In better condition

摘要

Hair care NPD is becoming evermore sophisticated,which,with any luck,will continue to boost the category beyond its current,rather mediocre,growth rate.In 2018,the hair care market increased by 4.5%,according to market analyst Euromonitor International.While this represents an acceleration compared with the 3% CAGR experienced over 2013-18,hair care performance still lags behind the total beauty and personal care market,which advanced by 6% in 2018,driven by a decade of strong skin care growth.However,according to Kseniia Galenytska,Beauty and Fashion Consultant at Euromonitor,”hair care is forecast to maintain positive momentum,as growth is expected to accelerate,achieving a CAGR of 5.5% over 2018-23”.With skin care surging ahead in both innovation and sales,hair care brands are looking to the category for a bit of inspiration.”Consumers are increasingly treating their hair in a similar way to skin,and we are seeing skin care concepts and language increasingly adopted within hair care,”says Galenytska.She notes that”skin inspired hair treatments”like serums and masks are faring especially well in this climate.Brands have been swift to respond to such demand.Cult US hair label IGK Hair,for one,added Antisocial Overnight Bond-Building Dry Hair Mask to its line-up.The overnight dry oil product contains bond-building technology to strengthen hair from the inside out.In June,meanwhile,luxury spa brand Elemis launched a 3-in-l Frangipani Monoi Hair & Scalp Mask,combining macadamia,frangipani and moringa oils with hibiscus flower extract and natural pink clay for a deep cleanse.Indeed detoxifying clay,following a surge in popularity in skin care,has cropped up across the hair market,with Lee Stafford launching a Keep It Clean collection-formulated with mineral-rich pink clay-and OGX Beauty introducing Charcoal Detox Shampoo and Charcoal Detox Conditioner,both of which are infused with activated coconut charcoal and kaolin clay to cleanse and brighten congested hair.The adoption of trending skin care materials by hair brands is far from surprising given that”we are seeing skin health goals being adopted by hair,with popular skin care,sun protection and anti-pollution claims increasingly featured by hair care players”,according to Galenytska.