In a saturated global hair care market, companies and brands are striving to stand out by continually innovating—from overnight treatments, UV protection formulas, sensorial concepts using colour or sound, to products that bring greater convenience and those catering to the eco/natural movement.
Here, we look at three key trends playing out in the Asia Pacific (APAC) region, that companies and brands in the hair care market should take note of.
Blurring of food and skin care
Consumers in the region are looking for natural and food-based staples like cider vinegar and onions, which connote familiarity, naturalness and health. In fact, almost a third of Chinese consumers are interested in trying hair care products formulated with superfood ingredients.
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