Consumer's Top Concern Hair Damage

Latest research from Mintel reveals that damage is still a top concern for hair care consumers around the world, whether this means protecting and repairing hair damage, maintaining hair quality, or just allaying concerns. The stresses of daily styling and regular colour use mean there should be more solutions that aim to repair damage and promote hair health treatments in-salon and at-home

- Andrew McDougall

According to Mintel research, three in five consumers in France believe that regularly using colourants is damaging to hair, while one in three women in Germany made changes to their care/styling routines due to worries about damaging their hair. In China, more than one fifth of women are concerned about damage from physical and chemical treatments on their hair.

Consumers need to be reassured

Hair care consumers are continuously concerned about damage, be it caused by the environment, appliances or products. This consumer caution can be manifested as a reluctance to spend, but it is also a desire for products that promise protection or durability.

Consumers are seeking products and services that reassure them, or help them feel prepared and protected. This means they will invest in quality and durability, so advertising campaigns and marketing messages should focus on providing proof for claims.

Products that can make preventing hair damage or adding protection simple and easy will appeal to time-pressed consumers. Companies should create gentler formulations to allay damage concerns, such as, micellar shampoos or conditioners, building on the popularity of micellar cleansers in skin care.

Mintel Global New Products Database (GNPD) found that between January 2013 and September 2017, global launches of micellar facial skin care saw an increase of four percentage.

Hair bond protection is key

Following the success of Olaplex, a number of similar hair bonding systems have been launched, which has led to competitive pricing. As a result, treatment prices for consumers could drop.