Mavens seek more options

Women are increasingly feeling empowered to achieve “go-natural” looks or salon-level results on their own, and as more beauty mavens embrace DIY styling, brands are responding with innovation.

(For the full category review, including sales data, click here.)

Furthermore, trends among various hair appliances are increasingly shifting from flat iron straight to focus on waves, curls and having options.

Styling products to help women achieve results at home are benefiting, as evidenced by recent data from IRI. According to IRI, sales of hair styling gel/mousse saw a bump of nearly 0.2% to reach $1.07 billion for the 52 weeks ended Dec. 1.

As it relates to innovation, dry shampoo is by no means a new concept, but the segment has seen a rise in activity as manufacturers embrace technology to bring new offerings with a modern twist to the segment.

Research firm Mintel has indicated that the dry shampoo segment will expand by way of more beauty-focused benefits, new format types and unique fragrances. Due to consumer demand, developing dry shampoos that deliver shine also will be a top priority for manufacturers.

In addition, such offerings as hair chalks, which blend make-up with temporary colorants; prestyling treatment; and even BB creams or CC creams for hair are jazzing up the category.

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