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Anti-aging Helping Mature Hair Care Markets

Posted: August 19, 2013

As a follow-up to its initial video on ingredients helping to fuel hair care innovation, Euromonitor International has debuted a new video discussing specifically which ingredients are getting in on the hair care act. According to Euromonitor, anti-aging is a fast-growing property in hair care, with shampoos and conditioners incorporating serums and treatments often found in skin care. As such, more hair care companies are expected to incorporate anti-aging properties into their products, especially in heavily saturated markets such as the U.S. and Japan. Ingredients manufactures will see boosts in conditioning agents, sunscreens and moisturizers.

Euromonitor beauty and personal care analyst Nicole Tyrimou says in the video, “While scalp health has been a big factor promoting the sales of conditioners globally, anti-aging has been an even bigger catalyst, going beyond just conditioning treatments to complete product ranges. This is even visible in standard shampoos, which grew massively in the U.S. in 2012, with brands like Nexxus and Redken growing by double digits.

"The Nexxus Youth Renewal Product line includes a serum, [which is] a product usually seen on skin care shelves, and also claims to fight the eight signs of anti-aging in hair care; similar to how skin care companies promote the seven signs of aging in skin care.

"[Also], Redken, in its Time Reset product line, includes an at-home porosity filler, which is a specialty treatment for anti-aging in hair, similar to those seen, again, in skin care products. Anti-aging is the fastest growing category within skin care. With that in mind, more hair care companies are expected to move further into this category,” Tyrimou explains.

Euromonitor ingredients reach analyst Anais Mirval said, “In Japan, the growing sales of colorants shows that consumers are concerned about their aging hair. Retail volumes of colorants grew by 1.5% between 2011 and 2012, and consequently, the volumes of permanent and temporary hair dyes grew too. In 2012, Japan was still the third largest consumer of those ingredients, consuming 420 tonnes of permanent hair dyes and 170 tonnes of temporary hair dyes. And with the over-40 women already representing of the female population, this trend shouldn’t slow down.

“From an ingredient perspective, the anti-aging claim means developing solutions to target thinning hair, graying hair, lack of strength and dryness. The first ingredients to expect a boost will be conditioning agents providing volume and shine, sunscreens protecting against UV, and moisturizers like pro-vitamin B. Some regions with a specific buying culture, such as Japan and the U.S., could embrace the anti-aging and multi-step routine trends, and this will increase demands for sunscreen and vitamins, but most of all emollients and conditioning agents,” concludes Mirval.