Many industry experts believe that if hair care is to push on and increase growth over the coming years it should take inspiration from the skin care market in order to innovate, and it appears scalp treatments and a multi-step routine are the way to do this.
The global hair care market reached a total value of $75 billion in 2012, mainly due to ingredient and product innovations in the category, according to market information firm Euromonitor, with skin care-inflenced products helping drive the market.
“Whilst skin posted the highest incremental value in 2012, hair care was a close second increasing its value by $4 billion, closing the gap on skin care and reaching $75bn globally,” says Nicole Tyrimou, Beauty and Personal Care Analyst.
Alignment means revival
“The boost was due to a revival in innovation in hair care and one of the main reasons for it was inspiration and close alignment with skin care.”
Tyrimou explains that this was achieved by incorporating skin care ingredients targeting the scalp, anti-aging claims in hair care products, as well as promoting a more multi-step routine in hair care.
“The usual two step routine of shampoo and conditioner is now becoming obsolete with many consumers hunting for three or four steps, which include a hair mask treatment or oil,” she adds.
This has seen new product launches include hair serums, pre-treatment masks, pre-shampoo oils, and even specialized treatments among others.
The Euromonitor expert says that this marks a shift in consumers’ attitudes, especially in developed market, as they are trying to find new ways to prolong time between salon visits by repairing and nourishing their hair.
This multi-step routine employed by consumers has been promoted in two main ways in hair care: through scalp treatments and anti-aging.
When it comes to scalp treatments, hair care has looked no further that its skin care sister for inspiration as it uses the same ingredients with the ultimate aim of cleansing, stimulation and regeneration, which is achieved by stimulating mitochondria, supporting keratins and fighting free radicals.
Anais Mirval, Ingredients Analyst at Euromintor, added that in order to support the developments of scalp treatments, the demand for proteins and emollients which provide nutrition and repair for the scalp, and also anti-oxidants like vitamins C and E, is expected to rise.
“There are opportunities for even further specialization by treating different scalp conditions like oily or dry scalp,” continues Mirval.
“Anti-oily scalp treatment will expand the market for salicylic acid or other natural antibacterials like tea tree oils or rosemary extract. Thus the global market for salicylic acid is set to grow by 16 tonnes between 2012 and 2016 in hair care.”
Anti-dry scalp treatments will also create opportunities for plant oil, with the global market set to grow by 175 tonnes between 2012 and 2016 in hair care.