Shampoos, conditioners, styling gels and detangling sprays are essential products in the beauty enthusiasts’ bathroom countertop. Just as clean, soft hair is a priority, follicle preservation is key to hair health, and consumers are turning to bond repair treatments and hair prewash to protect hair from over-stripping are top of mind, according to the analysts at Spate.
Bond Repair for ‘Broken Hair’
According to the NYC beauty trend tracker, bond repair is a highly competitive trend with seven market leaders, including Alterna, Amika, Olaplex, Inkey List, Derma E, K18 and Ion. The top volume benefits being searched for alongside bond repair are “anti-aging,” “protection,” “overnight,” and “broken hair,” which showcase what consumers are ultimately looking for in their bond repair products. The first step? Identifying a customer’s pain points: aging and damaged hair. From there, it’s brands’ duty to create strong formulations and refining product messaging and content to position products as supportive of these top volume concerns.
Pre-Pooing to Prevent Dehydrating
For brands unfamiliar with hair prewash (or pre-poo, it’s a treatment applied to hair before shampooing. The top-volume benefit searched alongside hair prewash is softening indicating an interest in consumers to protect hair from dehydration from cleansing. Searches for “scalp” alongside hair prewash reveal that consumers are interested in treating the root of the hair before showering. This comes as no surprise as scalp care has been trending as of late.
Interestingly, consumers are also searching for hair detangler alongside hair prewash. This afford room for brands to bundle these products together or emphasize the detangling benefits associated with their hair prewash for some two-in-one action, analysts advise.
