Micellar washing is the latest trend sweeping the beauty industry; it involves using a special micellar water to clean hair.
Micellar water takes its name from tiny particles of oil called micelles and it is these micelles that attract the dirt to gently remove residue without stripping moisture from the hair. While micellar cleansers offer ease of use and quick benefits, they also have added features for women who suffer from sensitivity - Mintel research shows that 24% of UK women who experience sensitivity have used micellar cleansing waters.
Micellar water has been popular in facial skin care for being a no-rinse cleanser product. The products embody a ‘less is more’ message because they contain fewer ingredients, which is what consumers are looking for. With its gentle cleansing capabilities, hair care brands can look to the success of the facial skin care category to utilise the same framework in shampoo and other hair treatments.
Communicating benefits to allay damage concerns
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