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
In hair styling, longevity and volume are the two most important attributes to European consumers. 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). Between 35% and 51% of product users in Europe’s Big 5 markets – France, Germany, Italy, Spain and the UK – look to add volume to their hair.
In addition, many 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. Nearly half (47%) of launches in Europe are for products claimed to be longlasting, exceeding the global average of 44%.
The ‘sweet spot’, then, for formulators 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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