A view from the inside

摘要

"Hair care is quite a highly penetrated category with most populations pursuing at least a basic hair maintenance routine. But in order for the category to grow brands need to further focus on routine expansion and adding value through innovation. "We have seen that shampoos and conditioners are performing well off the back of the 'no-poo' trend, which has opened up almost an entirely new product category in the form of co-washes and low foaming alternatives in shampoos. These substitute products adhere to an ethical agenda by saving water in the rinsing process, as well as containing fewer harmful sulfates. Consumers will not let corporations get away with prioritising their profit over the planet any more and they will call them out on it, or even boycott the brand.