Consumer attitudes toward personal care are rapidly evolving after a most challenging year. Many are emerging with a renewed set of priorities for self-care, which are giving rise to the desire for products that promote Resilient Beauty. With its focus on both repair and prevention, it underscores the need to take care in the moment with trusted ingredients and rituals, and embrace sustainable innovations with every choice.
From these changing personal care priorities, a new trend in hair care is taking shape. ‘Skinification’ reveals the growing influence of skin care habits on hair and scalp care needs, particularly when it comes to personal care ingredients. Those that are trending and trusted in skin care applications, such as vitamins, are increasingly being sought after by consumers to deliver the same benefits in their hair care products.
In a DSM study of 2100 consumers on their hair care preferences, 56% believe that active ingredient is more important than brand, package or fragrance when it comes to purchasing decisions1.
This research also points to the growing consumer focus on scalp care, which encompasses a broad range of needs - from moisturization to managing sensitivity to preventing damage and hair loss.