ternatives, could shake up the category, noted Barry. This poses a“clear
threat”to sales of traditional shampoo but provides an opportunity for
cleansing conditioners and dry shampoos, both of which are growing
The US multicultural segment is growing at a faster rate than the
total population, with Hispanics slated to account for nearly 20% of
the population by 2021, found Mintel. According to Rominowski, this
is“good news”for the hair care category given the higher involvement
of ethnic consumers in the marketplace.
“Hair care brands need to keep the pulse on the ethnic markets so
they stay relevant as this influential segment becomes a larger part of
the marketplace,”she said.
Gavin of Keratin Complex thinks seasonal trends will become
stronger in hair care.
“Cold weather creates a drier scalp and hair, while warm weath-
er may lead to more oils on scalp and fragile hair, so as the weather
changes there are different needs in your at-home hair regime,” she
told Happi.Rhys of Jet Rhys Hair sees a progression in organic and
natural ingredients as well as catchy marketing.
“We will see luxury brands coming back in a big way with new
luxury scents on the rise such as grass, fig and noire; plus a burst of
treatments and serums to hydrate hair,” he said. “Also, we will see
a change in packaging with colors and shapes just screaming from
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Farouk Systems teamed up with Esquire magazine for a men’s grooming line