MINNEAPOLIS — Henkel rolled out in early 2013 its got2b 2sexy voluptuous volume collection infused with naturally derived rice starch for long-lasting body. The collection is comprised of volume spray mousse, volume spray gel and volume hairspray.
The company also rolled out at that time the got2b beach trippin’ salt-infused waving spray for matte, beachy tresses.
Mavens seek more options
Women are increasingly feeling empowered to achieve “go-natural” looks or salon-level results on their own, and as more beauty mavens embrace DIY styling, brands are responding with innovation.
(For the full category review, including sales data, click here.)
Furthermore, trends among various hair appliances are increasingly shifting from flat iron straight to focus on waves, curls and having options.
Styling products to help women achieve results at home are benefiting, as evidenced by recent data from IRI. According to IRI, sales of hair styling gel/mousse saw a bump of nearly 0.2% to reach $1.07 billion for the 52 weeks ended Dec. 1.
As it relates to innovation, dry shampoo is by no means a new concept, but the segment has seen a rise in activity as manufacturers embrace technology to bring new offerings with a modern twist to the segment.
Research firm Mintel has indicated that the dry shampoo segment will expand by way of more beauty-focused benefits, new format types and unique fragrances. Due to consumer demand, developing dry shampoos that deliver shine also will be a top priority for manufacturers.
In addition, such offerings as hair chalks, which blend make-up with temporary colorants; prestyling treatment; and even BB creams or CC creams for hair are jazzing up the category.
The new general market
NEW YORK — Natural skin care company Sundial Brands is taking a re-imagined approach to the shopper population. Enter the new general market.
The notion is that future success will be governed by consumer lifestyle insights and not ethnicities alone.
Those retailers who tap into lifestyle trends stand to benefit and the brand is positioning itself to help.