Consumers and formulators of personal care products continue to prefer more natural and sustainable ingredient options, but will not compromise on price or performance for natural ingredients.1
While the key trend for hair styling products in Asia is to moisturise hair, many styling products also are designed for hold performance. Moreover, volumising products are expected to be popular in the future in South Korea, as many consumers cite thinning hair as their second biggest hair concern.
Worldwide, many hair styling products are designed specifically to help add volume, with some claiming to add 95% more volume or even plump up hair by 39%, thanks to collagen (as an example). Other products carry claims of lasting all day or 24 hours, while several carry claims they will last two to three days, withstanding various elements such as high humidity. Producers often use adjectives such as ‘ultra-resistant’ or ‘indestructible’ to imply more durability to products. In Asia about 38% of launches are for products claimed to be longlasting. This number trails the global average of 44%.
A good target, then, for the formulator is to create a hair styling product that provides maximum hold and volumising performance over a long period of time, and also benefits from a friendlier label. While claims of ‘natural’ ingredients are more prominent and generate a higher level of interest in the US, it benefits producers worldwide to anticipate global interest rather than react to it.
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