More hair styling New Product Development has the potential to tap into natural, ethical and clean beauty trends.
Indeed, these claims are among the least active in Europe’s hair styling sub-category compared to other hair subcategories. As this article illustrates, promoting minimal and hero natural ingredients (with Australian botanicals and black seed of note this past year) can help brands stand out.
Take on hair caring attributes
Products that promote added benefits beyond styling – such as scalp care, colour protection, hair loss prevention – can add value and address slowing sales seen in most European markets. Using skin care terminology in marketing (e.g. “serum”) can also help evoke a more caring image and encourage purchase.
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