Buttercream Cosmetics is breaking into the hair care market with a powder aimed at 'women on the go' looking to refresh their hair between washes.
Time is a precious commodity for the modern woman who is increasingly looking for cosmetics that provide convenience without sacrificing beauty.
California-based Buttercream Cosmetics claims that Shampowder meets these criteria.
The powder can be quickly brushed into the hair without the need for water and while it is not a cleaning agent, its manufacturer claims it absorbs the oils in the hair and helps to restore volume, deodorize and refresh.
Launched in October and sold online and in boutiques in California, Shampower is targeted at busy women.
Buttercream Cosmetics president Jayne Polan told CosmeticsDesign: "Shampowder is aimed at women on the go whether they are busy mums, career women or anyone who woke-up late and doesn't have time to shower."
Polan said she had been inspired to create Shampowder after using baby powder to rejuvenate her hair when working to a tight schedule in television production.
The vanilla scented powder, which was formulated with the help of Classic Cosmetics in California, is sold with a short brush to ease application and minimize mess.
It comes in two shades, one for dark and one for light hair, to prevent the hair from changing color.
Shampowder also blends into the hair leaving no traces behind after its use, claimed Polan.
Buttercream Cosmetics is looking to develop products within the hair care realm with the aim of satisfying women's desire for convenience and beauty.
A recent Neilson survey indicated that hair care is an important market within the US cosmetics industry.
The survey of 26,486 internet users suggested that the pressure to look good is rising in America and beauty consumers are particularly concerned about the appearance of their hair. Hair care was one the largest personal care categories in terms of dollars spent, said US respondents.
Although hair care is one of the largest markets in the US industry, it has stagnated in recent years. Nevertheless, growth is occuring in niche areas with releases such as Shampowder pushing the segment forward.