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Hair care today means more than a great cut and beautiful color. Maintaining the health and condition of the hair and scalp are equally important. With wellness as the watchword for contemporary beauty, consumers are translating their awareness into informed product choices, and the market has been flooded with treatment preparations—including masks, conditioners and serums—that promise to aid in styling and management with nourishing ingredients that provide benefits for the hair and scalp.
According to Euromonitor International, the total hair market in the U.S. was valued at $10.5 billion in 2007, with conditioners and salon hair care at $1.6 and $2.8 billion, respectively. The growth in the market, 3% in 2006, was fueled by consumers continued willingness to pay extra for hair care products that addressed their specific condition, color or hair type. Manufacturers played on this trend by introducing line extensions to existing brands that promised better results at slightly higher price points, and further growth was triggered by the rise of professional products, with significantly higher price points, that consumers believed to be of better quality, noted Euromonitor.
Treatment lines that offered restorative properties, conditioning, and hair coloring and maintenance benefits were among the desired features offered by hair care products. In addition to new launches, the hair care industry expected to benefit by the continued penetration of salon brands, which emphasize points of difference in their appeal to consumers.
On the technical side, new strides have been made in hair care protection and styling by offering active ingredients with attractive marketing appeal. Laboratoires Sérobiologiques (LS), a division of Cognis, just introduced LS Hair Salon, a range of seven actives for treating and styling hair. Vitaplex, a natural synergistic complex of marine origin, was designed to reinvigorate hair. Its brown algae and red algae extract content stimulates hair growth, according to the company, while improving scalp vitality. Rich in mineral salts, Vitaplex covers the hair with a natural and soft film designed to provide excellent sensorial properties and improve combability and suppleness.