Dry shampoos may not necessarily be a new innovation, and usage is far from that of traditional shampoo, but don't underestimate this niche as dry shampoo introductions are on the rise around the globe, according to recent data.
According to new research from Mintel Beauty & Personal Care, dry shampoo introductions accounted for just 1% of global shampoo launch activity in 2008, but by 2012 it accounted for 3%. It also is on track to surpass 2012 levels in 2013.
Looking to bolster consumer uptake, manufacturers are increasingly incorporating into their dry shampoo launches convenience attributes like time/speed claims and such beauty-enhancing claims as illuminating.
In 2012, British celebrity hair stylist Lee Stafford brought to the United States the Pink Range line of products, which includes a dry shampoo. The Lee Stafford Original Dry Shampoo contains a higher quality of powder made from corn starch, not rice starch, and goes in and out of hair easily to remove odors, blast oily roots and add volume back into lifeless locks. The versatile spray also can be used to add additional volume and texture to clean hair.
Earlier this year, Nexxus Salon Hair Care launched two new product collections — New Youth Renewal and Hydra-Light — which include the brand's first-ever dry shampoo.