Convenience, protection and sensitivity highlight new product offerings.
The U.S. Hair Care market grew by 2% in value in 2014, rising to $11.6 billion, according to market research firm Euromonitor International, reflecting the overall compound annual growth rate (CAGR) of 2% since 2009.
Research firm Kline & Co. reported an overall bump of 3% in the U.S. Hair Care industry, driven by growth in cleansing conditioners and oil-infused hair care products.
In the UK, sales also rose by 2% in 2014, according to market research firm Mintel, led by a 6% gain in women’s prestige products and a 2% increase in men’s hair care sales, despite a 46% reduction in the number of male-specific products on the market.
In terms of aerosols, more than 344 million hair care products were filled in the U.S. in 2014 (216 million in aluminum cans and 128 million in steel), according to the Consumer Specialty Products Association (CSPA), including 254.5 million aerosol hair sprays—a slight dip from 2013’s total of 263.6 million.
The British Aerosol Manufacturers’ Association (BAMA), however, reported that 97.8 million aerosol hair care products were filled in the UK in 2014, reflecting a 10% increase over 2013.
Dry shampoos shift the narrative
Manufacturers of dry shampoos have long marketed the convenience they offer, saving on-the-go consumers valuable time by allowing them to skip the occasional shower while still maintaining good hygiene. As consumer perceptions change, however, marketers are turning to the end-user benefits of dry shampoos, such as protection, color and styling. The global dry shampoo market increased from just 1% of all new shampoo products in 2009 to 5% in 2014, according to Mintel.
Advanced Hairstyle Blow Dry It LongWear Spray, the latest dry shampoo offering from L’Oréal, helps maintain styling between washings while also absorbing oil, reducing the number of times hair needs to be washed, according to the brand. The lightweight oil-absorbing formula helps prolong the life of blowouts and provide volume free from stickiness. Blow Dry It LongWear Spray is topped by a powder sprayer valve from Lindal.
No Frizz Humidity Shield, the latest offering from Living Proof, can be applied to dry hair any time, anywhere for a weightless solution to humidity protection for any hair type and style. No Frizz Humidity Shield also helps tame flyaways and protect against UV damage. The product is powered by Living Proof’s proprietary molecule, OFPMA, which blocks humidity 70% more effectively than silicones, according to the manufacturer.
Hair Refresher, the newest dry shampoo from Davines, instantly revives hair, leaving it fresh, lightly scented and full of volume. It helps absorb excess oil on the scalp, allowing for a quick touch-up between shampoos, according to the brand. It can also be used to help provide last-minute volume and body after styling. Rice starch and Sinodor molecules, a derivative of natural citronella oil, help absorb oil and neutralize unpleasant odors, while Yuzu and lemon fragrance leave the hair refreshed and lightly scented.
Hint of Color from Batiste Dry Shampoo is a range of no-water-needed starches targeting excess oil and grease which are color tinted, blending seamlessly into various shades of hair, according to the brand. The Hint of Color line consists of Light & Blonde, Medium & Brunette and Dark & Deep Brown. Cans are provided by Crown.
Tight hold, natural feel
According to CSPA, 254.5 million aerosol hair sprays were filled in the U.S. in 2014, 131.1 million into aluminum and 123.4 million into steel. Protection against environmental stresses, particularly humidity, dominated launches of new styling hairsprays, as consumers seek solutions that offer volume and hold without leaving hair dry, stiff and flakey.
Joico released the Style & Finish line of hair conditioning and styling products, including Fast-Dry Finishing Spray, which offers ultra-firm, flexible hold on any hair type for up to 72 hours thanks to Joico’s AquaLastik heat- and light-activated antioxidant/polymer blend. Also included in the line are Joimist Medium Styling & Finishing Spray, promising all-day hold with resistance to humidity, and Design Works Shaping Spray, an ultra-fine spray that creates a “brushable” shield against environmental stresses, suitable for those with extra-fine hair. Altogether, the line contains 13 aerosol styling sprays and dry shampoos. Cans are provided by CCL Container.
Schwarzkopf augmented its collection of styling sprays with two new additions: Satin Frizz Control & Protect Heat Protection Straightening Spray and Crystal Shine & Hold Laminating Shine Hair Spray. Satin Frizz Control & Protect Spray is a lightweight formula offering straightening effects alongside humidity control and thermal protection, according to the manufacturer, for four days of frizz-fighting benefits. It is dispensed by Aptar Beauty + Home’s EuroMist spray pump.
Crystal Shine & Hold Spray helps provide hair with body and shine, without weighing it down, and instantly dries for a “touchably soft” effect without flaking or stickiness, according to the brand. It is dispensed by the XL200 actuator on a VX valve from Aptar.
Personnelle Fixatif Firm Hold Hairspray is designed to offer firm hold that won’t leave your hair feeling sticky or brittle. When used while styling, it provides a finishing hold to last all day long. The can is manufactured by DS Containers.
