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At the 2013 in-cosmetics Asia exhibition, Mintel presented “Oils, BB, Scalp—What’s Hot and What’s Next in Hair Care,” discussing what beauty companies are developing for hair care products, and how the migration of hair care into other categories is influencing hair care claims and the market overall.
Vivienne Rudd, director of global insight, beauty and personal care for Mintel, shared that hair styling products are an increasingly tough category for brands, as the perception from consumers is that styling products are a little old fashioned, and in fact, data from Mintel shows virtually no growth for the hair styling product market.
In contrast, the hair colorant market is on an uptick. According to Rudd, the U.S. is by far the biggest market at $2 billion. Meanwhile, the powerhouse Chinese market is growing very slowly in hair color, but there is movement in the rising popularity of henna color products there.
Dry shampoos continue to trend around the world, with the U.K. as its biggest market by far, Rudd said. And it’s also helping to spur the innovation of new products such as dry conditioners.
Hair oils are on the rise too—a classic East meets West transition, explained Rudd, as hair oil products are well known in countries such as India but are only now growing in Western markets. However, many of the new hair oil launches are making more modern claims, such as pollution protection, aiming to attract a more cosmopolitan consumer.