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Consumer-driven Change

By: Alexandra Voigt
Posted: June 22, 2010, from the July 2010 issue of GCI Magazine.

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“It is simply a natural connection for the Crème of Nature brand to incorporate certified organic ingredients into our products,” says Tollerson. “It is also a plus for us in that the increased demand for natural products has become much more prevalent.”

“Natural and organic ingredients continue to grow in popularity as consumers become more aware of environmental and ethical issues,” says Victoria Royster, senior customer sales and support specialist for AkzoNobel Global Personal Care. “The key to the success of these ingredients is to create finished products with them that still meet the performance requirements of the consumer.”

“Croda has and will always continue to offer products that fit the natural and organic claims,” says Jena Kinney, marketing manager, hair care, Croda. “This is true for the ethnic market as well. We continue to seek innovative technologies to fit these natural claims, while offering functional solutions to consumer needs. Most of these types of chemistries are marketed in Croda’s green and formulary guides where customers can make their product selections based on individual formulation needs.”

The Ingredient Side

The hair care market has changed from one of pure function and cleanliness to addressing specific hair problems and concerns. The demand is for products to create and maintain better appearance and style, and this consumer demand is influencing the nature and marketing of the products—as well as impacting the ingredients.

The dynamic approach of developing based on consumer concerns and demands is not limited to brand owners—it is approach that ingredient companies are using to drive creation as well. AkzoNobel Global Personal Care’s Royster notes that the company utilized data gathered from salons, as well as consumer demand for products without harsh ingredients. “In the past, consumers were using products that often had very harsh ingredients,” says Royster. “Today, they are looking for products that will be easier on their hair and will help treat past damage.”