Hair oils sizzle
WOONSOCKET, R.I. — Whether it’s Argan oil, Moroccan oil, jojoba oil or another type of oil — there’s no denying that hair oils are hot. These nourishing oils promise to deeply penetrate hair to restore health and shine.
Coming exclusively to CVS/pharmacy for spring 2014 is the new Nuance Salma Hayek Healthy Shine Nourishing Oil. It is made with a blend of five oils — Argan oil, Moringa oil, coconut oil, olive oil and jojoba oil — to create weightless texture and nourishing benefits. It also features color-lock technology with UVB absorbers to protect hair color from fading. It is priced at $9.99.
BB creams … for hair?
DENVER — Following the BB cream craze in the face makeup category, these multitasking beauty balms are hitting the hair care aisle.
One of the newer entrants is Mineral Fusion, which has four formulations of beauty balms: Curl Care, Hair Repair, Vibrant Shine and Volumizing. The leave-in formula is infused with anti-aging botanicals and minerals to revitalize and strengthen hair follicles. The beauty balms are priced at $12.99 each.
Double-digit growth forecasted
The highly saturated and competitive hair care category has experienced only modest increases in recent years, but industry observers predict the category will grow double-digits through 2017, thanks in large part to niche items and products that target emerging segments.
(For the full category review, including sales data, click here.)
After experiencing a sales lift of just 7% between 2007 and 2012, likely due to a weakened economy, the hair care category is projected to grow by about 13% through 2017, reaching an estimated $7.9 billion, according Mintel Group’s April 2013 research report on shampoo, conditioners and styling products in the United States.
Driving growth are such niche items as shampoo alternatives and hair oils, as well as products that target such emerging segments as anti-aging and men’s grooming.
“Consumers are motivated by value in the hair care category, but they are willing to pay for improved performance, as well as compelling new product benefits,” Mintel stated. “Driving growth and encouraging consumers to ‘trade up’ in the category will likely revolve around niche items and emerging segments.”
Shampoo — the largest segment in the category — will likely see future growth stem from price increases and value-added benefits, like anti-aging. There’s also been a rise in hair care solutions that target women experiencing hair loss.
Shampoo alternatives also are generating great interest, as some women look for time-saving solutions and less damaging alternatives to shampooing, such as dry shampoo and cleansing conditioners.
In fact, earlier this year Mintel reported that in 2008 dry shampoo introductions accounted for just 1% of global shampoo launch-activity. But by 2012 the segment accounted for 3% of global shampoo launch-activity, and 2013 was on track to surpass 2012 levels.
Conditioner is the strongest-performing segment within the category, according to Mintel, but opportunities exist to further grow the segment by successfully targeting men. Today, women are the biggest users of conditioner.
The styling products segment, on the other hand, has experienced weaker sales likely due to a trend toward more natural hairstyles, as well as limited discretionary spending among shoppers.