"New normal" glocal trends for infuse growth in haircare
The pandemic has disrupted nearly every aspect of day-to-day life, forcing consumers to adapt most of their beauty routines.
Key factors impacting these changes:
- Reduced face-to-face gatherings: Online gatherings mean we present ourselves in “parts”, and those are the ones we continue caring about most.
- Increased conversations using terms such as virus, germs, contamination, drives subconscious thoughts of needing products that can protect.
- Elevated uncertainty in the economy: Families are re-evaluating their spending and eliminating products perceived as non-essential or switching to multi-functional solutions.
How can a haircare brand owner win in this market?
Our insights team has uncovered three key global trends which translated into new product concepts. To captivate the interest of each brand target audience, these concepts can be positioned regionally.
Go Glocal, and reposition product truths for your specific brand targets!
Home Beauty Salon:
Consumers are looking for “simple luxuries” finding joy in small pleasures such as“me-moments” and “self-care Sundays”. Leverage positive emotional marketing, delight your consumers with new experiences and arm your brand’s target audience with the right at home pampering kit.
Difficult times and economic challenges cause feelings of insecurity, thus creating a need to simplify. Give your consumers the permission to care for themselves and create formulas that enable simpler, more concentrated and multifunctional hair care products that meet the needs of their wellbeing and wallet.
Peace of mind:
As consumers have become more aware of general hygiene and safety they have a growing need for ingredient and sourcing transparency. In addition, the pandemic continues to show us that our everyday actions have tangible consequences on the health of our planet. Good hygiene and care of hair fibres will continue to be a very essential habit of our beauty routine. Moreover, hair is a new focal point as a medium to spread dirt and the virus.
Scientific beauty will amplify: New haircare products need to continue to care for hair fibres and appeal to consumers from a health and sustainability perspective but they also need to grow into personal safety.