TRESemmé’s Expert Selection line of salon-quality hair styling products offered under four product lines: Platinum Strength, Youth Boost, Keratin Smooth and Perfectly (Un)Done, now includes four aerosol hairsprays. Platinum Strength Fortified Hold Hairspray provides hair with touchable hold that creates a barrier against humidity and static. Youth Boost Voluminous Hairspray fights the effects of aging by giving hair lightweight volume that holds all day long, while blocking out frizz and humidity. Keratin Smooth Frizz-Free Hold Hairspray is infused with the protein Keratin to help control frizz for up to 48 hours while also creating a protective barrier against frizz and humidity. Finally, Perfectly (Un)Done Extra Brushable Hold Hairspray can be applied to the hair in layers to create effortless, natural looking waves that are easily brushable and not flakey, stiff or sticky, according to the brand.
Crown Aerosol Packaging North America provides the unique 52mm diameter aerosol cans with a matte varnish and high-gloss highlights.
Salon quality at the bathroom sink
Alongside growth in the dry shampoo segment, convenience and time-saving benefits can be seen a range of new styling products promising salon-quality effects without the need to book an appointment—or even leave one’s home.
Of the 344 million hair care aerosols filled in the U.S. in 2014, 89.7 million were hair mousses, according to CSPA.
Redken introduced Blonde Idol Custom Tone Conditioner in two varieties: Violet for “cool blondes” and Gold for “Warm Blondes.” Designed for daily use for up to six weeks after a hair color service, the product helps to condition, strengthen and preserve tone in hair between salon visits, according to the company. A dual-chamber release, provided by VariBlend’s, dual-dispensing packaging, releases a custom-calibrated blend of color-depositing and conditioning formulas, allowing for adjustment over time as needed.
Kenra’s new Smooth Anti-Frizz line of salon take-home aftercare products are retail offerings formulated to support and maintain the results of Kenra Smooth professional in-salon service. Anti-Frizz Styling Spray smoothes and nourishes hair while eliminating frizz for softer, more manageable results, according to the brand, and is topped by the EuroLock twist-to-lock fine mist spray from Aptar. Anti-Frizz Oil gives hair softness and shine in a quick-absorbing formula that features avocado and soybean oils. It is topped by Aptar’s Cardinal lotion dispenser. Finally, Anti-Frizz Crème reduces frizz and smoothes cuticles for soft, manageable hair and is topped by Aptar’s Flamingo twist-to-lock lotion dispenser.
The official hair care product of London’s 2015 Fashion Week, label.men’s new Thickening Tonic builds thickness and definition when applied to wet or dry hair, according to the manufacturer. Designed for men with flat or limp hair, the product comes in the 150mL ShortSquare bottle from Spectra Packaging.
Suitable for all hair types but most effective for those with “luscious, long locks,” new Glamour 3D Volumiser from Toni&Guy supplements hair with voluptuous volume and vibrant shine when applied from root to tip on wet hair before drying. The lightweight gel is dispensed by the 609 Long Nozzle Sprayer from Rieke Packaging Systems.
As observed across all Personal Care market segments, a shift toward organic, environmentally-sustainable hair care products—both in formulation and packaging—can be seen in a number of new product releases. Oil-infused products, enriched with various natural oils such as argan, Moroccan, kukui and coconut, are gaining popularity in the U.S., according to Kline.
A recent report from Transparency Market Research predicts the organic personal care products market to nearly double from $7.6 billion in 2012 to a predicted $13.2 billion in 2018.
Pravana’s new NEVO line of hair care products contain all-vegan formulas free of sulfates, phthalates and parabens in 100% biodegradable packaging, according to the company. Invisible Control Manipulator Mist is a heat-activated control mist that also provides heat protection. Designed to be layered with other NEVO styling products, it helps provide control and support while leaving hair flexible. Super Shape Hairspray claims to achieve maximum hold with a touchable finish, while providing protection against environmental stresses such as humidity. Full Volume Volumizing Foam uses cottonseed proteins to help provide support and workability, building body from root to tip.
New Aloetherapy Moisture Mist for Hair and Body, from Eufora, is a moisture mist formulated with aloe stem cells, oat and water lily designed to soothe and calm hair, scalp and skin. A generous mist applied after bathing provides lasting moisturization, especially after prolonged exposure to the sun. Aloetherapy is particularly recommended for those with sensitive skin, according to the company. The product comes in a plastic bottle from TricorBraun.
Jack Black released Double Header Shampoo + Conditioner, a creamy, sulfate-free lather that gently cleanses, removing oil and product build-up while providing conditioning, detangling and soothing benefits, according to the company. With a formula containing coconut, sage and peppermint oils as well as kelp, basil and tea leaf extract, the product aims to increase strength and shine. TricorBraun provides the 16oz flask-shaped plastic bottle and black pump closure.
Alberto VO5 released its first dual-purpose, after-shower product for both hair and body, Shine, Glow & Go Beauty Oil. Consisting of an all-natural, proprietary blend of argan, macadamia, sunflower, shea, grapeseed and coconut oils, Shine, Glow & Go Beauty Oil allows skin and hair to breathe, letting in natural oils for nourishment, according to the brand.