BEAUTY CARE

Mintel: Activity in dry shampoo introductions is on the rise

BY Antoinette Alexander

CHICAGO — Dry shampoo introductions are on the rise as the segment accounting for 3% of global shampoo launch activity in 2012, up from 1% in 2008, according to new research from Mintel Beauty & Personal Care.

“The benefits of daily shampooing continue to be questioned, as many have argued that too-frequent washing can actually strip the hair of its natural oils, creating an opportunity for these waterless shampoos to shine,” stated Amy Ziegler, Mintel beauty and personal care analyst. “In addition, dry shampoo has made a serious case for convenient cleansing as it provides the functional cleansing benefits without the wash, rinse, repeat routine and directly ties into consumers’ ease of use expectations.”


Although availability of dry shampoos is widely accessible, consumer uptake remains relatively low.  Only 16% of U.S. adults report some usage of a dry shampoo in the last year. Across U.K., Spain, France, Germany and Italy, usage is relatively similar to that of the United States, but peaks in the United Kingdom, where nearly a quarter (23%) of women are engaged in the segment, Mintel stated.

Convenience is a compelling attribute for consumers and plays a definite part in their hair care product purchases. In fact, 17% of women in the United Kingdom use dry shampoo when they don’t have time to wash their hair, and although this sentiment is less widely shared among the remaining Big 5 European countries (only 5% of women), it identifies an important consideration for manufacturers.


Manufacturers have responded to consumers’ preferences by incorporating convenient attributes into their dry shampoo product launches. The time/speed claim has been present in 53% of dry shampoos launched since 2009, making it not only the most frequently used claim in the segment, but also one of the fastest growing, according to Mintel’s GNPD.


“Consumers shop the hair care aisle with their individual needs in mind, preferring to buy products that directly speak to their hair type, condition and style. Dry shampoo is no different and is selected based on the same criteria. For women, product benefits trump low price to take the top spot on the desired attribute list,” added Ziegler.


Beauty enhancing claims are becoming more commonplace in dry shampoo launches and have been present in 19% of global introductions since 2009. Brightening and illuminating benefits have posted the most significant growth, with introductions more than doubling 220% between 2009 and 2011. In addition, more than half (53%) of U.S. women find the fragrance of their shampoo and conditioner to be an important characteristic, according to Mintel.

“In the future, the dry shampoo market will expand by way of unique fragrances, more beauty-focused benefits and new format types. Shine, which is not normally associated with dry shampoo, is a top priority for consumers and will therefore be a top priority for manufacturers,” Ziegler stated.

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Sephora develops partnership program with local nonprofit organizations

BY Antoinette Alexander

SAN FRANCISCO — Sephora Americas has announced the launch of Values Inside Out, a partnership program matching Sephora stores across America with nonprofit organizations in their own communities. 

Under this program, each store’s team of sales associates will have the opportunity to choose a local nonprofit they want to help through raising awareness, providing funds and contributing their own "sweat equity" to enable that organization to fulfill their mission over the course of 2013.

The initiative begins this week, as participating Sephora stores across the country announce their partnership with local nonprofits via a kickoff event on March 23. On this day, customers are invited to visit their local Sephora store to celebrate the initiative and learn more about the program and the nonprofit partner the store has selected.

Sephora plans to measure the results of the VIO Program annually by the amount of funds raised by each nonprofit as a result of the partnership and the number of volunteer hours contributed by Sephora associates during the year. 
 


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Sunstar Gum announces new size, redesign of Proxabrush Go-Betweens Cleaners

BY Antoinette Alexander

CHICAGO — Sunstar Gum has introduced a new size of Proxabrush Go-Betweens Cleaners to help consumers prevent periodontal disease.

The new Ultra Tight Proxabrush is ideal for patients with tighter contacts, and features several new design elements to improve use. According to the Academy of General Dentistry, flossing is the single most important weapon against plaque; however, most people find that their reason for not flossing is due to lack of time. Proxabrush Go-Betweens are clinically proven to remove plaque as well as string floss and are convenient, reusable and easy-to-use, the manufacturer stated.

Highlights of the newly designed Ultra Tight Proxabrush Go-Betweens include:

  • More plaque removal: The re-designed Proxabrush family of interdental brushes has been constructed to remove up to 25% more plaque with new triangular bristles. In addition, it stays clean between uses through an antibacterial agent that has been incorporated into the bristles. The central wire of each brush is coated for added comfort and to help prevent galvanic shock.
  • New flexible handle: The new, flexible handle has been ergonomically designed for better comfort, control and grip in order to make it easier to use. The bendable neck and longer length also makes it easier for patients to clean their posterior teeth.

In addition, Sunstar will be applying the new design elements to each of the existing Proxabrush Go-Betweens Cleaners sizes: Tight, Moderate and Wide. These redesigned Proxabrushes will be available in June.


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