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Dyeing to Get it Right

By: Sara Mason
Posted: September 2, 2008, from the September 2006 issue of GCI Magazine.

page 6 of 6

It comes down to customization and the salon experience. “Stylists really listen to clients and prescribe, in partnership with the clients, what they need to meet their desires,” said Redken’s Marsh. Redken is utilizing a new Web site and aggressive consumer advertising in fashion magazines, in addition to special events, to de-mystify hair color for consumers.

Global Growth

As the market grows, manufacturers continue to be inspired by new ingredient innovations, resulting in enhanced products for the consumer. “Better dyes, better delivery systems, and better color production and maintenance additives are critical to the evolution of hair color,” said Ciba’s Carbone. “Future products must be multifunctional—meaning offering color, conditioning and protection all in one product.” Manufacturers also must consider ingredient safety, intensity of color, ease of use and impact on sensory properties of hair.

Manufacturers must continue to focus on formulating globally acceptable products, meaning they must keep up with constantly changing regulations in international markets. “Many hair dyes have been de-listed in some countries, and the fate of some dyes is yet to be determined,” said Hair Systems’ Covey. Although many of the dyes for vibrant tones have been de-listed for safety and regulatory reasons, the consumers’ demand for rich tones has not changed. As new products are introduced, developers will have to ensure that formulations are globally acceptable before incorporating them into products destined for a global market.