For many years, shampoos and conditioners have maintained their position as a basic hair care step for cleansing and smoothing. However, instead of simply relying on shampoo and conditioners to respond to their hair-type needs, consumer interest is changing and so is the complexity of individual hair care routines.
A progressively larger number of Asian consumers are getting to grips with their own personal needs, and products claiming mere cleansing or smoothing benefits are no longer enough to satisfy those looking for a guarantee that their hair and scalp will be protected from ageing and future damage.
It was not long ago that hair care began to evolve into scalp care and hair treatment. During this time, the region’s two beauty and personal care giants, Amore Pacific and Shiseido, released their Ryo and Tsubaki brands in 2009 and 2006, respectively, with more focus on scalp care and hair health. New emerging scalp-conscious consumers began to adopt a new step of scalp scaling or scalp tonic while making a conscious effort to choose the right shampoo from the multitude of options in organic, natural, and hanbang. At the same time, craving for healthy hair along with the growing sophistication of consumers’ hair care practices brought about a trend in different forms of hair treatment for use before and after shampooing.
Asia is a more active market for hair treatment product launches than Europe. In Japan, hair treatments account for 17% of total hair product launches, compared to 12% in South Korea and 9% in China.
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